In this case , AKs are a better comparison because the ACR would be an assault rifle like the AKs . <| sep |> CPA . Impressions , clicks and CTR tell you nothing on their own , unless you ' re doing display for branding , awareness or demand gen . I could jack your CTR through the roof by deploying a banner offering free blowjobs . You know what that ' s gonna do to your CPA ? Full disclosure , I only work in display these days through retargeting , but I used to spend 5 figures a month of my own money on display when I worked in affiliate marketing . <| sep |> This is truly amazing . Awesome DIY OP <| sep |> The problem is that you need money because you don ' t have the cashflow , so you borrow ahead of time , then the fee they take just sets you even further behind for next month . And again . And again . Repeat customers .