Not everyone has a product to sell. Some people are affiliates or make money through ads.In which case, PPC is a form of arbitrage for them. Others have an offl

Not everyone has a product to sell. Some people are affiliates or make money through ads.In which case, PPC is a form of arbitrage for them. Others have an offline product, and only run ads to increase brand awareness of that product. So pay per actions makes little sense, since they can't track them. There are also some niches where there's more ROI in PPC.