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Regarding the ad the worked best, I couldn't tell what the heck the image was, and I'm curious - the image was interesting. Looks like a spiral of some sort. (I didn't see it as a stack of beer until I looked back after reading what it was.)

I suspect the higher click-through rate was more about curiosity about the image.

I have to admit, I've personally clicked through a couple ads for precisely this reason, only to immediately hit the back button upon realizing it was just an ad.

And the next time I see the ad, I do it again.

It may be effective at getting click throughs, but the retention rate likely leaves something to be desired.

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