Chapter 15: Paid advertising

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, ...

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