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

  • Online campaigns generate clicks, whereas other channels generate exposure.
  • Google Ads budgets can only be set once annually and require a fixed commitment.
  • Budgets cannot be applied to online campaigns due to constant changes in traffic.
  • 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.

The correct answer is:

  • 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.

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