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?


Google AdWords Fundamentals exam question 56:

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.
  • Budgets for online campaigns 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 an can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI ist positive.

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Cliff has just started working with a client who has a very disorganised AdWords account. What’s an effective way for him to begin restructuring his client’s account?

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Data shows that the audience for a client’s running shoe store is women aged 35 to 50. How can you optimise this client’s Display Network campaign based on your research?

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