I am going to discuss one live example, but there are actually more who do this, SO - it probably does make profit. I could just try it out, but would like to ask first anyway.
Disable your ad-block plugin.
Google this term:
free web hosting
Please avoid clicking it (just copy/paste the domain to the address bar)......
Now, can you see the advertisement for the domain "top10bestweb....."?
Examining the landing page (it's actually the index page) there's a list of affiliate links to paid hosting. Nothing more as far as I can tell. There's an opt-in mailing list at the bottom of the page though.
Let's take hostgator.com from that list as an example.
In CJ I see that the 3 months EPC is $41 for hostgator.com (avg. 100 clicks produce). Each sale grants the affiliate $100.
In Google's Keyword Planner I see that the CPC is about $10 (USA).
Now, mathematically that means that this advertiser is losing money!
Why? Because he spends (100clicks x $10 = $1000) in order to generate $41.
Am I wrong? What did I get wrong? How am I wrong? What is the incentive of the above advertiser? Why would this advertiser choose to do that?
What do you think?
Maybe the PPC that Google's Keyword Planner is not the real, final, PPC price? I've seen opposite cases where I was suggested by Google's Keyword Planner to bid $1 but then the ads did not show, unless I would double and even triple that.