Search marketing is so awesome because it's efficient – the ROI is measurable and tangible.
Those big brand advertisers – the ones spending millions to advertise on TV, radio, and billboards – what do they know? What a waste of money, right?
Well, if those formats are so useless, why are the big companies pouring so much money into these ads every year? What do they know that we don't?
Well, maybe they know that if consumers have never heard of you, they won't search for you when they need the product or service you sell. And if they do a search, most probably won't click on your paid search ad or organic listing. And if they don't click on your brand, they can't buy from you.