Search ads versus Facebook’s “social” ads

Here’s why “social” ads are no where near as valuable as search ads.

Search isn’t revolutionary for aiding word-of-mouth, however. It’s revolutionary for not “getting into” or in the way of anything. People turn to search when they have particular desires and need particular solutions. They aren’t just generally interested in something, as they jot down on a Facebook profile page in few minutes: “coffee, fine dining, friendship.” They need a coffee-machine repair service right now, dammit! And they’re typing that into a search engine looking for anyone who can help. Advertisers in search aren’t hoping they’ll be less in the way than in other forms of media. Advertisers in search are eagerly sought solutions.