PPC both complements and positively affects other areas of your online and offline marketing programs.
For example, let’s say a business is selling sporting goods. A prospect clicks an ad, lands on a page that sells tennis balls and buys 10 of them. Not only was the primary goal of generating a sale achieved, key information was also collected, such as phone number and email address. If the customer opted-in to receiving further offers, they can be added to an email list where other products can be marketed to them in the future. In this instance, paid search complemented the email-marketing program by adding the best kind of user to the list (one who has already converted), while generating immediate revenue and profit through the initial PPC conversion.
Another way to demonstrate how PPC positively affects other marketing channels is taking the insights that were learned and successfully applying them to other channels. For instance, it has been proven time and again that the presence of a paid search ad helps the click-thru-rate of organic (SEO) listings. Google can actually measure the impact paid search has on SEO and vice versa. The case for PPC is strengthened when CMO’s and CEO’s believe one marketing channel can play a part in improving the performance of another.
PPC data also provides insights into human behavior. Search query reports show exactly how users are searching for products and services. Demographic data provides detailed performance breakdowns of traffic by gender, age, and parental status. All of this data provides ample insights into who your customer is and how they behave. This data can be applied across multiple marketing channels for targeted optimizations that lead to improved performance, which is ample evidence to support the case for paid search expansion.