Paid search and programmatic suffer from a lack of marketing coolness. Much less Mad Men going on here. It’s much more groups of cubicaled human robots tapping on their keyboards and discussing algorithms.

But paid search makes up nearly 40 percent of the overall digital marketing spend because it works. It’s often the least expensive and most effective at lower funnel activity. Many skip it because it does take a level of expertise or you have to know one of those algorithmic talkers.

But here are a few reasons to jump in if you haven’t already.

Making Paid Search Cool