In their book The Ultimate Guide to Google Adwords authors Marshall and Todd propose the following pecking order of ads which clearly go from most to least measurable.
1. Google Paid Search
2. Search Engine Optimization (targeted only to terms which are proven money makers though Paid Search.
3. Other PPC Yahoo, MSN, etc..
4. E-mail Marketing
5. Affiliates
6. Banner Ads
7. Press releases (a guerilla SEO tactic)
8. Direct Mail
9. Print
Paid search will tell us how well customers are responding to our message immediately. Changes can be made so we aren't stuck with the same terrible looking magazine ad that our customers hate because that's the one they decided to print. Especially in this market, I believe that business owners should only allocate scarce resources to solutions which will provide measurable results for their business.
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