PPC ads is important even to marketers that rely mainly on direct mailings. They help shortcut the lead generation process by pulling in a more qualified, captive market and getting to the sale quicker.

An effective PPC ad campaign is not just about higher click-through rates or better keywords or blindly increasing spending. This is where Google’s advertising metrics fails to tell the entire story. For example, you could run an ad to give away $100 everyday and get phenomenal click-through rates but clearly it would not be an effective PPC campaign.