How & where I can advertise/spend $20,000 budget for my startup?

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I have just launched my startup. I don’t know how & where to advertise, I tried google adwords and facebook ads for a couple of days but I felt they will not work for me, Because I don’t have any specific keyword to describe my startup.

It is totally a new idea and I can describe it as a new and alternative search engine, a web 2.0 base search engine, a search engine with human optimized results.
Can any one advise me how and where I can advertise/spend my $20,000 budget.

Personally I feel that my startup needs more media/news coverage than the targeted keyword advertisement. Do the technology news blogs i.e. techcrunch or venturebeat post sponsored news or they just accept banner ads/through advertisement.

I just need to “spread the word” then I am sure most people will love to use it because its free and it brings more relevant results for web surfers and for web site owners they can just add they web site and choose their keywords it takes less than a minute. You can test it at http://www.socialsu.com

All suggestions are welcome
Thanks