What each option buys
Search ads show your business to people typing a related query. An email or text list reaches customers who already opted in. A station screen puts your message in a room where local people spend time, like a bowling alley or a gym, where guests stop to rent a portable charger.
How each one charges you
Search bills per click, so costs rise with competition. A customer list costs whatever your email or text tool costs to send. A station placement is one quoted price for named venues and dates. See what shapes the rates.
How much of your time each takes
Search needs ongoing attention to keywords and bids. A list takes an hour or so per send. A placement takes one round of creative and approval, and then it runs.
Where each finds its audience
Search finds people already looking. A list reaches people who already know you, which is best for repeat business. A screen reaches whoever is in that venue, which suits businesses nearby whose customers go to the same places.
How to judge results
Search and email report clicks and opens. A screen placement cannot be tied to individual customers, so use a code or offer unique to the screen to see what it brings in. The measurement page explains what we report.
Mixing the three
The options work well together. A screen at the bowling alley down the street can carry the same offer you send to your customer list, with a different code on each, so you learn which one brought people in. Search can then catch the people who look you up after seeing either one.
Where to start
For repeat business, start with your customer list, add a narrow search campaign next, and test a screen placement at one venue your customers already visit. If your business sits near a host venue, the screen can move up the list.