Do you expect EVERYONE who comes to your site to buy something EVERYTIME they visit your site? Of course not, that is NOT realistic.
It’s Google AdWords
not Google GuaranteedPurchaseEveryTime It’sClickedWords. With billions of web sites out there you have to get people to come to YOUR site and get to know you. Expect them to shop around, but they will come back to your site if you are competitively priced and give them more for their money.
You WILL get a “halo effect” from an acquisition/branding PPC strategy. People may come to you the first time from your PPC ad and then return later to purchase. Your PPC campaign has done its job – it brought people to your site, maybe not for an immediate conversion, but you became known to the customer and they did come back and convert.
Now that you have them as a customer: Did you get their email address? Did you give them a reason for you to keep in touch with them?
You know it is cheaper to get an existing customer back for an additional purchase than it is to get someone to your site for the first time.
These principles pertain to “brick and mortar” retail outlets as well as web sites. Even in this world of instant gratification you need to build relationships.
PPC or TV or SEO or Radio or Social Media or Print or Social Media are not mutually exclusive. With your target market split between hundreds of TV channels and billions of web sites you need a multi-channel marketing strategy to reach your customers where there are.