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Edward: No, I only show 8 click throughs. And, of those 8, 4 are duplicates. And, of those 4, none were human.
Client: But wait, I paid $2,000 to run that banner and they said it would bring a minimum of xx number of click throughs.
Edward: You could have easily have given me that $2,000 and we could have increased our daily spend with AdWords.
Client: Well, I thought I would try a banner with this resource as they have a reputable name in the industry and the program looked good.
Edward: Let them know that I'm looking at raw server logs for the month of 2006 March and they were responsible for 4 click throughs that were not human. Where is the value in that? Get your money back now and give it to me.
Client: I'm going to listen to you next time when you tell me that it may not be worth it.
Edward: I told you so!
Moral of the story? Track your banner ad campaigns closely. Are those real visitors? Or are they bots?