10 years ago, advertising was the preserve of large businesses with big marketing budgets. In fact a whole ecosystem of marketing and advertising agencies would make money designing, testing and implementing expensive advertising campaigns.

Today however things are vastly different and you can spend much less money, and still reach millions using search engine advertising. In line with these changes, Google and Bing, in particular, have made online advertising easy to use and available to all businesses, even those with smaller budgets.