The key to making money online

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Advertise, advertise, advertise. I have been very lazy when it comes to advertising my sites. I think because of this I haven't been making as much as I could. Take McDonalds for example they have millions of customers everyday yet they constantly have commercials. Why do you think they still advertise? It must be working. You'd think that they wouldn't have to make another tv commercial because everyone knows about McD's right? What's the best online advertising methods you've used?