The majority of your audience finds you via a search engine and with Google promoting paid ads above organic ones you need to pay to be displayed.
PPC (Pay Per Click advertising) is one area of Search Engine Marketing (SEM). Together with SEO (Search Engine Optimisation) they are the main ways to target people using search engines to find answers to questions, general information or products to buy.
With the majority of your traffic coming from search engines the likes of Google are actually working against you by promoting paid adverts (from which they make money) above organic listings (from which they do not). Also important to consider is not just where Google would prefer a user clicks on the results page but where the user also wants to click. Users do not wish to scroll down the page of results and are even less keen to click to later pages of results; they want to engage with a website at the top of the list.
The placement of paid ads above organic listings mean they receive more clicks from users and so to stay competitive your brand, service or product needs to appear in this space. PPC (Pay Per Click advertising) is important for online business success and a necessary component for a complete and successful digital marketing campaign.