Traditional advertising requires you to advertise to the many in order to reach the few (think newspapers, television commercials, etc.). Due to technology, we no longer have to waste advertising spend and can bypass the “many” part and go straight towards the “few,” allowing advertisers pinpoint control over their advertising endeavors.
Paid search marketing allows us to market to people directly searching for your product or service. Yes it is that simple. 80% of people research a product or service in a search engine before committing. If your company is not there you are not in the consideration set.