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It seems to be repeated over and over. Blogs aren't where people go looking for ads. My directory gets 10% of the traffic my blog gets, but generates 30x the revenue. Not that it's much but it all helps.

I've been doing Direct Marketing for 10 years, and have been looking at the history of the business, and we will often have the same questions you have.

We focus on results, so if CPC is where the revenue is, then that's where the ad $ should go.

As far as ads being white noise, I think that's been a problem since they were first invented - it's always about having a unique product, and promoting it uniquely.

Finally, running a small business, I'm sure you have a limited supply of either money or time - the answer to question 3 is based on your limitations.

Good luck.

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