My landing page has an email capture form that I quickly change to match different offers. I need not only a low cost advertising channel, but quick execution (unlike adwords).
If you're in retail and looking for a quick lever to pull to get a high volume of traffic to your site, I'd definitely recommend starting with Facebook ads. They're easy to set up and optimize, and they're image-based, which is extremely helpful in a retail context.
Adwords is far more complex and relies on people searching for certain keywords - meaning you're either paying a lot more for high-volume keywords, or you're trading volume for quality. Not to mention their text-only format - not ideal. Also, in my experience, display ads get pretty dismal click-through rates.
I'd stick with Facebook (and maybe Twitter) as your first move. Let me know if you'd like to discuss further!
