Facebook is putting its sponsored ads on pause as part of its larger efforts to streamline social media marketing options.

Marketers and loyal Facebook users might still be reeling from the news that hashtags are coming soon, but the social network is still rolling out updates. Facebook told Search Engine Land it’s discontinuing sponsored search results for the time being. This is part of a series of changes that aim to streamlines brands’ efforts to improve their social media marketing campaigns.

In a recently issued statement, Facebook says its decision to halt sponsored ads is part of its ongoing efforts to simplify ad products. “We’ve seen that most marketers were buying sponsored results to advertise their apps and games, and we already offer mobile app install ads and Page post link ads on desktop to achieve these same goals.”

The network is expected to develop a new offering for Graph Search in the future, the sources adds.

While this greatly impacts marketers currently using sponsored search results, it’s important to remember that successful social marketing campaigns are rooted in quality online content and not particular products. Paid strategies work best when they support strong organic social engagement or search results – not the other way around.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.