There is a general trend to more targeted online marketing. This is something we have said all along. Particularly for display ads - which tend to be the most expensive form of online advertising.
As a small business owner with a limited marketing budget, you should use display ads sparingly. Display ads work best when they are shown to a highly targeted market. General interest websites and web portals are not the place for your display ads.
Focus on both the ad and the target market. Define your target market, create an ad that targets that market and then select a site that targets that market.
The chances of finding a niche site that caters to the product you are marketing are very good. Increasingly, there are sites and blogs on just about every topic you can imagine.
Check the site out before you put your ad on the site. And, initially do a short run to judge the effectiveness of the ad.
While getting good organic search results are still the best place to put you online marketing dollars, targeted display ads can be effective.
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