10 things every leader should know about online advertising

Alina Apetrei, 22 Jan 2010

Romanian version

What does a cliché sound like? Online advertising makes it easier for advertisers to monitor the success of their marketing campaigns. More specific, in the online environment, the investment and the results it produces are very easy to track. Wall-Street lays down a set of guidelines for business leaders about the online advertising.

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Lesson 7: How to optimize your ad campaign

The main advantage of the online advertising is not necessarily that its reach is easier to be tracked than in any other media, but the possibility to tailor the message of the campaign while in progress, according to the feedback from consumers. Online advertising enables advertisers to rapidly correct any assumption made before the campaign, says Radu Ionescu (photo).

“In a four-week campaign, you can make an adjustment every week (choosing the ad that works well), you can change the media plan (move the campaign from one section to another, or even from one page content to another) or the ad format (remove the ad formats that don’t work)”, said Ionescu.

Adrian Stanescu recommends the use of a mix of ad formats and graphics. This way, if the performance of an ad is poor, it can easily be replaced. “This is the key: updating formats, refreshing graphics and switching to other web pages which can be done during the campaign, before exhausting the ad budget. This way, you can find an efficient mix on time”, said Stanescu.

According to Bogdan Nitu, optimization is one of the most challenging tasks and can only be undertaken by experienced ad persons. “Optimization is above all, an immediate interpretation of consumers’ feedback towards the campaign, and advertising persons must come up with feasible solutions at the same time. Experience is the keyword”, says Nitu.

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