I do quite well with Google Adwords advertising (yahoo and msn as well) for a very niche dating site but am looking to expand how I market and advertise the service...
Any thoughts or ideas?
Well i think it would be quite more cheaper for you to do SEO on various long tale dating keywords, than spend money on CPC ads, because CPC for dating niche is quite high and you have alot of competition, that makes CPC even higer
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I think you have to promote it and you might take it as affiliate program.
you have to make sure your site with some special feature, so you can have some different feature to get more visitor.
How to market my niche dating website? 
