When it comes to online paid search advertising, Google’s text based AdWords are clearly the 800lb gorilla in the room. But the display ads that are used by Facebook for their paid search advertising, (as opposed to text based ads), are becoming increasingly more popular as more people continue to advertise on Facebook.

We have been achieving very positive results for a number of our clients by adding Facebook's paid search advertising model (and other social media sites) into their overall paid search advertising mix.

One key difference between Google and Facebook advertising is the active vs. passive nature of anyone who views your ad. With Google (active) someone types in a related search term that triggers your ad, they are actively looking for your product or service. But with Facebook (passive) people are usually there for social based reasons and might happen to notice your ad while they are doing something else on Facebook.