A major difference between the top tier pay-per click ad sites and the social media sites lies in the delivery method used to display the advisement. Google, Yahoo!, and MSN present ads to users based upon search queries matching predetermined keywords chosen by the advertiser. On the other hand, ads in social media PPC sites are targeted to users based upon the demographical information provided in their profiles. Age, gender, and location are some of the key demographic variables that advertisers can make specific selections in targeting customers.

If unsure of whether social media sites will be an effective advertising driver for you, it is recommended that you perform a test. Purchase the minimum amount of clicks on MySpace and/or Facebook and start monitoring your internet traffic to assess each ad site’s effectiveness in reaching your target market. Facebook and MySpace alike provide their advertisers with an analytical package that displays demographical data and metrics that pertain to the performance of the ad campaign. Through this feedback, advertisers can decide whether social media marketing is an effective channel in reaching their customers.