I have never had good luck with online advertising--the kind you do with Google and the like and now LinkedIn, etc. By luck I mean sales, money coming in the door, cash flow improvement...I thought it was perhaps just the kind of services and products we provide: high-end, targeted market, B2B and so forth. Nope. Turns out the Emperor has no clothes even when you are talking B2C. More and more I am seeing reports of how clicks in online ads do not "convert" (turn into) sales for many companies, products, and services, which tallies quite nicely with my own experience.
So, the newest and latest spin on why companies should continue to spend money on such advertising is what magazines and newspapers have been saying for years about print advertising, especially display advertising: getting the eyes on the prize is what matters most. Only in Web-speak the terms are "ad viewability" and "hover time." These matter more than clicks, sign-ups, and purchases. Really now? If that is the case, then why not a big, beautiful, full-color print ad?