Why use “cost per click”? Its simple really. Advertising can get very expensive, especially for those businesses that are just starting out in their industry, so they each need a way to draw customers to their web site.
Many new businesses will spend thousands of dollars a month to place ads in newspapers or magazines but they see little return on investment. Using a “cost per click” method of advertising can save businesses extra expense because they will only pay when a perspective customer clicks on their add.
When a person clicks on an add it usually means they are somewhat interested in the product or service being offered. And, although "cost per click" advertising cannot guarantee to raise sales, it definitely will increase the customer list for a business. Each time your banner receives a click there is a 50/50 chance the customer will review your web site and choose to make a purchase, or at least add you to their favorites for future review.