1. Most ad media charge by exposures.
You pay the to expose your ad in print, radio, tv and internet, to an audience. They can tell you how many people are in the mailing or listening audience, but not if any of them are interested in you. There are no guarantees, no proof of product and no real way to track results. If it doesn’t work, you never know why. “Run some more ads”... “Create a better Ad”... “Try something different”... It's definitely a case of quantity over quality.  Perhaps you’ve tried abandoning one strategy after another in the hopes of finding that elusive audience and that successful form of advertising.

2. Google only changes you when
someone actually responds to your ad (via click).
Wouldn’t it be nice if the radio station or newspaper only billed you for the customers that responded to the ad? To sweeten that deal, you actually know those customers are interested in your products and services before they are even exposed to your ad. If you still like the concept of paying by exposure, Google analyses a per 1000 exposure price, shows you the comparison to per-click pricing, and lets you choose which is best for you.

3. You can make changes to your ad parameters quickly.
Let’s say your new mailer doesn’t produce any interest. You get to start all over with the design process and the costs of printing and mailing, not to mention the lost time in contacting your potential customers. Google adwords gives you instant access to changes in your campaign. They are generally available online within 15 minutes of posting. If something isn’t working or having a negative effect, eliminate it or change it right away. If something isn’t effective, your monthly reports will suggest some potential causes – such as low bids or vague keywords – and how to correct those too.

4. You can start reasonably small
and invest more when you see the results.
Of course, the more you decide to spend up front, the faster you will see results, but there is no minimum like other media.

5. You can target different customers
with multiple Ad Groups.
Traditional Advertising throws your message far and wide and hopes a few interested parties will pick it up. This confuses your branding and costs a lot of money too. Working with your options in the organic search, the paid ad placement and the content ad placement, you can set up a campaign to reach just about anyone who might be interested in your services. You can target by age, gender, location, language, time of day and more.  There are even ads for internet phone use such as the iPhone.