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Kon just means that Seek doesn’t promise how many clicks or expected click-through rates so he doesn’t know how much traffic he’ll get without committing to buying $$ worth of impressions. I’m not sure how Seek sells their inventory but a lot of them even charge by the month, spruiking expected impressions – which you share with others in that spot – so there are a lot of unknowns.

As Aidan was saying, a lot of advertisers aren’t interested in getting traffic but rather brand exposure and having your ad on seen a reputable site like Seek would help there.

Tracking links is very important though and people should become familiar with Google’s URL builder as it can be used for everything from emails to forum signatures – https://ga-dev-tools.appspot.com/campaign-url-builder/