Accomplishment As Artwork

There are several reasons why online advertising, specifically search engine marketing, out performs traditional advertising such as T.V., radio, direct mail, billboards, and periodicals. The major benefits of a strong online advertising campaign versus traditional media are as follows:

1. Online advertising is based on a pay-per-performance model
2. Online advertising can be tracked and historical data can be analyzed
3. Specific geographical locations can be targeted accurately
4. Push versus pull model of obtaining and marketing to new clients

Pay-Per-Click or Pay-Me-First

Search engines have developed an advertising tool that has revolutionized the marketing and advertising industry. Traditionally, if you were looking to increase the volume of your business most entrepreneurs would turn to pricey media agencies to manage and develop a marketing campaign utilizing T.V. commercials, radio ads, direct mail, billboards, and/or periodicals. The majority of small to medium business owners were unable to afford such high price points and larger business had to provide the finances to obtain these services upfront with unknown expectations. Not only were these advertising services expensive and time consuming, but they were unreliable, difficult to track, and extremely competitive.

On the other hand, search engines such as Google, Yahoo, MSN, and Ask determined that this model was ineffective and overly expensive for your average small business owner. As a result, the creation of the pay-per-click or pay-per-performance model was introduced. Business owners of any size were now able to determine their own budget, track the results, target specific markets, and only be charged for this lead generating tool if their website was getting traffic. Rather than throwing marketing dollars into the wind and hoping for a return, now advertisers could compete with larger competitors and only pay a small fee for each visitor to their website.