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The traditional ways a small business could advertise used to be very straightforward but limited. For example, a business could generate awareness for a product or service by placing ads in the newspaper, running a television spot, displaying messages on billboards, sending mailers to households, and so on. However, the marketing landscape has changed drastically due to the Internet. Small businesses can now drive cost-efficient performance through targeted search listings, social placements, and more. To illustrate how the Internet can serve small businesses better than traditional channels, this post compares Paid Search listings (ads that appear above natural results on Google/Bing/Yahoo search result pages) to ads within a local newspaper and a local mailer. Costs Paid Search is the most cost-efficient and flexible marketing channel.  Ad Messaging Unlike traditional channels, Paid Search can run multiple customized ad variations that auto-optimize to the best performer.  Audience Targeting Paid Search can target specific audiences effectively while other channels cannot.  Location Targeting Paid Search can target specific defined locations while traditional channels cannot.  Reporting Paid Search can track activities other channels cannot.  Ad Placements Paid Search can place low-cost ads in premium positions where they will get noticed while ads in traditional channels are more likely to be overlooked.  Ad Duration Commitment Paid Search has no time-duration commitment and can serve for as short or as long as you want.  Overall, online placements like Paid Search are the best way to connect your products and services with the right customers. In comparison to traditional methods they’re more cost-efficient, targetable, trackable, and customizable.
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