Pay Per Click Sites

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I'm just curious, for everybody who belongs to and uses PPC sites, do you actually read the ads or do you just click and wait for the 'OK' to close the ad out? If you do read the ads have you ever bought the product they are selling? I was just wondering how effective it is to promote your website through a PPC site. I've tried advertising with a PPC site before with not one person actually buying the product I was promoting.