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Go and look at ad google adwords. The cost per click may seem low, but when you look at just how many people are advertising and just how many clicks google gets you start to get a rough idea. Bear in mind that if you search for anything that has a commercial link the first 20 pages are likely to be pay per click links that are well above the lowest cost per click and you start to get an idea of just how much money google can make from these schemes.
If AtW gets SKA up and running and add some sort of advertising scheme like this he will make millions with only a fraction of the traffic google has.
The reason they make money is that their advertising (AdWords) works, i.e. it gets results.
My Plan B has used about £500 a month on adwords and it pays itself 10x in sales easily.
Luckily, due to a lot of effort on SEO on my part, my Plan B website now ranks top of the 1st page in Google for my keywords naturally, and so Google get very little from me now.
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