Chapter 15: Paid advertising
August 2011
Beginner
274 pages
4h 41m
English
Content preview from eBu$iness: 7 steps to getting your small business online and making money now!
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
Start your free trial
Despite all the clever things you can do on your website to attract visitors, it is still worth using paid advertisements to spread the word about your business — and the good news is that online advertising is far easier and much cheaper than the offline alternatives.
Small business advertising has been the cash cow of the publishing industry for two centuries — a well-thought-out advertisement in a newspaper, phone directory or magazine has often been the first step in establishing the foundation of a commercial empire. At the very least, the local classifieds and Yellow Pages have been the main way smaller businesses have traditionally advertised.
Today advertising is moving online as readers and, more importantly, ...