Lets look at a recent Paid Ads campaign.
Here is what the client said after initiating an aggressive Google Adwords campaign. “…Also note in the graph that in August our Used Car sales as a percentage of our market was extremely high. When I was reviewing the pay per click with our managers I discovered something more interesting. Our pageviews increased 28% however our preowned vehicle search results increased 121%. More evidence that our PPC effected our numbers in August (after a weak July).”
It is important to note that ROI is an important condition of the efficacy of Paid Search – if it costs more to make the sale, your margins need to remain in tact to justify PPC advertising.