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When you setup a “pay for click” campaign you may expect from $0,04 / click (for super small sites) to $1,01 / click (for sites like msn.com). The real question you have to answer is: why am I willing to pay for a click on a banner? What’s my target? Do I need conversions from my e-commerce portal? Without a proper analysis and setup you may waste a large quantity of money without any result.