With paid search you bid on user intent through keywords - what they are looking for right now. On Facebook you are bidding on people and trying to get their attention, a big difference :)
That's a very important distinction I hadn't really considered. Their method for "targeting" is entirely different.
Well, each has a particular use and place. Typically, if you're selling widget software, you should start first with paid search by bidding on various widget related exact-match keywords. Go for people that are searching right now for your kind of product or service.
Facebook comes in to play when you know the sort of person you want. Their age, interests, location, education, etc. You can bid on them there and appeal to their situation, needs and interests directly. If you are selling XYZ service for race car drivers, you can appeal to people that love racing cars with an article and lead form telling them how XYZ service is highly essential for their profession.
Different approaches but still profitable. We spend about 40% of our monthly budget on search and 60% on Facebook. FB is very good when trying to generate leads that you eventually turn into sales. Paid search is very good when you want someone to take out their wallet and buy right the hell now, but you also will pay far more for that person.
That's a very important distinction I hadn't really considered. Their method for "targeting" is entirely different.
I wonder which is more effective?