Great news! Now TV ads will be charged on a performance basis, so if you don't see sales, you don't pay. Obviously that's absurd. TV ads build brand and do other things that lead to indirect sales. And so does search, which is why Gord Hotchkiss's uses that made-up TV pricing model to kick off his Search's Multiplier Effect: The Hidden Value of SEM article at MediaPost. If you only measure clickthrough and conversion from that, you might be missing the full value of search. My past Most Conversions Happen Offline; You Need To Measure These! looks at this issue more, with some related reading from Fredrick Marckini and others that underscores the need to measure the full value.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.