Probably 80% of these people are looking for information. If
you are a for-profit business then you don’t care too much
about those people; they aren’t spending any money. But the
other 20% of the people in this pipe are actively looking for products
and services. Of those 20%, we are still talking about multiple
millions of people, but all we care about are the .0001% of that
20% that are looking for a product or service that you provide.
Search engines provide the best method to pinpoint and attract the
exact people you want, sifted out of hundreds of millions of online
participants. It is the opposite of mass marketing. The goal of
paid search is to only pay for the best, most targeted individuals
available pulled with laser-like precision out of that big virtual
pipeline of people.
Paid search is the first open, international market for advertising
that has ever been created. There are no sales reps or traffic coordinators
to deal with or pay indirectly for. As the advertising buyer, you
need absolutely no negotiating skills. There are no discounts granted
to ‘deeper-pocket’ advertisers that spend more. This
is pure, unadulterated, efficient marketing.