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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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01/26 /// Online & Social Media Specialist - University of British Colombia (UBC) - Vancouver (BC);
University of British Colombia (UBC) (Sauder School of Business at the University of British Columbia)

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"I first got to know Alex on a business level working with him as part of my marketing team. From the moment I met Alex I was struck by both his enthusiasm for business and his clear understanding of the eMarketing world and the importance of search engine optimization.”

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Intrawest Corporation

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Term Definition

Search Engine Marketing /// The act of marketing a website via search engines, whether this be improving rank in organic listings, purchasing paid listings or a combination of these and other search engine-related activities.

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Web Analytics Services

During the initial phase of any search marketing project, I require the implementation of a web analytics tool.

Google Analytics has become the most common one these days, but as long as you have a professional web analytics tool in place, I will be able to monitor our progress. So, as soon as I get started working on either SEO, link building or Paid Search, I monitor your site traffic, calculated in visitors, page views, average page views per visitor and more, and we provide weekly or monthly basis, depending on the level of details & monitoring that is required. You’ll be amazed with the quantity of information we can analyze and be even happier to see what we can learn from these reports. Learning how to interpret data and tell the story behind it, it is what matters. You will receive them through numerous forms, from various analytics, SEO & PPC Management tools, on a weekly/monthly basis and you will soon understand that there is a lot of information to analyze to continue refining a Search Marketing program in order to provide continued success and increase your conversion rate. This is a very important component of the Search Marketing process and this piece starts at day 1. Please make sure you have the right tool in place and if you are not sure about this, please contact us.