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I definitely agree with always changing up ads that you can, so as to keep a fresh look for surfers who've "been there, done that".
It's probably extrordinarily rare that we get surfers who have never seen our paysite or product before, unless it is brand spanking new. So you can make it look brand new again with fresh ads, even custom made ads.
Most content licenses allows you to use a few images for advertising, and I think thats a great way to show a *totally* new ad to your surfers.
In some cases, sponsors allow linking to the join page (see sig, lol) which allows you to make a whole custom tour..
But even swapping around banners can make a nice difference on "old" traffic!
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