Your PPC advertising strategy will be vastly different depending on the platform you’re using.

That’s because getting a person’s attention via search marketing (say, Google Adwords) is a much different process than getting a person’s attention via interruption marketing (say, Facebook Ads). Let’s examine those differences for a moment.

When writing a PPC ad for Google Adwords, you’re simply trying to mirror what the person is searching for. If they search for “dog leashes,” you want your ad to deliver “dog leashes.” What’s more, you want your ad to stand out from your competition so your ad gets clicked instead of theirs.

But the mindset of a person searching Google is extremely different from a person surfing Facebook and checking the latest updates.

A person on Facebook isn’t actively searching for anything. They’re probably updating their profile, reading their friends’ updates, responding to a few of them. They’re basically engaged in leisure activity.

They’re not trying to solve a problem or find information.

So how do you get a Facebook user’s attention?