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Yeah, but...How much of those ppl. even click ads then you have subtract some ppl. which gives you a smaller total. Say 300-500 ppl. click your add that's not that much FOR A 100$. Or from that the knowledge that I currently possess from out sites it's not.
As always with a business it comes down to ROI. What is received in terms of visitors, sales, branding, and overall support. As an individual website as a side business $100 may seem like a lot, but for most professionals its very low. At one point I was a member of CJ.com as an advertiser and I believe we were paying a minimum of $250/month in fees just to be a part of their network. Some hosting companies will pay nearly that for one sale, but of course it all depends on margins and the almighty ROI.