Iterate and Pivot: More Lessons Learned for Internet Advertising

Date: February 27th, 2020
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This is part five of a series. Miss something? Check it out:

Each video in this elearning series is super-short and easy to follow. Although the elearning videos follow a sequence, you don’t have to follow them in order. You can view them at your own pace, picking up wherever it makes the most sense for you.

Lesson 7: Iterate, Iterate, Iterate

Sometimes that means keeping all the ad creative the same, but changing the targeting parameters by one variable, perhaps adding gender, or age range. Other times it means keeping the targeting parameters the same, but changing one thing in the creative.

Lesson 8: Pivot

It may not be easy to accept that we need to continue recrafting our ad, but the results of pivoting may be worthwhile.

Final Thoughts

One final piece of advice… Never, ever underestimate the work that internet advertising entails. It’s work!

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About the Author

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Dr. Genevieve Martínez-García, Director of Innovation and Research at Healthy Teen Network, is a health educator committed to bringing innovation to the field of sexual and reproductive health. She has over 14 years of experience researching adolescent sexual and reproductive health issues such as mHealth, fertility, social determinants of health, cultural and economic barriers to health care access among minority populations, health media literacy, characteristics of programs for pregnant and parenting teens, and Latino youth pregnancy intentions.

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