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Technical snafus can cost you customers. Make sure that your site is always up, and make sure your links work. There are a variety of web site monitoring tools that can help you ensure that your site is technically sound. Server downtime and broken links will give new visitors a terrible first impression, and will undermine returning customers' confidence in your company. You have put your name on the line by submitting to search engines and creating PPC campaigns, so you must be vigilant about making certain the your site is in good working order.