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Per click is important, and I always went by it, then ROI became more important, if you pay to be on the SE and you make 10 cents per click with good 1:10 ratios but are paying 8 cents per click it's not as big a deal as if you get 100k free gallery hits per day that do 1:1000 and the traffic is free. Just want to be comfortably ahead on ROI and I say do it all, diversify.
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