There is, and has always been, a fairly vocal segment of people who state that online advertising simply doesn’t work, especially as the audience it’s catered to grows increasingly savvy. While that may be true, at least to a certain extent, it doesn’t mean that your efforts are going to waste.
It goes without saying that the click through rates of your ads are important. After all, it’s unlikely that you’re going to get any sales if you can’t drive traffic to your site in the first place. But, it’s also necessary to remember that, although your ad may not be getting an ideal number of clicks, there’s still a more than decent chance that it’s still leaving an impression on the user base you’re targeting. While there may indeed be a group of consumers who refuse to click on any paid online advertising, the potential to reach them, along with more approachable users, by making a concerted effort to attract them not just with paid advertising, but also social media and search engine optimization.
A specific consumer may not click on your ad directly, whether out of principle or just a subconscious refusal to do so, but the content of your ad may lead them to perform a search of whatever it was in it that piqued their interest. Integrating the keywords that you’re bidding on through Pay Per Click, or any other similar forms of advertising, into your social media campaigns and website SEO allows you an indirect way to reach your customer that can’t be measured through metrics such as CTR.
Likewise, the coordination of your efforts can serve as an effective branding technique for your company, which, in addition to possibly helping sales (it certain can’t hurt), also has the side benefit of potentially increasing the viability and potential success of your social media efforts. It’s only logical that a marked improvement in the visibility of your brand can only lead to a larger amount of discussion regarding it.
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