With the announcement of the impending closing of Yahoo Publisher Network, a self-service platform for small publishers who syndicate contextual listings, small businesses were left wondering what to do next.

Marketing Vox, a marketing news site and daily newsletter, collected some tips from eZanga founder and CEO Rich Kahn about what those small businesses affected by the shutdown should look for as they forge ahead with their online marketing.

Rich’s tips included:

1. Customer Service is Key. You will want to be able to transfer data as quickly and efficiently as possible to get up and running again, he says. “When you find a company that provides hands-on care, you won’t end up wasting your marketing dollars by starting over.”

2. Look for Flexibility and Freedom to Optimize. Look for a network that gives you more control and optimization features throughout the process, beginning with creating the ad and all the way to who sees it, when they see it and for how much, Kahn says. “Working with a flexible online advertising network gives the small business owner more input on how their campaign is being run.”

3. Try Vertical Search Engines. Small business owners usually turn to the ‘Big Three’ search engines first with their marketing budget; however, cost effective marketing can be found elsewhere and for a lower cost per click, he says. So try looking into specific vertical search engines, like Expedia.com, that can relate to your business or even smaller search engines that allow you to reach a niche market. “Not only will you be getting quality traffic, but at a lower cost per click in a less competitive network.”

Go to marketingvox.com to view the article in its entirety.