The ability to fine tune your campaign is one of the biggest advantages of seo. When I say fine tuning I mean that you can change your advertisement according to your visitors. Google analytics can show you exactly where your visitors are going. What page they enter your site from and when they go from there.
This also allows you to see if there’s a certain page that visitors leave. Knowing that, allows you to change that page and hopefully getting your visitors to keep going to the next page. Or if your process is too short and not allowing your visitors you get to know you and your products. Thus not buying anything.
Let your visitor show you what they need and then change you approach to suite them.