I can't remember if it was my dad, Scottie from star trek or bob villa but it's a well known fact that things work out best when you use the right tool for the right job, well the same is true in marketing.
When looking to optimize an online campaign it always helps performance to use the right tactic for the right goal. For example trying to drive direct response with a branding placement or attempting to drive awareness with a demand absorption program just wont work.
Even if you have aggressive ROI goals its important to align the tactic to the objective and set reasonable achievable goals. This doesn't mean each tactic or program has to come in under your ROI goal it just means that each portion of the campaign contributes to the overall success.
The right tool for the job
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