Google Adwords
Love them or not Google adwords and pay per click are going to be around for a while. We have been using adwords for 3 years now and they give excellent ROI. At one stage 30% of our business was generated by adwords and when used correctly they can give a small company some major clout.
Adwords give you an insight into your potential cutomers and competitors. It helps you think about your message and gives you real-time feedback on its effectiveness. Adwords should be used to compliment SEO. Customers can control and monitor their own google adwords account.