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