A report from RevTrax found that paid search campaigns benefit both ecommerce and in-store sales.

A study from marketing firm RevTrax found that paid search marketing campaigns generate $6 in local spending for every $1 spent online, Search Engine Land reported. According to RevTrax, too many businesses using search marketing believe the channel can only improve their online sales, but RevTrax study proved the effective of paid search for local sales as well.

To conduct the study, RevTrax provided users with a coupon, either printable or mobile depending on their web access point, and tracked the use of these coupons. After two years of analysis, it was clear that shoppers are comfortable with both ecommerce and brick-and-mortar shopping, but prefer to shop in-store whenever possible.

According to the study, paid search marketing campaigns were especially useful in attracting new customers, as businesses included in the report said between 40 percent and 50 percent of shoppers were there for the first time. Moreover, while mobile coupons grew steadily, those accessed from PCs and printed were the most popular by far.

Paid search campaigns are often seen as an alternative to SEO. However, the methods are most successful when paired as an integrated search marketing campaign. Brafton reported last month that businesses using PPC should also develop quality content aimed at boosting SEO to give credibility to their company. PPC is an ideal search marketing method for fast returns, however, following SEO guidelines will improve a website’s standing on the internet in the long run. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.