Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

A)  AdWords budgets can only be set once annually and require a fixed commitment

B)  Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive

C)  Online campaigns generate clicks, whereas other channels generate exposure

D)  Budgets cannot be applied to online campaigns due to constant changes in traffic

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