Nov 14, 2013
Fast and Instant Are Different
While it’s true that the world of online advertising is fast-paced, and it certainly gives us information much more quickly than any other medium, banking on instantaneous traction is a good way to fall short of your goals. This is because online advertising is not a synonym for instant. Planning ahead will give you time to really define your goals and make sure your campaign has the right components and the right timeline to achieve them.
Where some sites, like Facebook, get ads up and running quickly with very little turnaround time, others, like Google, have an internal review process that can sometimes take a couple of business days. If you’re trying to run a online advertising campaign that lasts a week, and you’ve only given yourself 24 hours lead time, you will end up eating into some of that run time.