I tend to let my imagination get the best of me… but hear me out for a second.

Speed of light. Wormholes. Einstein’s theory of relativity. The day a physicist cracks the code on time travel, billions of people will stand in line to ride a stegosaurus, take a selfie with Napoleon, or relive the moment their voice cracked asking their crush to homecoming in front of the entire school (not saying this happened to me).

I, on the other hand, will be very eager to place an advertisement into the past! Just imagine. The power to calculate, to the nanosecond, the most opportune moment our personalized creative (perfected through numerous time jumps) can alter their unique purchasing behavior and guarantee a lifetime, recurring customer. Mind Control or Destiny? I’m an optimist, so my default thought process will be “That person needed our services, but didn’t know it yet.” Hence, complete rationalization for the ad intervention.

Snapping back to 2015, I find myself using similar terminology from my daydream to describe the benefits of Pay-Per-Click (PPC) campaigns to clients. Cross-Device Placements. Geo-Targeting. Conversion Analytics. Auto-Optimization. These advanced capabilities leverage complicated algorithms continually learning a person’s digital habits and predicting the one out of a billion ads to display based on maximized probability calculations. And this process occurs 49,803 times each second for Search Ads on Google alone.

Why am I bringing this up? To be a successful business in today’s society, you don’t need to know how to build a computer. But, you do need to use one. Paid search ads have become the fundamental backbone for SEO optimization and digital advertising, which in turn increases the chances of people finding your business online. For those of you still playing catch-up with technology, do not be intimidated by the big words and fancy tech talk. However, do be fearful that innovation is happening daily and it’s taking the consumers with them. If you remain stagnant, the gap between you and your customer is only expanding.

To be clear, I’m not saying PPC campaigns are the solution for everyone. If the strategy aligns with your unique marketing objectives and reaches a desired audience, then it’s a necessity. But, search engine advertising is simply one piece of a firm’s overall marketing strategy, complementing other digital and traditional mediums. A diversified presence is key for remaining top-of-mind in such a saturated, global market.

My suggestion… Always stay hip to innovations affecting how people process information and make purchasing decisions. If you don’t have the time, find people who do. Don’t make the mistake in assuming people aren’t using a technology, just because you still don’t. The future of advertising is already upon us. Embrace it.