Save Text Input to DB – OTHER THAN WP_OPTIONS TABLE???

I am trying to save data to a new table I created when the Plugin is installed. However all the examples show using the default wp_options

update_option(“widget_mywidget_site”, $options_site);

How can I save data to a new table in the db?

Code below:

<?php
/*******************************************************************
*			INSTALL DB TABLE - ONLY AT RUN TIME                    *
*******************************************************************/
function ed_xml_install() {
	global $wpdb;

	$ed_xml_data = $wpdb->prefix . "ed_xml_data";
	if($wpdb->get_var("SHOW TABLES LIKE '$ed_xml_data'") != $ed_xml_data) {

	$sql = "CREATE TABLE " . ed_xml_data . " (
	  id mediumint(9) NOT NULL AUTO_INCREMENT,
	  name tinytext NOT NULL,
	  address text NOT NULL,
	  url VARCHAR(55) NOT NULL,
	  phone bigint(11) DEFAULT '0' NOT NULL,
	  UNIQUE KEY id (id)
	);";

      require_once(ABSPATH . 'wp-admin/includes/upgrade.php');
      dbDelta($sql);

      $name = "Example Business Name";
      $address = "1234 Example Street";
	  $url = "https://www.google.com";
	  $phone = "523-3232-323232";

      $insert = "INSERT INTO " . ed_xml_data .
            " (phone, name, address, url) " .
            "VALUES ('" . phone() . "','" . $wpdb->escape($name) . "','" . $wpdb->escape($address) . "', '"  . $wpdb->escape($url) . "')";

      $results = $wpdb->query( $insert );
	}
}

//call the install hook
register_activation_hook(__FILE__,'ed_xml_install');
?>
<?php
/*******************************************************************
*			CREATE MENU, CREATE MENU CONTENT                       *
*******************************************************************/
if ( is_admin() ){

/* place it under the ED menu */
//TODO $allowed_group = '';

/* Call the html code */
add_action('admin_menu', 'ed_xmlcreator_admin_menu');

function ed_xmlcreator_admin_menu() {
add_options_page('ED XML Creator', 'ED XML Creator', 'administrator', 'ed_xml_creator', 'ed_xmlcreator_html_page');
}
}
?>
<?php
/*******************************************************************
*			CONTENT OF MENU CONTENT                                *
*******************************************************************/

function ed_xmlcreator_html_page() {
<div>
<h2>Editors Deal XML Options</h2>
<p>Fill in the below information which will get passed to the .XML file.</p>
<p>[<a href="" title="view XML file">view XML file</a>]</p>

<form method="post" action="options.php">
<?php wp_nonce_field('update-options'); ?>

<table width="510">
<!-- title -->
<tr valign="top">
<th width="92" scope="row">Deal URL</th>
<td width="406">
<input name="url" type="text" id="url"
value="<?php echo get_option('url'); ?>" />
</td>
</tr>

<!-- description -->
<tr valign="top">
<th width="92" scope="row">Deal Address</th>
<td width="406">
<input name="address" type="text" id="address"
value="<?php echo get_option('address'); ?>" />
</td>
</tr>

<!-- business name -->
<tr valign="top">
<th width="92" scope="row">Business Phone</th>
<td width="406">
<input name="phone" type="text" id="phone"
value="<?php echo get_option('phone'); ?>" />
</td>
</tr>

<!-- address -->
<tr valign="top">
<th width="92" scope="row">Business Name</th>
<td width="406">
<input name="name" type="text" id="name"
value="<?php echo get_option('name'); ?>" />
</td>
</tr>
</table>

<input type="hidden" name="action" value="update" />
<input type="hidden" name="page_options" value="hello_world_data" />

<p>
<input type="submit" value="<?php _e('Save Changes') ?>" />
</p>

</form>
</div>

?>