In the 20th century, a business could advertise on a billboard, paying some fixed amount for every thousand “impressions” or views. And many of those viewers might not have been remotely interested in what you’re offering. For all your ad spend, you may or may not have gotten a sales lead or two. But you never knew for sure, since there wasn’t a good way to track.
With search engine marketing, you can do better
You can put your ad in front of people who are already searching for what you offer.
And you only pay when a potential customer actually clicks to your site. If someone searches for what you offer, but doesn’t click your result, you just got in front of your target customer FOR FREE. It’s a no-brainer.
You can then track your conversions and chart the effectiveness of your ads over time. At any point, you’re free to adjust your ad spend to suit your marketing budget or to focus on the products and services that make the biggest difference.