Paid search revolutionized marketing because of its usefulness. It proved that advertising didn't have to be annoying and didn't have to divert attention away from the user's interest.
Search marketing in its original form is one of the most efficient advertising channels that has ever existed. It is fully measurable for the advertisers and it drives value for the user.
In its original form it is based on keywords, text ads, real-time auction bidding and quality scoring. Today it has added audience targeting, advanced optimization algorithms and dynamic ad formats.
Learning to master search engine advertising is understanding the economics of the internet. It is also a foundation for mastering all types of digital advertising.