5. Tailoring the message to behavior
The latest generation of online ads can match ad placement and content to an individual's online search behavior. People who search for restaurants late in the work week might find coupon ads for local weekend dining placed on sites they routinely visit on Thursdays and Fridays. Another person who searches for tennis racquets and later travel bargains might find a free tennis travel case as an incentive in an ad for a tennis resort.

6. Affordable entry into new markets
Expanding into new markets, especially during difficult economic times, is a particularly effective way to stay competitive. For small and mid-size businesses, this type of expansion is critical. Many seeking to expand their reach, as traditional outlets for their goods and services are constricting, have effectively turned to new markets through paid search.

7. More media flexibility
With most traditional media, once an ad is printed, aired or otherwise published, there's little to be done except watch how things play out. With paid search, keywords, creative and copy can all be adjusted quickly before and during a campaign, if necessary. And paid search can be an effective asset when coordinating traditional media strategies. Test promotional offers, ad copy or creative in PPC ads, then translate the most successful into a traditional advertising campaign.

8. Quick results
There are few online marketing tactics that offer quicker results than PPC ads. In the case of text ads, the turnaround from creative to placement is a matter of hours rather than days or weeks. With good analytics installed, the feedback can be analyzed and the ad creative modified again and again if necessary. And in very short order, the most effective version of the ad can be generating tangible results.