Over the years, I have been selling search advertising/marketing and one of the ways necessary to better sell especially to businesses that are new to search is to prove that it is a far more cost effective way of advertising as compared to many other forms of advertising mediums. Not too long ago, I posted a short but important blog post on my company's blog that search advertising is the most cost effective method of advertising. The study done by Piper Jaffray shows that the cost per lead from the search engines is a fraction of the cost of email marketing, direct mail, online banners or yellow pages.