PPC is important for a number of reasons. Firstly, given the exponential growth of the internet and the shift to digital business, customers, clients, users, and potential prospects are now more reachable than ever. A small, independent artist no longer has to limit themselves to their local community, and can instead push their products in front of millions of users around the world. The playing field has never before been so accessible, with web platforms allowing businesses to get online in a matter of hours. This increase in competition makes organic competition incredibly fierce and, in some cases, leaves marketers with no other option than to pay for exposure.
PPC is an extremely popular marketing method due to one's ability to directly attribute a level of spend with a result. With pay-per-click, the advertiser only spends when a user clicks the ad and so, in theory, the spend isn't wasted. In this context, you have been successful in bringing the customer off the street and into your store. PPC is undoubtedly more complex than this; marketers around the world work to target their PPC efforts perfectly to bring in customers and users that are most likely to convert. This is why hiring a PPC agency is valuable to your business - they know the ins and outs, have experience of what works in what industries, and can help to scale your business more quickly due to their extensive knowledge of the channel. The strength of PPC agencies here is their ability to test a wide variety of metrics, such as the user's location or the users demographic, to push advertising efforts to a smaller niche and give you more time to focus on other important business tasks. In a world where data is invaluable, understanding your customer is more important than ever before, and PPC is a huge component in allowing marketers to target users based on their intent.