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.
It's also a very fast way to test your product, site, or page effectiveness. You can use it to gather information on what works and what doesn't work. You can use it to find the best keywords to chase in organic optimization.
I wouldn't say its a level playing field when you have big company like Amazon, Ebay and Best Buy to name a few, who paying $2.50 and $5 per click...I even seen some of those big fish paying up to $10 per click. I would say its a level playing field when you have a set and low PPC. Thats just what I think...