person pointing at computer screen | internet advertising
Iterate and Pivot: More Lessons Learned for Internet Advertising

We are excited to share these lessons we learned in internet advertising.

Caricature of Genevieve Martinez-Garcia

By Genevieve Martínez García, PhD

February 27, 2020

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!

Genevieve Martínez-García, PhD, is the Healthy Teen Network Director of Innovation and Research and is committed to shaking things up and bringing innovation to our field. If her kids grant her any downtime, you can find her on her yoga mat, planning a trip, or working on a house project. Read more about Genevieve