I'm about to launch my first ever Media Buy campaign in the music/drumloop/instrumental niche. I've developed my own product I'll be advertising for $49.95. I've checked BuySellAds and other Ad Networks for music-related websites and honestly, I wasn't impressed by the traffic I saw. So I sought after niche-related websites in attempt to do Direct Buys. The website I've chosen has an Alexa Rank right around 10,000 and is offering Top Banner placement (728x90) spots. It's $99.00 for 100,000 impressions. But this being my first ever campaign, I have some newbie questions. 1). On average what kind of results or CTR could I expect from 100,000 impressions? Is it too much to expect 1000-2000 clicks? 2). Can banner-ads typically reach above 2% CTR? I've read articles before that say 0.05% is more likely. 3). There's another authority site in my niche offering banner ads (728x90 again) but it's at the footer. How much worse do footer ads usually perform than header ones? Would I be wasting my time? It's only $50.00 for 30 days.