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

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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