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Recently, a new client of mine in Vancouver Canada brought something puzzling to my attention and needed my help to decipher across various discrepancies while they were working with Yellow Pages Group (YP) Canada with regards to their Pay-Per-Click (PPC) AdWords Campaign. As I was collecting many data points, I thought it would make sense to warn people on working with YPG as they may be double dipping in your wallet behind the scene. I basically was tasked to reverse engineer all aspects of their contractual agreement as YP Canada were unable (and probably unwilling) to shed any lights over a large number of data points. That in itself seemed troublesome enough to me to raise many red flags so here they are. 

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The number 1 reason why you are losing money with your Web site

So you have a Web site, hey? just like thousands of other companies. But tell me: How much traffic did you have last week?

You would be surprised to know that most directors of marketing and senior VPs haven’t a clue how many visitors their Web site gets in a given period. Most will proudly answer the question by saying, “I got 20,000 hits last month” thinking that this must be good. If they answer the question in terms of hits, I know that they don’t know what they are talking about.

A hit does not mean what you think it means and it certainly does not mean the amount of people who visited your site.  Most online business owners look at the biggest number in their stat reports - hits - to measure their success.

I use hits to measure lost opportunity because so many online business teams who use the word are uninformed. Most business owners don’t know what a hit means and more surprisingly, their webmaster may not know it either.

Once you progress in the learning curve you will start to master the language. The key to online savvy is education.

If you cannot answer a question about how much traffic you had last week it generally indicates that you are not doing search marketing as you should and are probably losing sales just like thousands of other companies who have beautiful Web sites, but no visitors. 

Many of you may have budgeted for a site re-design recently, but how much has been budgeted for the most important part of your online success, a search marketing campaign?

If your Web site seems more like a money pit than a source of revenue, learn about search engine marketing, search engine opitimazation and page views. And ask yourself this question:

Who is marketing your website?
a) the company hired to design the site
b) your in-house tech person
c) your in-house marketing person/team
d) nobody (we don’t have a budget for online marketing because we spent it on the design of the site)

Like most companies, you probably rely on your webmaster or your web designer to make website updates. Some webmasters will take care of your online promotion when they have the time, but they rarely do. You should know that most web designers are not interested in gaining traffic as they are not compensated based on sales.

Know this: getting 1-percent sales gain by search marketing takes only a few hours per month—building an online reputation is a full time position.

Building a site may take a few weeks or months. Gaining more traffic and maintaining a relationship with your customers is an ongoing effort, the same amount of sustained effort as building a business.

Traffic and sales have a direct relationship with one another: if you want more sales, increase your traffic. Read more about traffic here: articles