Pay per click is one of the most widely used advertising models on the internet and with Google AdWords leading the way, it allows you to use Google's web dominance to your advantage. Search traffic is still the largest traffic component on the internet and with social networks catching on, there is one fundamental difference that we need to consider as advertisers.
Everybody seems to be jumping unto the Facebook bandwagon with countless "gurus" promoting it as the best new traffic source online. What social media traffic lacks however is one of the most important words in online marketing and that is intent.
When someone is doing a search on any of the search engines, their intent is very clear in the form of the keywords they are entering into a search bar. They are looking for something very specific and most of all, they are in a specific frame of mind. they are actively looking for something and as an advertiser you can bid on keywords that reflect a specific intent.
On social networks, both the user mindset and the user intent is completely different. No one uses Facebook with the hope of being advertised to. In fact, people use social networks with zero commercial intent. Although you can use keyword targeting with Facebook Ads, its really not hat targeted at all.
Obviously every traffic source has potential, but for the time being pay per click traffic still offers a level of targeting that allows you to laser target traffic with exact user intent. Yes, it comes at a price and it is expensive but adverting is all about ROI and if the ROI makes sense then pay per click is the way to go.
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