nah I do a little bit of everything, I do advertising on facebook though, and other media buying platforms, I also do SEO and have SEO clients that pay me monthly to do SEO on their site, but I prefer the advertising side I guess, only like to work with a few clients at a time, because I do almost everything myself.
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I guess my most lucrative monetization comes from affiliate marketing, there's an affiliate program for every thing these days, that any one can promote.
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pop ups are annoying, I only promote what people are already looking for, they just so happen to buy through my links.