Pay per click advertising works because:

* By using the bidding system, similar to how an action works,everyone can compete on a level playing field.
* Pay per click is cost efficient.
* Results are measurable.
* It's extremely well targeted.
* Pay per click is the ultimate in direct response.

all the above thougth's of pay per click advertising benefits. This is the one of way of the marketing method that you should be using.