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Knowing how and where to buy ad space is a skill. Who cares how much the traffic costs? How much is the traffic EARNING? How many sales are you getting from the skimmed traffic and how many sales are you getting from the banner? How is the traffic interacting with your tour? Are you doing other things with the traffic you buy to retain a visitor even if they don't join right then?
Traffic varies MASSIVELY in both cost and value and generally there's a good reason for the variations. It takes trial and error to figure it out.
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