{"id":27401276,"date":"2026-10-21T19:13:13","date_gmt":"2026-10-21T17:13:13","guid":{"rendered":"https:\/\/www.digiaccion.com\/?p=27401276"},"modified":"2026-10-21T19:13:24","modified_gmt":"2026-10-21T17:13:24","slug":"advertising-campaign","status":"publish","type":"post","link":"https:\/\/www.digiaccion.com\/en\/advertising-campaign\/","title":{"rendered":"How to Create an Advertising Campaign That Works in 2027 (Online, TV, Radio and Out-of-Home)"},"content":{"rendered":"\n<div id=\"dga\" class=\"wp-block-group dga is-layout-flow wp-block-group-is-layout-flow\">\n<link rel=\"stylesheet\" id=\"dga-css\" href=\"https:\/\/www.digiaccion.com\/wp-content\/uploads\/digiaccion-articulos\/articulos.css?v=1\">\n\n\n\n<p class=\"up wp-block-paragraph\">50 min read<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising campaign almost never fails because of the ad, or because of the budget. It fails earlier: when nobody decided what had to change in the business, who the ads were talking to and how anyone would know whether it had worked.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's a very common pattern. A budget split across five channels, a beautiful video that says nothing specific and a final report full of impressions and likes that nobody knows how to turn into revenue. The problem isn't the channel. <strong>It's the method.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google and Meta already use artificial intelligence to make a big share of the targeting and bidding decisions. That changes where the work is: less pushing buttons, more strategy, creative ideas and measurement. And it forces you to take a fresh look at TV, radio and out-of-home, which still sell when they're combined well with digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This guide is the method I follow to create an ad campaign that works, online and offline: verified rates, KPIs, a creative brief template, AI prompts and two examples with a full budget, one in Andorra and one in Spain.<\/p>\n\n\n\n<div class=\"wp-block-group tl is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">In 30 seconds<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>An advertising campaign is a set of ads with one goal, one audience and one idea,<\/strong> run on one or more channels for a set period and measured against a business result.<\/li>\n\n<li><strong>The order matters:<\/strong> goal, audience and insight, idea, channels, budget, assets, calendar and landing page, measurement and optimization.<\/li>\n\n<li><strong>Creative matters more than targeting:<\/strong> in the NCSolutions meta-analysis, creative explains 49% of the incremental sales driven by advertising; targeting, 11%.<\/li>\n\n<li><strong>If your ads aren't working, it's almost never the budget:<\/strong> it's usually the product, the message, the landing page or what happens after someone gets in touch.<\/li>\n\n<li><strong>TV, radio and out-of-home pay off<\/strong> when you need reach in a specific area and can afford to repeat. They're measured by the searches, visits and calls they trigger, not by clicks.<\/li>\n\n<li><strong>AI speeds up every phase.<\/strong> Strategy, choosing the idea and reading the results honestly are still human jobs.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<nav class=\"wp-block-group toc is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">In this article<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#que-es\">What an advertising campaign is<\/a><\/li>\n\n<li><a href=\"#paso-1\">Campaign objectives<\/a><\/li>\n\n<li><a href=\"#paso-2\">Target audience and insight<\/a><\/li>\n\n<li><a href=\"#paso-3\">Message, creative concept and brief<\/a><\/li>\n\n<li><a href=\"#paso-4\">Media plan and channels<\/a><\/li>\n\n<li><a href=\"#comparativa\">Online vs. offline advertising<\/a><\/li>\n\n<li><a href=\"#television\">TV advertising<\/a><\/li>\n\n<li><a href=\"#radio\">Radio advertising<\/a><\/li>\n\n<li><a href=\"#exterior\">Out-of-home advertising<\/a><\/li>\n\n<li><a href=\"#paso-5\">Budget: how much to spend and how to split it<\/a><\/li>\n\n<li><a href=\"#paso-6\">Types of ads by format<\/a><\/li>\n\n<li><a href=\"#paso-7\">Calendar and landing page<\/a><\/li>\n\n<li><a href=\"#paso-8\">Measurement: KPIs by objective<\/a><\/li>\n\n<li><a href=\"#paso-9\">Diagnosis, optimization and A\/B testing<\/a><\/li>\n\n<li><a href=\"#ia\">Using AI to create ads, with prompts<\/a><\/li>\n\n<li><a href=\"#mejores-campanas\">Successful advertising campaign examples<\/a><\/li>\n\n<li><a href=\"#resumen\">Summary: the 9 steps<\/a><\/li>\n\n<li><a href=\"#ejemplo\">Example for a business in Andorra<\/a><\/li>\n\n<li><a href=\"#ejemplo-espana\">Example for a business in Spain<\/a><\/li>\n\n<li><a href=\"#no-haria\">What I wouldn't do<\/a><\/li>\n\n<li><a href=\"#idea-final\">The bottom line<\/a><\/li>\n\n<li><a href=\"#faq\">Frequently asked questions<\/a><\/li>\n<\/ol>\n<\/nav>\n\n\n\n<p class=\"k wp-block-paragraph\">Definition<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"que-es\">What is an advertising campaign?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising campaign is a set of coordinated ads that share the same goal, the same audience and the same creative idea, and that run on one or more channels over a specific period. Unlike a one-off ad, everything in it is planned, budgeted and measured to achieve a business result.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is an advertisement, and how is it different from a campaign?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">An advertisement is a single piece (a TV commercial, a radio spot, an Instagram image, a text ad on Google or a billboard) that delivers a paid message so people get to know, prefer or buy something. The campaign is the plan that decides what each ad is for, who sees it, how many times, alongside which other ads and how it's measured. Ten ads launched at the same time aren't a campaign: they become one when they share a goal, an audience and an idea, and push in the same direction. A marketing campaign is broader still: it can also include pricing, promotions, email or PR, while the ad campaign is the part that runs on paid media.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What are the elements of an advertising campaign?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A complete advertising campaign has ten elements. When one is missing, it shows in the results:<\/p>\n\n\n\n<div class=\"wp-block-group gr is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr ic i-target is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Goal<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What has to change in the business, by how much and by when.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-users is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Audience<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Described by their situation, not just their age.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-eye is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Insight<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The customer truth the message is built on.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-bolt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Big idea<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The memorable way to say it, valid in every format.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-chat is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Message and call to action<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One thing to remember and one thing to do.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-layers is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Media plan<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Channels, formats, dates and weight on each one.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-euro is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Budget<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Production, media and management, calculated from the result.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-clock is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Calendar<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prep, launch, optimization and wrap-up.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-link is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Landing page<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The page where the campaign turns into leads or sales.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-chart is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Measurement<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One main KPI and one source of truth.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">What are the different types of advertising campaigns and of advertising?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising campaigns are classified by objective, timing, content, channel and reach; and advertising in general splits into online (search, social, video) and offline (TV, radio, out-of-home, print). The classification I use most is the first one, because it determines the KPIs and the setup in Google and Meta.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Criterion<\/th><th>Types<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>By objective<\/td><td>Awareness, consideration and conversion<\/td><td>Getting known, getting compared or getting bought<\/td><\/tr><tr><td>By timing<\/td><td>Teaser campaign, launch, sustain and relaunch<\/td><td>A store opening: intrigue, grand opening, ongoing presence and reactivation<\/td><\/tr><tr><td>By content<\/td><td>Brand, product, promotional, institutional and public awareness<\/td><td>A buy-one-get-one offer is promotional; a road safety campaign is a public awareness campaign<\/td><\/tr><tr><td>By channel<\/td><td>Online (search, social, video, display) and offline (TV, radio, out-of-home, print)<\/td><td>Most campaigns combine several<\/td><\/tr><tr><td>By reach<\/td><td>Local, regional, national and international<\/td><td>A store in La Massana vs. a brand that sells all over Spain<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">When someone asks about \u201cthe 3 types of campaigns,\u201d they almost always mean the split by objective: awareness, consideration and conversion. What's useful isn't memorizing lists, but knowing that <strong>each type is measured differently<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a promotional campaign?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A promotional campaign uses a short-term incentive (a discount, a buy-one-get-one offer, a gift, free shipping) to trigger an immediate purchase. It's useful for moving stock or activating a key date, and it's measured by sales or redemptions. Its risk is training customers not to buy without a discount.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 1<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-1\">Advertising campaign objectives: I'd start with the business, not the channel<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The first step in a campaign is writing one sentence about what has to change in the business, by how much and by when. \u201cGetting our name out there\u201d isn't an objective; \u201cgetting 40 first appointments for a treatment in eight weeks at a cost per patient that still leaves a margin\u201d is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That business objective translates into a communication objective (what the audience has to think or do), a media objective (how many people to reach and how often) and, in the end, a KPI. In Google and Meta, it shows up in the campaign objective you pick: awareness, traffic, leads or sales.<\/p>\n\n\n\n<ul class=\"wp-block-list fw\">\n<li>Business objective<\/li>\n\n<li>Communication objective<\/li>\n\n<li>Media objective<\/li>\n\n<li class=\"hi\">KPI<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">SMART objectives (specific, measurable, achievable, relevant and time-bound) are still a good template. I add one condition: the objective has to be verifiable outside the platform, at the register or in the CRM. <strong>If it can only be measured inside Meta or Google, it's a platform objective, not a business objective.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Example<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">An accounting firm in Andorra la Vella doesn't need \u201cmore visibility.\u201d It needs, say, 25 meetings with companies that are setting up in the country before the end of the quarter. With that one sentence you already know the campaign will be about lead generation, that Google and LinkedIn will matter more than TikTok and that the KPI is cost per meeting, not cost per click.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 2<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-2\">Target audience and insight: who you're talking to and what truth you use<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A campaign's audience is defined by the situation people are in, not just by their age or zip code, and the insight is the truth about that situation that makes the message land. The platforms already find people with a lot of precision. What they don't know is what to say to them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That's why I describe the audience with three questions: what's happening to them right before they need you, what they've already tried and what's stopping them from deciding.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is an advertising insight?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising insight is a truth about the customer's behavior or feelings that they recognize the moment they hear it, but that almost nobody has said out loud. It isn't a data point (\u201cthe audience is between 35 and 50\u201d) or a product feature (\u201cwe have 20 years of experience\u201d). It's what makes someone think, \u201cthat's exactly what happens to me.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Business<\/th><th>Data point (not an insight)<\/th><th>Insight<\/th><\/tr><\/thead><tbody><tr><td>Gym<\/td><td>Lots of people sign up after the holidays<\/td><td>\u201cI sign up all fired up and quit when I don't see results in the first few weeks\u201d<\/td><\/tr><tr><td>Home renovation<\/td><td>Projects tend to run late<\/td><td>\u201cWhat scares me isn't the price, it's having my house torn apart without knowing when it'll be over\u201d<\/td><\/tr><tr><td>Accounting firm<\/td><td>Companies need to keep their books<\/td><td>\u201cI sign papers I don't fully understand and I'm embarrassed to ask again\u201d<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Illustrative examples. A good insight comes from talking to real customers, not from a brainstorming session at the office.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Insights aren't invented: they're found. These are the places I look for them:<\/p>\n\n\n\n<div class=\"wp-block-group gr is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group cr ic i-star is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Reviews<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yours and your competitors', especially the three-star ones.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-chat is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Customer questions<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What people ask you on WhatsApp, on the phone and at the counter.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-users is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Whoever sells<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The objections your sales team hears every week.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-search is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Searches<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The questions Google shows under \u201cPeople also ask.\u201d<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-globe is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Forums and communities<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How your customers describe the problem in their own words.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group cr ic i-file is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"ct wp-block-paragraph\">Short surveys<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Three open-ended questions to recent customers.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"lb wp-block-paragraph\">Ready-to-copy prompt<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as a strategic planner at an advertising agency.\nI'm going to give you reviews, customer questions and sales team notes from [business] in [area].\n1. Group the texts by recurring problems, fears and desires.\n2. For each group, quote two customer sentences word for word.\n3. Suggest 5 insights in the first person, the way a customer would say them.\n4. For each insight, explain what advertising message could be built on top of it.\n5. Flag which insights are based on many mentions and which on just a few.\nDon't make up customer quotes or data that isn't in the material.<\/pre>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 3<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-3\">Ad message and creative concept: what makes people remember you<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The advertising message is the one thing you want the audience to take away, and the big creative idea is the memorable way of saying it that can be repeated in every format for months. If you need three sentences to explain the idea, you don't have it yet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A good idea passes four tests: it can be understood in one sentence, it works in 6 seconds and in 30, it adapts to video, image, text and audio, and it holds up over several flights without wearing people out. Coca-Cola's \u201cShare a Coke\u201d passed all four: the name on the can was the idea, the ad and the reason to buy, all at once.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And this isn't about aesthetics. The most cited analysis of what drives the sales that advertising generates puts creative far ahead of everything else:<\/p>\n\n\n\n<div class=\"wp-block-group s3 is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">49%<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">of the incremental sales driven by advertising is explained by creative, the factor with the most weight.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">NCSolutions, August 2023<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">21%<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">is explained by brand strength, which rose compared with the previous study.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">NCSolutions, August 2023<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">11%<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">is explained by targeting, less than most people assume.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">NCSolutions, August 2023<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"cap wp-block-paragraph\">Meta-analysis of nearly 450 consumer packaged goods campaigns on digital and TV. The rest is split between reach (14%) and recency (5%).<\/p>\n\n\n\n<p class=\"pq wp-block-paragraph\">Targeting decides who you reach. Creative decides whether anyone remembers you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do you make an advertisement that sells? Parts and structure<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">An advertisement has five parts: a hook or headline that stops people, an image, video or sound, a short piece of copy, the brand and a call to action. What makes it sell is the order of the message: it starts from a problem the audience recognizes, not from the product's features. The structure I use most has three beats: <strong>the problem<\/strong>, told the way the customer experiences it; <strong>taking away the blame<\/strong> (\u201cit's not that you're doing it wrong, it's that nobody ever explained it to you\u201d); and <strong>the alternative<\/strong>, which is your product presented as the way out. The final benefit is suggested more than shouted.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And one rule that saves me a lot of headaches: in the ad, you promise what you control (quality, timing, method, guarantee), never results that depend on the customer. Exaggerated promises sell once and bring in customers who don't come back or recommend you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a creative brief and what should it include?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A creative brief is a one- or two-page document that sums up what the campaign has to achieve and gives whoever creates the assets (an agency, a designer, a production company or an AI) everything they need to work without guessing. This is the template I use; if a field is left blank, the campaign isn't ready to go into production yet:<\/p>\n\n\n\n<figure class=\"wp-block-table tb n2\"><table><thead><tr><th>Brief field<\/th><th>What to write<\/th><\/tr><\/thead><tbody><tr><td>Background<\/td><td>Who you are, what you sell and why you're running this campaign now<\/td><\/tr><tr><td>Objective<\/td><td>Business objective and main KPI, with a number and a deadline<\/td><\/tr><tr><td>Audience<\/td><td>Situation, problem, what they've already tried and what's holding them back<\/td><\/tr><tr><td>Insight<\/td><td>The customer truth the campaign is built on<\/td><\/tr><tr><td>Single-minded message<\/td><td>What they have to remember, in one sentence<\/td><\/tr><tr><td>Reasons to believe<\/td><td>Proof: data, guarantees, reviews, case studies, certifications<\/td><\/tr><tr><td>Tone<\/td><td>How the brand talks and how it must never talk<\/td><\/tr><tr><td>Channels and formats<\/td><td>Where it will be seen or heard, with sizes and lengths<\/td><\/tr><tr><td>Call to action<\/td><td>What the person has to do and on which page<\/td><\/tr><tr><td>Mandatories<\/td><td>Logo, legal copy, languages, prices and delivery deadlines<\/td><\/tr><tr><td>Budget and dates<\/td><td>Production, media and calendar<\/td><\/tr><tr><td>Measurement<\/td><td>KPIs, tool and how often they're reviewed<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"lb wp-block-paragraph\">Ready-to-copy prompt<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as an account director at an advertising agency.\nUsing the notes I give you, fill in a creative brief with these fields:\nbackground, business objective and KPI, audience, insight, single-minded message,\nreasons to believe, tone, channels and formats, call to action,\nmandatories, budget and dates, and how it will be measured.\nRules:\n- If a field doesn't have enough information, write \u201cMISSING\u201d and the question you'd ask the client.\n- The single-minded message must fit in one sentence of fewer than 15 words.\n- Don't make up data, figures or proof that aren't in the notes.\nNotes: [paste your notes here]<\/pre>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 4<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-4\">Media plan: how to choose the channels for an ad campaign<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">You choose channels based on where your audience is when the idea is useful to them and on what each channel does best, not on what's trendy. A small campaign works better with one or two well-funded channels than with six half-funded ones.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a media plan? A channel-by-channel example<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A media plan is the document that decides which advertising media and formats the campaign runs on, on which dates, with how much budget on each and with which reach, frequency or results target. It's the strategy translated into dollars, euros and weeks. This is the table I use to decide what goes in:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Channel<\/th><th>What it's for<\/th><th>Published minimum<\/th><th>When I'd use it<\/th><\/tr><\/thead><tbody><tr><td>Google Ads (Search and Performance Max)<\/td><td>Capturing demand that already exists<\/td><td>No minimum: you set an average daily budget<\/td><td>Almost always, if people search for what you sell in your area<\/td><\/tr><tr><td>YouTube<\/td><td>Awareness and consideration with video<\/td><td>No minimum (managed in Google Ads)<\/td><td>When you have video and need people to know you<\/td><\/tr><tr><td>Meta Ads (Facebook and Instagram)<\/td><td>Creating demand and remarketing<\/td><td>Very low technical daily minimum, depending on currency and bidding<\/td><td>For almost any business that sells to consumers<\/td><\/tr><tr><td>TikTok Ads<\/td><td>Reach with native video, especially with younger audiences<\/td><td>More than $50 a day per campaign and $20 per ad group<\/td><td>If your customers are there and you can produce vertical video often<\/td><\/tr><tr><td>LinkedIn Ads<\/td><td>B2B by job title, industry and company<\/td><td>$10 a day; $100 in total for new campaigns<\/td><td>Business services with a high ticket<\/td><\/tr><tr><td>TV<\/td><td>Fast, mass reach; regional and connected TV for specific areas and mid-size budgets<\/td><td>By spot or by GRP, with a produced commercial<\/td><td>Brands with a broad market and the budget to repeat<\/td><\/tr><tr><td>Radio<\/td><td>Local frequency with cheap production<\/td><td>Rate per spot, show and area<\/td><td>Promotions, local services and openings<\/td><\/tr><tr><td>Out-of-home<\/td><td>Physical presence: billboards, street furniture, buses, screens<\/td><td>Rate per placement and period<\/td><td>Local launches and brick-and-mortar stores<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Minimums published in each platform's official help center (links in \u201cSources\u201d). TV, radio and out-of-home have their own sections below, with published rates where they exist.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How does advertising on Google (Google Ads) work?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Advertising on Google is mainly for capturing demand that already exists. Search campaigns still run on keywords, but Google has added <strong>AI Max<\/strong>, which broadens matching to more searches, adapts the ad copy and picks the landing page. Dynamic Search Ads are being phased out and moved into AI Max starting in September, as Google announced (Search Engine Journal).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Performance Max<\/strong> is a single campaign that uses all of Google's inventory (Search, YouTube, Display, Discover, Gmail and Maps) and allocates spend with AI based on your conversion goal. If you give it a bad conversion, it will optimize very efficiently toward something you don't care about.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What about ads inside AI answers? According to Google Ads Help, ads within AI Overviews only show in English and in twelve countries, the US among them and none in Europe; in Spain and Andorra, ads appear above or below the overview, not inside it. Either way, that means doing classic search well and having a website that's ready for AI to cite.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do Instagram and Facebook ads work with Advantage+?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Advantage+ is Meta's system that uses AI to automate the audience, placements and budget of sales, leads and app campaigns on Facebook and Instagram. Instead of picking interests and ages, you give it an objective, a budget and creative assets, and the system finds who to show them to.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The practical consequence is that on Meta, <strong>creative has become the targeting<\/strong>: each angle, format and hook attracts a different kind of person. That's why I'd never launch a campaign with a single ad, but with several genuinely different ideas, and I'd let the data pick. Meta already generates variations on its own, like videos created from static images in Advantage+ creative (MediaPost). They multiply formats; they don't replace a good idea. And if your goal is getting people to message you on WhatsApp, optimize for conversations, not for clicks on the button: a click doesn't guarantee the message gets sent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">When are TikTok, YouTube and LinkedIn ads worth it?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>TikTok<\/strong> makes sense if your audience is there and you can produce native video often; its Smart+ campaigns automate targeting and bidding, and Spark Ads promote your own posts or creators' posts. <strong>YouTube<\/strong> is video for getting known: skippable ads after 5 seconds, 6-second bumpers, Shorts and Demand Gen campaigns, which also run on Discover and Gmail. <strong>LinkedIn<\/strong> is expensive per click, but it's the only place where you can target by job title and company reliably: I'd only use it for B2B with a high ticket.<\/p>\n\n\n\n<div class=\"wp-block-group co co-v is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Not sure which channels your campaign needs?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's the question we get asked most, and the answer is almost never \u201call of them.\u201d As a <a href=\"https:\/\/www.digiaccion.com\/en\/meta-ads-agency-facebook-ads-in-andorra\/\">Meta Ads agency in Andorra<\/a>, we also run Google and video, so we decide the split based on what the objective needs, not on what we sell. If you'd like, <a href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">tell us about your project<\/a> and we'll tell you where we'd start.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Comparison<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"comparativa\">Online vs. offline advertising: search, social media, TV, radio or out-of-home<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Search advertising captures people who are already looking, social media creates demand with precision, TV delivers fast mass reach, radio gives you local frequency and out-of-home gives you a physical presence in an area. They don't compete with each other: they play different roles within the same campaign.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th><\/th><th>Search (Google Ads)<\/th><th>Social media (Meta, TikTok)<\/th><th>TV<\/th><th>Radio<\/th><th>Out-of-home<\/th><\/tr><\/thead><tbody><tr><td>Best for<\/td><td>Capturing existing demand<\/td><td>Creating demand and remarketing<\/td><td>Mass reach and awareness<\/td><td>Frequency in one area<\/td><td>Presence and recall in one place<\/td><\/tr><tr><td>Targeting<\/td><td>By search and intent<\/td><td>By behavior and by the creative itself<\/td><td>By daypart, show or audience; finer on connected TV<\/td><td>By station, show and local split<\/td><td>By location<\/td><\/tr><tr><td>Entry cost<\/td><td>Low, no minimum<\/td><td>Low on Meta; higher on TikTok<\/td><td>High nationally; medium on regional and connected TV<\/td><td>Low to medium on local splits<\/td><td>Medium: placements booked by period<\/td><\/tr><tr><td>Production<\/td><td>Text and images<\/td><td>Vertical video and images, refreshed often<\/td><td>Professional commercial<\/td><td>Radio spot: voice-over and music<\/td><td>Large-format design<\/td><\/tr><tr><td>Measurement<\/td><td>Direct: clicks and conversions<\/td><td>Direct, with each platform's attribution<\/td><td>Indirect: GRPs, branded searches and studies<\/td><td>Indirect: searches, calls and codes<\/td><td>Indirect: searches, visits and codes<\/td><\/tr><tr><td>Typical risk<\/td><td>Paying for clicks from searches that don't buy<\/td><td>Creative fatigue<\/td><td>Too little frequency for lack of budget<\/td><td>Spots nobody remembers<\/td><td>Too much text to read in passing<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"pq wp-block-paragraph\">Offline advertising isn't measured by the clicks it gets, but by the searches and visits it triggers.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">TV<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"television\">TV advertising: when it pays off, how it's bought and what a commercial costs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">TV advertising pays off when you need lots of people in an area to get to know you quickly and you have the budget to repeat the message for several weeks. It still moves a lot of money: in Spain, TV brought in \u20ac1.784 billion in advertising in 2025, 4.4% less than the year before, according to InfoAdex.<\/p>\n\n\n\n<div class=\"wp-block-group vs is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group good is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">When I'd do TV<\/p>\n\n\n\n<ul class=\"wp-block-list ok\">\n<li>The product has a broad market in the broadcast area<\/li>\n\n<li>You need awareness fast: a launch or a seasonal peak<\/li>\n\n<li>There's budget to repeat for several weeks<\/li>\n\n<li>You have, or can produce, a commercial that's up to the job<\/li>\n\n<li>Your website and search presence are ready to capture the demand<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-group bad is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">When I wouldn't<\/p>\n\n\n\n<ul class=\"wp-block-list no\">\n<li>Your customer is a small niche you can find with digital<\/li>\n\n<li>The budget only covers one week of spots<\/li>\n\n<li>You expect to measure every sale like in Google Ads<\/li>\n\n<li>You haven't validated the message on cheaper channels yet<\/li>\n<\/ul>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">How is TV advertising bought?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">TV is bought by the spot, paying to air your commercial in a specific show or daypart, or by cost per GRP, paying for impressions on your target audience and letting the network decide where to air it. One GRP equals reaching 1% of your target audience once: 300 GRPs could be, for example, 75% of the audience seeing the ad four times on average.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The big national networks mainly sell by GRP and negotiate every campaign. Regional and local stations are more affordable, and several of them publish their rates or spot packages; \u00c0 Punt, the Valencian public broadcaster, for example, publishes its current TV, radio and digital rate card on its website. In Andorra, Andorra Televisi\u00f3 (ATV), part of the public broadcaster RTVA, publishes a catalog with commercials, sponsorships, advertorials, banners and ads on its streaming channels, but without prices: you have to ask for them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Connected TV<\/strong> (CTV) is watched on the TV set but bought with a digital mindset: targeting and buying by impressions. Netflix already sells advertising in five European countries, Spain among them, and Mediaset Espa\u00f1a launched AdManager, a platform that lets small and mid-size businesses plan their own campaigns on connected TV and on Mediaset Infinity. For a mid-size business, in my opinion, it's the most realistic way to get on the big screen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How much does a TV commercial cost?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There's no single price, and the big networks don't publish an open rate per spot: the cost depends on the target audience, the season, the daypart and the GRP negotiation. What the data does show is the range. At the top end, in the US, advertisers paid more than $8 million for 30 seconds in Super Bowl LX (Mediaweek, citing data from The Wall Street Journal). At the accessible end, regional and local stations and connected TV make campaigns of a few thousand euros possible. On top of that, you always have to add the cost of producing the commercial.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a TV commercial, how long is it and how do you make one that sells?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A TV commercial is a short audiovisual ad that airs during TV breaks or runs as a video on digital platforms. It usually lasts 20 or 30 seconds, and in Spanish rate cards the 20-second spot tends to be the standard unit. The 10- and 15-second versions are for reminding people of a campaign they've already seen in full, not for introducing it. What works:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>One single idea,<\/strong> with the brand present from the first few seconds, not just at the end.<\/li>\n\n<li><strong>The three-beat structure<\/strong> from step 3: problem, taking away the blame and the alternative.<\/li>\n\n<li><strong>An ending that gets people to search for you:<\/strong> a name that's easy to type into Google or a short web address, rather than a phone number nobody writes down.<\/li>\n\n<li><strong>Versions designed for each screen:<\/strong> the TV piece, the vertical one for social and the YouTube one are all shot on the same day.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">How do you measure a TV campaign?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You measure it by what it triggers around it: searches for your brand on Google and in Search Console, direct traffic to your website in the minutes after each spot airs, calls and, if the campaign is regional, the difference compared with similar areas where it didn't air. A code or an offer that's exclusive to TV helps attribute sales, and a short recall survey before and after tells you whether the message got through.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Radio<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"radio\">Radio advertising: when radio ads work, what they cost and how to write them<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Radio advertising works when you need to repeat a simple message many times in a specific area with low production costs: openings, promotions with a deadline, local services or businesses that depend on people who drive. Its strength is frequency; its weakness is that it can't be seen.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is a radio ad, and how long is it?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A radio ad, or radio spot, is a pre-recorded commercial that airs during breaks in the programming. The standard length in Spanish rate cards is 20 seconds, with 10-, 15- and 30-second versions. Besides the spot, there are <strong>live reads<\/strong>, read by the host, who lends them their credibility, and <strong>sponsorships<\/strong> of segments or shows.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How much does radio advertising cost?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It depends mainly on the station, the show and the area. Here's an example with a published rate: in RAC1's 2025-2026 season, a 20-second spot on the morning show \u201cEl M\u00f3n a RAC1,\u201d in its 7 to 11 a.m. slot, costs \u20ac3,245 if it airs across all of Catalonia and \u20ac162 if you only buy the Lleida local split, plus VAT, according to the God\u00f3 Strategies rate card. On RAC105, a 20-second spot on its morning show costs \u20ac590 for all of Catalonia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The practical lesson is the one about <strong>local splits<\/strong>: the same show, with the same loyal audience, costs a fraction if you only pay for the area where you sell. For a local business, it's almost always the best radio buy. In Andorra, the public radio stations (R\u00e0dio Nacional d'Andorra and Andorra M\u00fasica) also sell spots and sponsorships through the RTVA catalog, with prices on request.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do you write a radio ad that works?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The brand at least twice,<\/strong> and the first time within the first few seconds.<\/li>\n\n<li><strong>One single call to action<\/strong> that's easy to remember without a pen: \u201csearch for [brand] on Google\u201d works better than a nine-digit phone number.<\/li>\n\n<li><strong>A sound of your own:<\/strong> a voice, a jingle or a line that repeats in every spot and in your social media videos.<\/li>\n\n<li><strong>Frequency over length:<\/strong> ten 20-second spots in a week are remembered better than three 40-second ones.<\/li>\n\n<li><strong>Written for the ear:<\/strong> short sentences, no strings of numbers and a read-through out loud before recording.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">To measure it: a code just for listeners, branded searches and calls during the airtime slots, and asking people how they heard about you.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Out-of-home<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"exterior\">Out-of-home advertising: billboards, street furniture, buses and digital screens that sell<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Out-of-home advertising works when your customers walk or drive past a specific place every day and you sell nearby: stores, clinics, restaurants, schools, real estate developments or launches in a city. It's in good shape: in Spain it grew 6.7% in 2025, according to InfoAdex.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is out-of-home advertising and what formats are there, from billboards to buses?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Out-of-home advertising (OOH) is the advertising you see on the street and in public spaces: billboards, street furniture, transit, screens and shopping malls. These are its main formats:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Format<\/th><th>What it's for<\/th><th>What works<\/th><\/tr><\/thead><tbody><tr><td>Billboards<\/td><td>Large formats on access roads and highways<\/td><td>Few words and an image you can understand at traffic speed<\/td><\/tr><tr><td>Street furniture (mupis, bus shelters)<\/td><td>Eye level for pedestrians on streets and at stops<\/td><td>The product in view and an address or a reason to stop by nearby<\/td><\/tr><tr><td>Buses and transit<\/td><td>Routes across the whole city: sides, backs or full wraps<\/td><td>A big brand and a message you can read at a red light<\/td><\/tr><tr><td>Digital screens (DOOH)<\/td><td>Messages that change by time, day or weather<\/td><td>Several versions depending on the moment; can be bought programmatically<\/td><\/tr><tr><td>Malls, stations and airports<\/td><td>Audiences with time on their hands and in shopping mode<\/td><td>An immediate call to action, with the store a few steps away<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">How is out-of-home advertising bought and measured?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It's bought by placement and period: networks of billboards or mupis for one or several weeks, bus lines by the month or screen time on digital displays, which are increasingly bought like any other digital media. So how much does a billboard cost? There's no standard price: it depends on the city, the location, the number of faces and the season, so you always have to ask for a rate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To measure it, combine branded searches in the area, store visits, codes specific to each placement and a QR code that leads to a dedicated page. And while the placements are up, back them up with Meta and Google in that same area: people who've seen the billboard recognize the ad on their phone later.<\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">How to combine offline and digital<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The rule I follow: TV, radio or out-of-home generate the attention; Google and your website capture it; Meta repeats it. Before you launch an offline channel, update your Google Business Profile and turn on a branded search campaign so nobody steals the click from you.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 5<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-5\">Advertising campaign budget: how much to spend and how to split it<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising campaign budget is calculated backward: from the result you need, through the conversion rates, to the media cost, and then you add production and management. Starting from \u201cwe have \u20ac1,000, let's see what happens\u201d is the most common way to never know whether the campaign worked.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How much should you spend on advertising?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Whatever your objective requires, as long as the margin justifies it. This is the math I'd do with a service business:<\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Sample calculation (illustrative figures)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You want 20 new customers and you close one out of every three leads: you need 60 leads. If your landing page converts 5% of visitors, you need 1,200 visits. At \u20ac1.50 per click, that's \u20ac1,800 in media, plus production and management. With that number in front of you, either the margin on 20 customers justifies the investment, or you need to improve conversion before spending more.<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">For a sense of scale, these are the most recent published averages:<\/p>\n\n\n\n<div class=\"wp-block-group s3 is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">$5.42<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">average cost per click on Google Ads and Microsoft Ads in the US, across all industries, over twelve months of data.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">WordStream by LocaliQ, April 2025 to March 2026<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">$27.39<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">average cost per lead in Facebook lead generation campaigns.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">LocaliQ, September 2026<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group stt is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"n wp-block-paragraph\">60:40<\/p>\n\n\n\n<p class=\"d wp-block-paragraph\">average optimal split between brand building and sales activation in the IPA analysis.<\/p>\n\n\n\n<p class=\"s wp-block-paragraph\">IPA, The Long and the Short of It, 2013<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"cap wp-block-paragraph\">The first two figures come from accounts managed by WordStream and LocaliQ, two US companies, and they're in dollars: treat them as a ballpark, not a target. In Spain, and even more so in Andorra, they can be very different.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What's the minimum budget for the algorithm to learn?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The minimum useful budget is the one that gets enough results for the AI to learn. Meta recommends structuring ad sets to get at least 50 optimization events in 7 days, and Google, in its help article on target CPA, advises evaluating periods with at least 30 conversions.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>If you optimize for\u2026<\/th><th>Cost per result (example)<\/th><th>Weekly budget for 50 results<\/th><\/tr><\/thead><tbody><tr><td>Purchases<\/td><td>\u20ac40<\/td><td>\u20ac2,000<\/td><\/tr><tr><td>Form leads<\/td><td>\u20ac15<\/td><td>\u20ac750<\/td><\/tr><tr><td>Clicks on \u201cbook\u201d or WhatsApp conversations<\/td><td>\u20ac3<\/td><td>\u20ac150<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"cap wp-block-paragraph\">Illustrative costs. The formula is always the same: cost per result \u00d7 50 = weekly budget per ad set.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the number doesn't fit, you have three ways out: optimize for an earlier event in the funnel, which is cheaper and more frequent; consolidate audiences and ads into fewer ad sets; or run the campaign for longer. What I wouldn't do is split \u20ac600 across six ad sets: none of them would ever get out of the learning phase.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How should you split a campaign budget?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">My starting splits, which the data from the first few weeks then adjusts:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Production vs. media:<\/strong> in a first campaign, between 20% and 40% for production, because good assets get reused for months; in later campaigns, quite a bit less.<\/li>\n\n<li><strong>Brand vs. activation:<\/strong> a brand that thinks in years can get close to the IPA's 60:40; a local business with an objective measured in weeks will put more weight on activation.<\/li>\n\n<li><strong>Channels:<\/strong> one or two main channels with enough budget rather than five half-funded ones, because frequency needs concentration.<\/li>\n\n<li><strong>Test and scale:<\/strong> 70% for what works, 20% for improving it and 10% for testing something new.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group co co-w is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Watch your daily spend<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Google Ads can spend up to twice your average daily budget on any given day, although it won't charge you more than 30.4 times that budget in a month. In campaigns that only run for a few days, keep an eye on total spend, not just the daily figure.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 6<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-6\">Types of advertisements: each format needs its own asset<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Each channel needs its own format, and adapting a single piece to all of them almost never works: a horizontal commercial cropped to vertical loses much of its impact. Advertisements are usually grouped into three types (print or graphic, audiovisual and digital), but in practice what matters is each channel's specific format:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Format<\/th><th>Where it's used<\/th><th>Specs<\/th><th>What works<\/th><\/tr><\/thead><tbody><tr><td>Vertical video<\/td><td>Reels, Stories, TikTok, Shorts<\/td><td>9:16, short pieces<\/td><td>A hook in the first second, captions and real people<\/td><\/tr><tr><td>Image or carousel<\/td><td>Instagram and Facebook feed<\/td><td>4:5 or 1:1<\/td><td>A single message, the product in view and little text<\/td><\/tr><tr><td>Responsive search ad<\/td><td>Google<\/td><td>Up to 15 headlines of 30 characters and 4 descriptions of 90<\/td><td>Echo what people search for, a concrete benefit and proof<\/td><\/tr><tr><td>Horizontal video<\/td><td>YouTube<\/td><td>16:9; 6-second bumpers<\/td><td>Brand and promise before second 5, when viewers can already skip<\/td><\/tr><tr><td>TV commercial<\/td><td>Linear and connected TV<\/td><td>16:9; usually 20 or 30 seconds<\/td><td>One single idea, a visible brand and an ending that gets people to search for you<\/td><\/tr><tr><td>Radio spot<\/td><td>Radio and digital audio<\/td><td>Usually 20 seconds<\/td><td>The brand twice and an action that's easy to remember<\/td><\/tr><tr><td>Large format<\/td><td>Billboards, mupis, buses and screens<\/td><td>Depends on the placement<\/td><td>Few words and a big brand<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">You don't need to produce hundreds of creatives. It works better to choose one angle (a benefit, a problem) and adapt it across formats: one hero video, several short ones with a single benefit each, a carousel and a piece for out-of-home. That way you can see which format works with each angle without burning out the team.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Production is where you notice the difference between a carefully made campaign and an improvised one most. If there's a shoot, <a href=\"https:\/\/www.digiaccion.com\/en\/video-production-editing-agency-andorra\/\">video production in Andorra<\/a> planned from the start for several formats (shooting vertical and horizontal on the same day, and reusing the audio for the radio spot) saves you a second shoot. And a good <a href=\"https:\/\/www.digiaccion.com\/en\/graphic-design-agency-andorra\/\">graphic design agency in Andorra<\/a> working from the brief avoids the \u201cevery ad looks like it's from a different company\u201d effect.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Andorra, on top of that, every piece usually needs a Catalan and a Spanish version, and often a French one. Plan for it in the brief and adapt the copy: a literal translation shows, and it costs you trust.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 7<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-7\">I'd prepare the calendar and the landing page before launch<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The calendar organizes the prep, the launch and the optimization, and the landing page is where the campaign turns into results. Both tend to get left for the end, and they're the most common reason a good idea ends up going nowhere.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Week<\/th><th>What happens<\/th><th>Deliverable<\/th><\/tr><\/thead><tbody><tr><td>\u22126 to \u22124<\/td><td>Booking TV, radio or out-of-home, if any<\/td><td>Confirmed placements<\/td><\/tr><tr><td>\u22124 and \u22123<\/td><td>Brief, insight, idea and approval<\/td><td>Final brief and approved concept<\/td><\/tr><tr><td>\u22123 and \u22122<\/td><td>Asset production and language versions<\/td><td>Final assets in every format<\/td><\/tr><tr><td>\u22122 and \u22121<\/td><td>Landing page, conversions, UTMs and campaigns set up<\/td><td>Measurement tested with a real conversion<\/td><\/tr><tr><td>1 and 2<\/td><td>Launch and learning phase<\/td><td>No major changes; only fixing errors<\/td><\/tr><tr><td>3 to 6<\/td><td>Optimization and new creatives<\/td><td>Weekly report with decisions, not just data<\/td><\/tr><tr><td>Wrap-up<\/td><td>Final flight, remarketing and lessons learned<\/td><td>Final report and a list of what you'd repeat<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The landing page deserves more attention than it usually gets. The bare minimum: the same message and the same image as the ad, a single main action, fast loading on mobile, proof (reviews, case studies, guarantees) and a short form or WhatsApp in plain sight. If you sell to audiences with different problems, build <strong>one landing page per problem<\/strong>, with case studies of customers who had exactly that problem; and if it's a launch, give it its own landing page with a waitlist, never the same old product page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your website isn't ready, before investing in media I'd invest in the landing page: <a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-in-andorra\/\">web design in Andorra<\/a> built to convert multiplies what every dollar or euro of advertising returns.<\/p>\n\n\n\n<div class=\"wp-block-group co co-x is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Before you launch<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Run a real conversion from start to finish (a form, a booking, a test purchase) and check that it shows up in Google Analytics, in Google Ads, in Meta and in your CRM. Also check that what you're advertising is in stock: paying for clicks to a sold-out product is throwing money away twice.<\/p>\n<\/div>\n\n\n\n<div class=\"pdw\"><div class=\"pdw-v\" aria-hidden=\"true\"><i><\/i><i><\/i><i><\/i><\/div><div class=\"pdw-c\"><span class=\"pdw-l\">AI web designs<\/span><p class=\"pdw-t\">See what is already possible: 13 real websites designed with AI<\/p><p class=\"pdw-p\">Restaurants, dental clinics, hotels, law firms, vets\u2026 Pick your sector and, if you qualify, we will make two free pre-designs of your website before you pay anything.<\/p><\/div><a class=\"pdw-b\" href=\"https:\/\/www.digiaccion.com\/presentacion-disenos-web\/en\/\">See the designs<span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 8<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-8\">How to measure an advertising campaign: KPIs by objective<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising campaign is measured with one main KPI that comes from the objective and two or three supporting ones that explain why it goes up or down. Measuring everything at once is measuring nothing, and measuring only impressions, followers or views is measuring vanity.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Objective<\/th><th>Main KPI<\/th><th>Supporting KPIs<\/th><th>How it's measured<\/th><\/tr><\/thead><tbody><tr><td>Awareness<\/td><td>Reach within the target audience and frequency<\/td><td>Branded searches, recall, completed views<\/td><td>Platforms, Search Console and lift studies<\/td><\/tr><tr><td>Consideration<\/td><td>Qualified website visits<\/td><td>Time on page, video views, CTR<\/td><td>Google Analytics 4 with UTMs<\/td><\/tr><tr><td>Lead generation<\/td><td>Cost per customer (not just per lead)<\/td><td>Landing page conversion rate, percentage of leads that become customers<\/td><td>Platforms, GA4 and CRM<\/td><\/tr><tr><td>Online sales<\/td><td>Return on ad spend (ROAS) calculated with margins<\/td><td>Average order value, new vs. returning customers<\/td><td>Online store, GA4 and platforms<\/td><\/tr><tr><td>Store visits<\/td><td>Attributed visits or bookings<\/td><td>Calls, \u201cget directions\u201d clicks, redeemed codes<\/td><td>Business Profile, codes and questions at the register<\/td><\/tr><tr><td>Loyalty<\/td><td>Repeat purchases<\/td><td>Customer lifetime value, email response<\/td><td>CRM and store<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Two nuances that change decisions. ROAS calculated on revenue, without subtracting the cost of the product, shipping and payment fees, is misleading: a campaign with a high ROAS can be losing money. And the goal isn't the lowest cost per customer, but <strong>the highest one you can afford<\/strong>: if a customer comes back, you can pay more than your competitors to win them and still make more money.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How do you measure the impact of an advertising campaign?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">You measure impact by combining direct data, indirect signals and, when the budget allows, experiments with a control group. No single layer is enough on its own:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Direct measurement:<\/strong> UTMs on every link, conversions in Google Analytics 4 and in each platform, and the source of every lead in the CRM.<\/li>\n\n<li><strong>Indirect signals:<\/strong> searches for your brand in Search Console, direct traffic and calls. Essential for measuring TV, radio and out-of-home.<\/li>\n\n<li><strong>Asking:<\/strong> \u201cHow did you hear about us?\u201d on the form or at the counter, and one promo code per channel.<\/li>\n\n<li><strong>Lift studies:<\/strong> they compare people who saw the ad with a control group. They require budget: Google's Brand Lift has a minimum that's $10,000 in the US.<\/li>\n\n<li><strong>Geo tests and marketing mix models:<\/strong> run the campaign in some areas and not in other similar ones or, with large investments, use models like Meridian, Google's open-source one.<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-group co co-w is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Every platform takes credit for the sale<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you add up the conversions Google, Meta and TikTok report, you'll almost always get more sales than you actually had: each one uses its own attribution model and claims the same sale. The source of truth is your register or your CRM. Platforms are useful for comparing campaigns with each other, not for closing out your P&amp;L.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Step 9<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"paso-9\">Diagnosis, optimization and A\/B testing: improve without breaking what works<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Optimizing means changing one thing at a time, with enough data, starting with what carries the most weight: the idea and the creative before the audience and the bidding. But first you have to diagnose: many campaigns \u201cthat don't work\u201d have the problem outside the ads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why are my ads not working?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your ads almost never fail because of the budget. Before raising it or touching Google or Meta Ads, I'd check, in this order, where the bottleneck is:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Symptom<\/th><th>Where the problem is<\/th><th>What I'd do<\/th><\/tr><\/thead><tbody><tr><td>Nobody clicks or asks, whatever the ad<\/td><td>The product isn't interesting or the message doesn't explain what the customer gains<\/td><td>Rewrite the message from the customer's problem, not from the product<\/td><\/tr><tr><td>People arrive from Google and leave without buying<\/td><td>The landing page: people who search are already interested<\/td><td>Match the message to the search, put proof up top and remove friction<\/td><\/tr><tr><td>Cheap leads, but every customer ends up very expensive<\/td><td>Sales follow-up, not the advertising<\/td><td>Measure the close rate and review response speed and the sales script<\/td><\/tr><tr><td>They buy once and never come back<\/td><td>Repeat business<\/td><td>Email, WhatsApp and offers to existing customers before more acquisition<\/td><\/tr><tr><td>Everything works, but nothing grows<\/td><td>The size of the niche<\/td><td>New audiences, areas or products, not more pressure on the same ones<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">If the diagnosis points to the ads, this is the table I use in weekly reviews:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>What you see<\/th><th>Likely cause<\/th><th>What I'd do<\/th><\/tr><\/thead><tbody><tr><td>Lots of impressions and few clicks<\/td><td>The hook doesn't interest that audience<\/td><td>New creatives with a different angle, not a different audience<\/td><\/tr><tr><td>Cost per result goes up and so does frequency<\/td><td>Creative fatigue<\/td><td>Rotate in new assets without rebuilding the campaign<\/td><\/tr><tr><td>The campaign won't spend<\/td><td>Audience too small or objective too demanding<\/td><td>Broaden the audience or change the optimization event<\/td><\/tr><tr><td>Lots of low-quality leads<\/td><td>You're optimizing for an event that's too easy<\/td><td>Qualify the form or send the platform data on which leads become customers<\/td><\/tr><tr><td>The platforms say it's going well and the register doesn't move<\/td><td>Inflated attribution<\/td><td>Cross-check with the CRM, branded searches and a geo test<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And for A\/B tests, four rules:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>One variable per test,<\/strong> with both versions running at the same time, with the same budget and the same audience. Meta and Google have experiment tools to do it properly.<\/li>\n\n<li><strong>Enough time and volume:<\/strong> I wouldn't decide before a full week, or with just a handful of conversions per version.<\/li>\n\n<li><strong>Order of priority:<\/strong> idea and angle, format, hook, copy and, last of all, audience.<\/li>\n\n<li><strong>Write down every test<\/strong> with its hypothesis and its result: it's the most valuable thing you carry from one campaign to the next.<\/li>\n<\/ul>\n\n\n\n<p class=\"pq wp-block-paragraph\">An A\/B test that doesn't change any decision is just curiosity.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">AI<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ia\">How to use AI to create ads and campaigns, phase by phase<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI speeds up every phase of a campaign, from research to copy and design (take a look at these <a href=\"https:\/\/www.digiaccion.com\/presentacion-disenos-web\/en\/\">13 real websites designed with AI<\/a>), but strategy and choosing the idea are still human decisions. The platforms already use it under the hood to bid and target; the advantage lies in using it earlier, to think better.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Phase<\/th><th>What I ask AI for<\/th><th>What I decide<\/th><\/tr><\/thead><tbody><tr><td>Brief<\/td><td>Organize notes into the template and flag what's missing<\/td><td>The objective and what's non-negotiable<\/td><\/tr><tr><td>Audience and insight<\/td><td>Summarize reviews and questions, and suggest insights<\/td><td>Which one is true, checking it against customers<\/td><\/tr><tr><td>Creative idea<\/td><td>Lots of concepts that are very different from each other<\/td><td>Which one I champion and why<\/td><\/tr><tr><td>Copy<\/td><td>Variations by channel, format and language<\/td><td>Tone, promises and legal copy<\/td><\/tr><tr><td>Script<\/td><td>First draft of the commercial, the video or the radio spot<\/td><td>What gets shot or recorded<\/td><\/tr><tr><td>Analysis<\/td><td>Summarize weekly data and suggest hypotheses<\/td><td>What changes and what doesn't<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The insight and brief prompts are in steps 2 and 3. These are the other three I use as a starting point:<\/p>\n\n\n\n<p class=\"lb wp-block-paragraph\">Ready-to-copy prompt \u00b7 Creative concepts<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as a creative director. I'm giving you a brief.\nSuggest 12 creative concepts for the campaign, very different from each other:\n4 rational, 4 emotional and 4 with humor or tension.\nFor each concept, give me:\n- The concept in one sentence.\n- A possible tagline of fewer than 6 words.\n- How it would look in a 15-second vertical video.\n- How it would sound in a 20-second radio spot.\n- The main risk of the concept.\nDon't repeat the same idea in different words. Don't use industry clich\u00e9s.\nBrief: [paste the brief here]<\/pre>\n\n\n\n<p class=\"lb wp-block-paragraph\">Ready-to-copy prompt \u00b7 Copy by channel<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as an advertising copywriter. Chosen concept: [concept]. Audience: [audience]. Tone: [tone].\nWrite in [language], adapting the copy (not translating it):\n1. Google Ads: 15 headlines of up to 30 characters and 4 descriptions of up to 90. Count the characters.\n2. Meta: 5 primary texts of fewer than 125 characters, following the structure problem, taking away the blame and alternative.\n3. Vertical video: 10 hook lines for the first 2 seconds.\n4. Out-of-home: 5 headlines of fewer than 7 words for a billboard.\nDon't promise results that aren't in the brief or use superlatives without proof.<\/pre>\n\n\n\n<p class=\"lb wp-block-paragraph\">Ready-to-copy prompt \u00b7 TV and radio script<\/p>\n\n\n\n<pre class=\"wp-block-preformatted pr\">Act as an advertising scriptwriter. Write the script for a [20\/30]-second commercial for [brand].\nConcept: [concept]. Single-minded message: [message]. Call to action: [action].\nFormat: a table with the columns \u201cseconds,\u201d \u201cvisuals,\u201d \u201caudio\/voice-over\u201d and \u201con-screen text.\u201d\nRules:\n- The brand must appear before second 5 and at the end.\n- One single idea; no listing of services.\n- The ending must invite people to search for the brand, not to write down a phone number.\nThen give me a 15-second vertical version and a 20-second radio spot\nin which the brand is heard at least twice.<\/pre>\n\n\n\n<p class=\"wp-block-paragraph\">I'd always review every piece of generated copy: AI tends to use the same phrases as your competitors.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Case studies<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"mejores-campanas\">Successful advertising campaign examples and what to learn from each one<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Successful advertising campaigns share three things: an idea you can understand in one sentence, a truth about the audience behind it and consistency over time. None of them is remembered for its targeting.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What are the 3 best advertising campaigns of all time?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">There's no official ranking. If I had to pick three for what they teach, they'd be Nike's \u201cJust Do It,\u201d Coca-Cola's \u201cShare a Coke\u201d and Red Bull Stratos. Here are those three and four more, with a verifiable data point for each one (the dates are in \u201cSources\u201d):<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Campaign<\/th><th>What it did<\/th><th>Data point with source<\/th><th>What to learn<\/th><\/tr><\/thead><tbody><tr><td>Nike, \u201cJust Do It\u201d<\/td><td>An attitude tagline, not a product one, kept for decades; for its 30th anniversary it launched \u201cDream Crazy\u201d<\/td><td>\u201cDream Crazy\u201d won the Emmy for outstanding commercial (CBS News)<\/td><td>A brand is built on a sustained point of view<\/td><\/tr><tr><td>Coca-Cola, \u201cShare a Coke\u201d<\/td><td>Replaced the logo with first names on cans and bottles; it started in Australia<\/td><td>Consumption among young adults rose 7% during the campaign (WARC)<\/td><td>When the product is the medium, the campaign shares itself<\/td><\/tr><tr><td>Red Bull Stratos<\/td><td>Livestreamed Felix Baumgartner's jump from the stratosphere<\/td><td>More than 8 million concurrent live streams on YouTube at its peak (YouTube's official blog)<\/td><td>Content can be the ad if it fits what the brand promises<\/td><\/tr><tr><td>Dove, \u201cReal Beauty Sketches\u201d<\/td><td>A sketch artist drew women based on their own description and on a stranger's<\/td><td>More than 114 million views in less than a month, according to Unilever (IndustryWeek)<\/td><td>A genuine emotional insight travels on its own<\/td><\/tr><tr><td>Burger King, \u201cWhopper Detour\u201d<\/td><td>A one-cent Whopper in its app, but only if you ordered it from a McDonald's<\/td><td>1.5 million app downloads and the Direct Grand Prix at Cannes (Adweek)<\/td><td>A clear mechanic with some cheek earns free media<\/td><\/tr><tr><td>Spotify Wrapped<\/td><td>Turns each user's listening data into a personal summary to share<\/td><td>More than 200 million users in its first 24 hours in its latest edition (TechCrunch)<\/td><td>The customer's own data can be the creative<\/td><\/tr><tr><td>IKEA, \u201cLa rep\u00fablica independiente de tu casa\u201d (\u201cThe independent republic of your home\u201d)<\/td><td>A tagline that turned the home into a territory with its own rules, kept for years in Spain<\/td><td>Big winner of the El Sol festival in its 23rd edition (PuroMarketing)<\/td><td>A consistent creative platform multiplies every euro<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The lesson applies just as well in La Massana: none of them was a one-off hit, but <strong>a simple idea repeated with discipline<\/strong> on a brand with authority, which is what makes every sale cheaper.<\/p>\n\n\n\n<div class=\"wp-block-group co co-v is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Is your campaign spending, but you're not sure it's selling?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It's what we see most: platforms saying everything's going great and a register that doesn't move. As a <a href=\"https:\/\/www.digiaccion.com\/en\/google-ads-sem-agency-in-andorra\/\">Google Ads agency in Andorra<\/a>, we start with the least glamorous part: what counts as a conversion, whether the measurement is reliable and where the bottleneck is. <a href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">Tell us about your project<\/a> and we'll tell you what we'd check first.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Summary<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"resumen\">How to create an advertising campaign, step by step<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">An advertising campaign that works is built in nine steps, from the business objective to optimization, with AI as an accelerator in all of them.<\/p>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">The 9 steps<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Step 1. Business objective:<\/strong> what has to change, by how much and by when, verifiable outside the platform.<\/li>\n\n<li><strong>Step 2. Audience and insight:<\/strong> the customer's situation and the truth that makes the message land.<\/li>\n\n<li><strong>Step 3. Message, big idea and brief:<\/strong> one single thing to remember, said in a memorable way and written into the brief.<\/li>\n\n<li><strong>Step 4. Channels and media plan:<\/strong> one or two well-funded main channels, online or offline.<\/li>\n\n<li><strong>Step 5. Budget:<\/strong> calculated from the result and big enough for the algorithm to learn.<\/li>\n\n<li><strong>Step 6. Assets by format:<\/strong> the same idea, tailored to each channel and each language.<\/li>\n\n<li><strong>Step 7. Calendar and landing page:<\/strong> bookings made in time, measurement tested and a page built to convert.<\/li>\n\n<li><strong>Step 8. Measurement:<\/strong> one main KPI per objective and the register or the CRM as the source of truth.<\/li>\n\n<li><strong>Step 9. Diagnosis and optimization:<\/strong> first find where the problem is; then change one thing at a time.<\/li>\n<\/ul>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">How we work at DigiAcci\u00f3n<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We apply these nine steps in an order we don't negotiate. We start with the business: the margin on each service and what counts as a sale. Before investing a single euro, we review the measurement: conversions, CRM and branded searches. We look for the insight in reviews, questions and conversations with customers, and we turn it into an idea that we shoot and design ourselves, adapted to every language in the market. We choose one or two channels with enough budget for the algorithm to learn, and we only add radio, TV or out-of-home when the objective calls for it. And every review ends with decisions, not with screenshots.<\/p>\n\n\n\n<p class=\"k wp-block-paragraph\">Example<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ejemplo\">Advertising campaign example for a business in Andorra<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is an illustrative example, with sample figures, not a real client. The business: a ski shop in La Massana with a repair workshop and season-long rentals, which wants to fill up its kids' rentals before the slopes open.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Step<\/th><th>Decision<\/th><th>Details<\/th><\/tr><\/thead><tbody><tr><td>Objective<\/td><td>150 season-long kids' rentals booked before opening day<\/td><td>KPI: bookings with a paid deposit; maximum cost of \u20ac20 per booking<\/td><\/tr><tr><td>Audience<\/td><td>Resident families with children aged 4 to 14; secondarily, families who spend the season in the country<\/td><td>Assets in Catalan and Spanish, with a French version for social media<\/td><\/tr><tr><td>Insight<\/td><td>\u201cKids grow every winter and buying new gear every year makes no sense. What stresses me out is the line on the first Saturday\u201d<\/td><td>It comes from the questions the shop gets every fall<\/td><\/tr><tr><td>Idea<\/td><td>\u201cThey grow. So do their skis.\u201d Season-long rental with size changes included<\/td><td>Works in 6 seconds and in 30, in video, image and radio<\/td><\/tr><tr><td>Channels<\/td><td>Instagram and Facebook to create demand and for remarketing; Google Search for people already looking for season rentals; YouTube bumpers; email to last year's customers; shop window<\/td><td>Spots on public radio if the RTVA rate fits<\/td><\/tr><tr><td>Calendar<\/td><td>Six weeks before opening day: two of launch, three of optimization and one of \u201clast sizes left\u201d<\/td><td>Measurement is tested the week before<\/td><\/tr><tr><td>Measurement<\/td><td>Bookings on the website with UTMs, one code per channel and branded searches<\/td><td>Weekly report with a maximum of three decisions<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">And this would be the budget breakdown:<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Line item<\/th><th>Amount (example)<\/th><th>Note<\/th><\/tr><\/thead><tbody><tr><td>Video production: one shoot day, six vertical pieces and two horizontal ones<\/td><td>\u20ac1,800<\/td><td>Shot with real families, in two languages<\/td><\/tr><tr><td>Design of static assets, shop window and banner<\/td><td>\u20ac600<\/td><td>The same visual line everywhere<\/td><\/tr><tr><td>Tweaks to the booking landing page<\/td><td>\u20ac500<\/td><td>Short form and deposit payment<\/td><\/tr><tr><td>Meta Ads (Instagram and Facebook)<\/td><td>\u20ac2,100<\/td><td>\u20ac350 per week<\/td><\/tr><tr><td>Google Ads (Search)<\/td><td>\u20ac1,500<\/td><td>\u20ac250 per week<\/td><\/tr><tr><td>YouTube (bumpers)<\/td><td>\u20ac300<\/td><td>Awareness boost in the area<\/td><\/tr><tr><td>Radio<\/td><td>\u20ac600<\/td><td>Reserved line item; depends on the rate<\/td><\/tr><tr><td><strong>Total<\/strong><\/td><td><strong>\u20ac7,400<\/strong><\/td><td>Production \u20ac2,900 (39%) \u00b7 media \u20ac4,500 (61%)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<div class=\"wp-block-group co co-d is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">The decision you don't see<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With \u20ac350 a week on Meta, optimizing for paid bookings would bring in about 17 a week at \u20ac20 each: a long way from the 50 events the algorithm needs. That's why the Meta campaign optimizes for \u201cbooking started,\u201d a more frequent event, and the paid booking stays as the business KPI. It's the kind of decision that separates a campaign that learns from one that spends the whole month in the learning phase.<\/p>\n<\/div>\n\n\n\n<p class=\"k wp-block-paragraph\">Example<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ejemplo-espana\">Advertising campaign example for a business in Spain, with radio<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The second example, also illustrative, combines digital and radio: an English-language school with two locations in Lleida that wants to fill its September classes. Its customers are parents in the city who listen to the radio on the way to work and search on Google before the school year starts.<\/p>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Step<\/th><th>Decision<\/th><th>Details<\/th><\/tr><\/thead><tbody><tr><td>Objective<\/td><td>120 new enrollments between late August and mid-September<\/td><td>KPI: paid enrollments and cost per enrollment<\/td><\/tr><tr><td>Insight<\/td><td>\u201cI've been paying for English classes for years and my kid still doesn't dare to speak\u201d<\/td><td>It comes from the questions families ask during placement tests<\/td><\/tr><tr><td>Idea<\/td><td>\u201cHere, you speak from day one.\u201d A free placement test with a conversation class<\/td><td>Sounds good on the radio and looks good on video<\/td><\/tr><tr><td>Channels<\/td><td>Spots on the Lleida local split of RAC1's morning show; Meta for parents in the city; Google for \u201cacademia de ingl\u00e9s Lleida\u201d (the search people actually type there); mupis near schools<\/td><td>Radio generates searches; Google captures them; Meta repeats<\/td><\/tr><tr><td>Measurement<\/td><td>A \u201cRADIO\u201d code for the placement test, branded searches in the city and \u201cHow did you hear about us?\u201d at enrollment<\/td><td>Compare the weeks with and without radio spots<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<figure class=\"wp-block-table tb\"><table><thead><tr><th>Line item<\/th><th>Amount<\/th><th>Note<\/th><\/tr><\/thead><tbody><tr><td>18 20-second spots on the Lleida split of \u201cEl M\u00f3n a RAC1\u201d<\/td><td>\u20ac2,916<\/td><td>At \u20ac162 per spot, excluding VAT, according to the published rate card; negotiable<\/td><\/tr><tr><td>Recording the radio spot (voice-over and music)<\/td><td>\u20ac400<\/td><td>Example<\/td><\/tr><tr><td>Social media video, shot in one morning at the schools<\/td><td>\u20ac1,200<\/td><td>Example<\/td><\/tr><tr><td>Design of mupis and static assets<\/td><td>\u20ac500<\/td><td>Example<\/td><\/tr><tr><td>Mupis near schools for two weeks<\/td><td>\u20ac1,000<\/td><td>Reserved line item; depends on the media owner's rate<\/td><\/tr><tr><td>Meta Ads<\/td><td>\u20ac1,800<\/td><td>Example: \u20ac450 per week for four weeks<\/td><\/tr><tr><td>Google Ads (Search, including branded search)<\/td><td>\u20ac1,500<\/td><td>Example<\/td><\/tr><tr><td><strong>Total<\/strong><\/td><td><strong>\u20ac9,316<\/strong><\/td><td>Only the spot price comes from a published rate card; the rest is illustrative<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The key to the calendar: spots concentrated in the three weeks before classes start and branded search running from the first week, so nobody who searches for the school after hearing the ad ends up on another website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"no-haria\">What I wouldn't do<\/h2>\n\n\n\n<ul class=\"wp-block-list no\">\n<li>Start with the channel (\u201cwe have to be on TikTok\u201d or \u201cwe have to be on TV\u201d) instead of the objective.<\/li>\n\n<li>Raise the budget before diagnosing whether the problem is the product, the message, the landing page or the sales follow-up.<\/li>\n\n<li>Spread a small budget across many channels, audiences and ad sets.<\/li>\n\n<li>Launch a single ad and call the campaign tested.<\/li>\n\n<li>Do TV, radio or out-of-home without the budget to repeat and without a website and branded search ready.<\/li>\n\n<li>Change the campaign every day during the learning phase.<\/li>\n\n<li>Measure success by impressions or likes when the objective was sales.<\/li>\n\n<li>Add up the conversions from every platform and present them as sales.<\/li>\n\n<li>Keep paying for ads for products that are sold out.<\/li>\n\n<li>Translate assets into Catalan or French word for word.<\/li>\n\n<li>Ask an AI for the strategy instead of using it to speed the strategy up.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"idea-final\">The bottom line<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If I had to launch a campaign from scratch tomorrow, this would be my order:<\/p>\n\n\n\n<ul class=\"wp-block-list fw\">\n<li>Objective<\/li>\n\n<li>Audience and insight<\/li>\n\n<li>Idea<\/li>\n\n<li>Channels<\/li>\n\n<li>Budget<\/li>\n\n<li>Assets<\/li>\n\n<li>Landing page<\/li>\n\n<li>Measurement<\/li>\n\n<li class=\"hi\">Diagnosis and optimization<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The platforms decide more and more things on their own: who to show the ad to, how much to bid, which placement to use. Fine. That leaves advertisers with exactly what was always the most important part: <strong>knowing what they want to achieve, having something interesting to say and measuring it honestly.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A winning campaign isn't the one that makes the most noise. It's the one that moves the number that mattered at the start.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"faq\">Frequently asked questions<\/h2>\n\n\n\n<div class=\"dga-faq\">\n<details class=\"fq\" name=\"dga-faq\" open><summary><h3>What is the 3-3-3 rule in marketing?<\/h3><\/summary><p>It's an informal rule, not an official one, and several versions are going around. The most widespread one says to pick three audiences, three messages and three channels, and no more. Other articles confuse it with the \u201cthree-second rule,\u201d the time an ad has to grab attention. As a focus test for a small business, I find it useful: if your media plan has seven channels and five audiences, the budget won't stretch far enough for any of them to work. Better a few well-funded fronts than many half-funded ones.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What are the 5 C's of marketing?<\/h3><\/summary><p>They're a situation analysis framework: company, customers, competitors, collaborators and context (some versions say climate). Company is what you sell and what margin it leaves; customers are who buys and why; competitors are what others say, so you don't sound the same; collaborators are distributors, partners or media; and context covers the season, regulations and the economy. It isn't a campaign method, but I use it as a checklist before step 1: if you can't answer one of the five C's, your objective and your insight will be built on guesswork.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>How do you create an awareness campaign?<\/h3><\/summary><p>With the same method as any other campaign, but with a different objective: changing a behavior, not selling. You start by defining the specific behavior you want to trigger (recycling something, booking a checkup, not using your phone while driving), you look for the insight that explains why people don't do it and you design a message with one single, easy action. Relatable stories usually work better than alarming statistics. You measure it on two levels: recall and attitude with surveys, and actual behavior with data such as appointments booked or participation.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>How much does Instagram advertising cost?<\/h3><\/summary><p>Instagram has no rate card: ads are bought in Meta Ads, together with Facebook, through an auction, and you pay per impression or per result depending on the objective. The price depends on the audience, the time of year, the competition and, above all, how good the creative is. As a reference, LocaliQ publishes Facebook averages of $0.60 per click for traffic campaigns and $27.39 per lead, based on its own advertisers' accounts. In Spain or Andorra the numbers can be very different: measure your own cost per result over the first two weeks.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>What is the cheapest way to advertise?<\/h3><\/summary><p>The cheapest ad is the one that only reaches people who already need you. Before paying for anything, I'd make the most of what's free: your Google Business Profile, email to past customers and asking for reviews. On paid media, the most efficient starting point is usually Google Search for very specific local searches and for your own brand, since Google Ads has no minimum budget, and Meta with a small radius around your business. Offline, a local radio split can cost a fraction of the full rate: RAC1 publishes \u20ac162 per spot for its Lleida split.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>How much does an advertising campaign cost?<\/h3><\/summary><p>It has three parts: producing the assets, the media spend and management. In digital there are no high minimums: Google Ads has no minimum budget and Meta has a very low technical daily minimum, although TikTok asks for more than $50 a day per campaign. The real floor is set by the algorithm's learning, about 50 results a week on Meta. On radio, a spot on the local split of a big station can cost around \u20ac160, and with TV the jump is big, because you have to produce a commercial and buy frequency. My advice: work it out backward, from the customers you need.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>How much do advertising agencies charge?<\/h3><\/summary><p>It depends on the model, and it's worth knowing which one you're being offered before you compare. The most common are a monthly fee for managing the campaigns, a percentage of the media spend, a fixed price per project (a launch campaign, a commercial) or a combination. The spend on Google, Meta or radio is paid separately. Always ask for the breakdown: how much is management, how much is production and how much is media, what gets delivered each month and how the results will be measured. A low price with vague deliverables ends up being expensive.<\/p><\/details>\n<details class=\"fq\" name=\"dga-faq\"><summary><h3>Which advertising agency can run a campaign in Andorra?<\/h3><\/summary><p>More than a name, it's worth knowing what to ask for. In Andorra, a good agency has to work in several languages (Catalan, Spanish, French and often English) without literal translations, know both the digital platforms and the local media, and start with your business objective before talking about channels. Ask them to explain how they'll measure results outside the platforms, and be wary of anyone who guarantees sales. At DigiAcci\u00f3n, a <a href=\"https:\/\/www.digiaccion.com\/en\/\">digital marketing agency in Andorra<\/a>, we work from La Massana with this method: strategy, creative, media and measurement in the same team.<\/p><\/details>\n<\/div>\n<script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What is the 3-3-3 rule in marketing?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It's an informal rule, not an official one, and several versions are going around. The most widespread one says to pick three audiences, three messages and three channels, and no more. Other articles confuse it with the \u201cthree-second rule,\u201d the time an ad has to grab attention. As a focus test for a small business, I find it useful: if your media plan has seven channels and five audiences, the budget won't stretch far enough for any of them to work. Better a few well-funded fronts than many half-funded ones.\"}},{\"@type\":\"Question\",\"name\":\"What are the 5 C's of marketing?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"They're a situation analysis framework: company, customers, competitors, collaborators and context (some versions say climate). Company is what you sell and what margin it leaves; customers are who buys and why; competitors are what others say, so you don't sound the same; collaborators are distributors, partners or media; and context covers the season, regulations and the economy. It isn't a campaign method, but I use it as a checklist before step 1: if you can't answer one of the five C's, your objective and your insight will be built on guesswork.\"}},{\"@type\":\"Question\",\"name\":\"How do you create an awareness campaign?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"With the same method as any other campaign, but with a different objective: changing a behavior, not selling. You start by defining the specific behavior you want to trigger (recycling something, booking a checkup, not using your phone while driving), you look for the insight that explains why people don't do it and you design a message with one single, easy action. Relatable stories usually work better than alarming statistics. 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In Spain or Andorra the numbers can be very different: measure your own cost per result over the first two weeks.\"}},{\"@type\":\"Question\",\"name\":\"What is the cheapest way to advertise?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The cheapest ad is the one that only reaches people who already need you. Before paying for anything, I'd make the most of what's free: your Google Business Profile, email to past customers and asking for reviews. On paid media, the most efficient starting point is usually Google Search for very specific local searches and for your own brand, since Google Ads has no minimum budget, and Meta with a small radius around your business. Offline, a local radio split can cost a fraction of the full rate: RAC1 publishes \u20ac162 per spot for its Lleida split.\"}},{\"@type\":\"Question\",\"name\":\"How much does an advertising campaign cost?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It has three parts: producing the assets, the media spend and management. In digital there are no high minimums: Google Ads has no minimum budget and Meta has a very low technical daily minimum, although TikTok asks for more than $50 a day per campaign. The real floor is set by the algorithm's learning, about 50 results a week on Meta. On radio, a spot on the local split of a big station can cost around \u20ac160, and with TV the jump is big, because you have to produce a commercial and buy frequency. My advice: work it out backward, from the customers you need.\"}},{\"@type\":\"Question\",\"name\":\"How much do advertising agencies charge?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"It depends on the model, and it's worth knowing which one you're being offered before you compare. The most common are a monthly fee for managing the campaigns, a percentage of the media spend, a fixed price per project (a launch campaign, a commercial) or a combination. The spend on Google, Meta or radio is paid separately. Always ask for the breakdown: how much is management, how much is production and how much is media, what gets delivered each month and how the results will be measured. A low price with vague deliverables ends up being expensive.\"}},{\"@type\":\"Question\",\"name\":\"Which advertising agency can run a campaign in Andorra?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"More than a name, it's worth knowing what to ask for. In Andorra, a good agency has to work in several languages (Catalan, Spanish, French and often English) without literal translations, know both the digital platforms and the local media, and start with your business objective before talking about channels. Ask them to explain how they'll measure results outside the platforms, and be wary of anyone who guarantees sales. At DigiAcci\u00f3n, a digital marketing agency in Andorra, we work from La Massana with this method: strategy, creative, media and measurement in the same team.\"}}]}<\/script>\n\n\n\n<div class=\"wp-block-group ca is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"cth wp-block-paragraph\">Does your next campaign need to bring in customers, not just impressions?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We'd do it in this order: first, what counts as a sale and whether the measurement works; then, the message and the landing page; and finally, the split between Meta, Google and, if it fits, radio, TV or out-of-home. Tell us what you want to achieve and we'll tell you where we'd start.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/meta-ads-agency-facebook-ads-in-andorra\/\">See our Meta Ads and Social Ads service \u2192<\/a><\/div>\n\n\n\n<div class=\"wp-block-button b2\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/contact\/\">Tell us about your project \u2192<\/a><\/div>\n\n\n\n<div class=\"wp-block-button b2\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.digiaccion.com\/en\/\">DigiAcci\u00f3n \u00b7 Digital marketing agency in Andorra \u2192<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group src is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"lb wp-block-paragraph\">Sources<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/16297775?hl=en\" target=\"_blank\" rel=\"noopener\">About ads and AI Overviews<\/a> (accessed October 20, 2026).<\/li>\n\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/15910366?hl=en\" target=\"_blank\" rel=\"noopener\">AI Max for Search campaigns<\/a>.<\/li>\n\n<li>Search Engine Journal: <a href=\"https:\/\/www.searchenginejournal.com\/google-is-replacing-dynamic-search-ads-with-ai-max\/\" target=\"_blank\" rel=\"noopener\">Google is replacing Dynamic Search Ads with AI Max<\/a> (April 15, 2026).<\/li>\n\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/1704424?hl=en\" target=\"_blank\" rel=\"noopener\">managing spend and your average daily budget<\/a>.<\/li>\n\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/6268632?hl=en\" target=\"_blank\" rel=\"noopener\">about Target CPA bidding<\/a>.<\/li>\n\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/7684791?hl=en\" target=\"_blank\" rel=\"noopener\">about responsive search ads<\/a>.<\/li>\n\n<li>Google Ads Help: <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10014316?hl=en\" target=\"_blank\" rel=\"noopener\">Brand Lift and Search Lift budget requirements<\/a>.<\/li>\n\n<li>Google: <a href=\"https:\/\/blog.google\/products\/ads-commerce\/meridian\/\" target=\"_blank\" rel=\"noopener\">Meridian, an open-source marketing mix model<\/a> (March 2024).<\/li>\n\n<li>Meta for Developers: <a href=\"https:\/\/developers.facebook.com\/docs\/marketing-api\/advantage-campaigns\" target=\"_blank\" rel=\"noopener\">Advantage+ campaign experience for sales, app and leads campaigns<\/a>.<\/li>\n\n<li>Meta for Developers: <a href=\"https:\/\/developers.meta.com\/horizon\/resources\/launch-ad-campaign\/\" target=\"_blank\" rel=\"noopener\">guide to launching an ad campaign and the learning phase<\/a>.<\/li>\n\n<li>MediaPost: <a href=\"https:\/\/www.mediapost.com\/publications\/article\/418580\/meta-unveils-enhanced-ai-business-assistant-autom.html\" target=\"_blank\" rel=\"noopener\">Meta unveils enhanced AI business assistant and automated ad tools<\/a> (October 7, 2026).<\/li>\n\n<li>TikTok Ads: <a href=\"https:\/\/ads.tiktok.com\/help\/article\/budget\" target=\"_blank\" rel=\"noopener\">budgets in TikTok Ads Manager<\/a> (updated July 2026).<\/li>\n\n<li>LinkedIn Marketing Solutions: <a href=\"https:\/\/business.linkedin.com\/advertise\/ads\/best-practices\/maximize-your-budget\" target=\"_blank\" rel=\"noopener\">minimum budgets for LinkedIn Ads<\/a>.<\/li>\n\n<li>Search Engine Journal: <a href=\"https:\/\/www.searchenginejournal.com\/what-are-good-google-ads-benchmarks\/546995\/\" target=\"_blank\" rel=\"noopener\">summary of the WordStream by LocaliQ Search Advertising Benchmarks report<\/a> (updated June 16, 2026).<\/li>\n\n<li>LocaliQ: <a href=\"https:\/\/localiq.com\/blog\/facebook-advertising-benchmarks\/\" target=\"_blank\" rel=\"noopener\">Facebook advertising benchmarks<\/a> (updated September 23, 2026).<\/li>\n\n<li>Bulldog Reporter: <a href=\"https:\/\/www.agilitypr.com\/pr-news\/marketing-news\/advertising-takes-a-pr-pivot-as-brand-factors-like-consumer-loyalty-prove-to-have-a-greater-impact-on-sales-than-just-reaching-a-broader-audience\/\" target=\"_blank\" rel=\"noopener\">NCSolutions' Five Keys to Advertising Effectiveness study<\/a> (August 16, 2023).<\/li>\n\n<li>IPA: <a href=\"https:\/\/ipa.co.uk\/knowledge\/ipa-blog\/the-next-chapter-for-the-long-and-the-short-of-it\/\" target=\"_blank\" rel=\"noopener\">The next chapter for The Long and the Short of It<\/a> (September 13, 2023).<\/li>\n\n<li>Reason Why: <a href=\"https:\/\/www.reasonwhy.es\/actualidad\/inversion-publicitaria-medios-controlados-estimados-estudio-infoadex-2026\" target=\"_blank\" rel=\"noopener\">advertising investment in Spain according to the InfoAdex 2026 Study<\/a> (in Spanish; February 11, 2026).<\/li>\n\n<li>La FEDE: <a href=\"https:\/\/media.timtul.com\/media\/lafede\/Resumen%20Estudio%20de%20Inversiones%202026_20260211151142.pdf\" target=\"_blank\" rel=\"noopener\">summary of the InfoAdex Study of advertising investment in Spain 2026<\/a> (in Spanish; February 2026).<\/li>\n\n<li>God\u00f3 Strategies: <a href=\"https:\/\/d2xcuvj0f1yuza.cloudfront.net\/2026\/10\/GS_Tarifas-radio-2026_cast-NUEVA-TEMPORADA-2526.pdf\" target=\"_blank\" rel=\"noopener\">RAC1 and RAC105 radio rate card, 2025-2026 season<\/a> (in Spanish; document dated January 2026, accessed October 20, 2026; prices exclude VAT).<\/li>\n\n<li>\u00c0 Punt M\u00e8dia: <a href=\"https:\/\/static.apuntmedia.es\/apunt\/public\/content\/file\/original\/2025\/1217\/12\/tarifas-publicitarias-gen2026.pdf\" target=\"_blank\" rel=\"noopener\">TV, radio and digital advertising rates<\/a> (in Spanish; January 2026).<\/li>\n\n<li>RTVA: <a href=\"https:\/\/mediaverse.rtva.hiway.media\/document\/2026\/08\/24\/6a8c5903\/Tarifespublicitat_agost2026.pdf\" target=\"_blank\" rel=\"noopener\">catalog of advertising services for Andorra Televisi\u00f3 and R\u00e0dio Nacional d'Andorra<\/a> (in Catalan; August 2026).<\/li>\n\n<li>Mediaset Espa\u00f1a: <a href=\"https:\/\/files.mediaset.es\/file\/2026\/05\/28\/cp-publiespana-eventos-anunciantes-2026-pdf_da39-2.pdf\" target=\"_blank\" rel=\"noopener\">Publiespa\u00f1a presents its sales strategy and launches Mediaset Espa\u00f1a AdManager<\/a> (in Spanish; May 28, 2026).<\/li>\n\n<li>PPC Land: <a href=\"https:\/\/ppc.land\/netflix-ad-plan-to-reach-nine-emea-countries-on-march-1-2027\/\" target=\"_blank\" rel=\"noopener\">Netflix's ad plan will reach nine more countries<\/a> (September 26, 2026).<\/li>\n\n<li>Mediaweek: <a href=\"https:\/\/www.mediaweek.com.au\/8m-for-30-seconds-advertisers-snap-up-super-bowl-lx-spots\" target=\"_blank\" rel=\"noopener\">$8M for 30 seconds: advertisers snap up Super Bowl LX spots<\/a> (January 27, 2026).<\/li>\n\n<li>CBS News: <a href=\"https:\/\/www.cbsnews.com\/news\/colin-kaepernick-nike-ad-won-an-emmy-for-outstanding-commercial-creative-arts-emmy\/\" target=\"_blank\" rel=\"noopener\">Nike's \u201cDream Crazy\u201d wins the Emmy for outstanding commercial<\/a> (September 16, 2019).<\/li>\n\n<li>WARC: <a href=\"https:\/\/www.warc.com\/content\/article\/warc-prize\/coca-cola-share-a-coke\/en-gb\/96590\" target=\"_blank\" rel=\"noopener\">Coca-Cola: Share a Coke<\/a> (April 12, 2012).<\/li>\n\n<li>YouTube Official Blog: <a href=\"https:\/\/blog.youtube\/news-and-events\/mission-complete-red-bull-stratos-lands\" target=\"_blank\" rel=\"noopener\">Mission complete: Red Bull Stratos lands safely back on Earth<\/a> (October 14, 2012).<\/li>\n\n<li>IndustryWeek: <a href=\"https:\/\/www.industryweek.com\/innovation\/intellectual-property\/article\/21960309\/dove-sketches-most-watched-online-ad-unilever\" target=\"_blank\" rel=\"noopener\">Dove \u201cSketches\u201d is the most-watched online ad, according to Unilever<\/a> (May 20, 2013).<\/li>\n\n<li>Adweek: <a href=\"https:\/\/www.adweek.com\/creativity\/whopper-detour-burger-kings-masterpiece-of-trolling-wins-direct-grand-prix-at-cannes\/\" target=\"_blank\" rel=\"noopener\">\u201cWhopper Detour\u201d wins the Direct Grand Prix at Cannes<\/a> (June 2019).<\/li>\n\n<li>TechCrunch: <a href=\"https:\/\/techcrunch.com\/2025\/12\/04\/spotify-says-wrapped-2025-is-its-biggest-yet-with-200m-users-in-its-first-day\" target=\"_blank\" rel=\"noopener\">Spotify says Wrapped 2025 is its biggest yet, with 200M users in its first day<\/a> (December 4, 2025).<\/li>\n\n<li>PuroMarketing: <a href=\"https:\/\/www.puromarketing.com\/24\/4556\/ikea-triunfadora-festival-publicidad\" target=\"_blank\" rel=\"noopener\">IKEA, big winner of the El Sol festival<\/a> (in Spanish; May 31, 2008).<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"au\"><img decoding=\"async\" src=\"data:image\/jpeg;base64,\/9j\/4AAQSkZJRgABAQEAYABgAAD\/2wBDAAYEBQUFBAYFBQUHBgYHCQ8KCQgICRMNDgsPFhMXFxYTFRUYGyMeGBohGhUVHikfISQlJygnGB0rLismLiMmJyb\/2wBDAQYHBwkICRIKChImGRUZJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJiYmJib\/wAARCACQAJADASIAAhEBAxEB\/8QAHwAAAQUBAQEBAQEAAAAAAAAAAAECAwQFBgcICQoL\/8QAtRAAAgEDAwIEAwUFBAQAAAF9AQIDAAQRBRIhMUEGE1FhByJxFDKBkaEII0KxwRVS0fAkM2JyggkKFhcYGRolJicoKSo0NTY3ODk6Q0RFRkdISUpTVFVWV1hZWmNkZWZnaGlqc3R1dnd4eXqDhIWGh4iJipKTlJWWl5iZmqKjpKWmp6ipqrKztLW2t7i5usLDxMXGx8jJytLT1NXW19jZ2uHi4+Tl5ufo6erx8vP09fb3+Pn6\/8QAHwEAAwEBAQEBAQEBAQAAAAAAAAECAwQFBgcICQoL\/8QAtREAAgECBAQDBAcFBAQAAQJ3AAECAxEEBSExBhJBUQdhcRMiMoEIFEKRobHBCSMzUvAVYnLRChYkNOEl8RcYGRomJygpKjU2Nzg5OkNERUZHSElKU1RVVldYWVpjZGVmZ2hpanN0dXZ3eHl6goOEhYaHiImKkpOUlZaXmJmaoqOkpaanqKmqsrO0tba3uLm6wsPExcbHyMnK0tPU1dbX2Nna4uPk5ebn6Onq8vP09fb3+Pn6\/9oADAMBAAIRAxEAPwCnrRsNYke5tnBmzjcB19mFY2j6hfaTqEV9p9w9tdQtlXU\/mD6j2rvDoNup1C4tEEatcO20dOgrO8C6dpmqadfWN8oMskoaM9GGB1U+vPSuWcJUnqaQmqiuj07wr48s\/FFgtncBbTVkILQ5+WXH8Sf4dqva38um3J\/6ZP8AyrxLXPD+oeH7pZdzNAGzFcx8YPbPoa7fQfGX9o6TLp2rELeeXsjn7TfX0b+ddNKrzWTMKlLlV4mlr65udFj9JP6CuhuOLST\/AHDWJr4xrOkJ2DMf5VuXJH2WQ+1ay+JmcPhR4d4pG671A9ySf1rmnj4\/4CtP+Il3q51JrfTmWCC43M0vBbYD156ZPQe2TXDXEupWKx3EWrXc9wx+eGT5lb6Hp+Fefy3PSvZHY2UZ+3x4X+P+prbttV02RJHjvoXER2vhuVPuOtedXq3eqWAuobmZLx5FXb5nlxqh6YA\/XNc\/Yr57zm53PNyGkBxuxnOfUnimqV1ruJzSdj6A0q6trqLdDMrjt2P5GteLJX0GO1fP6tq1jYF7a6aSxDBWLt8y+m09uh79q7Pw\/wCNrvS4rKHVSb23ujhZc\/vEbJBB9Qf61KptDbTKKAl7pT\/DKa3tH8PHU9Na5iufKlRyu1lyDWNC0cstzLA4eOVt6n2Ndt4JlVNNuFfIHmZ3Y46Vtg4RlUSkjnxU5Rg3E4K80a+sNZt2uE+Q3KLvRsg5IrJVhA0qudu2Rhz9a9H8ZbRFFMpBCXcLZH1rmk8M3mrS6ktpZSSTrdSKjHhcbvWt69CMalk9DGjWcoXaOCudSRJiYQ3Xntmuj8P2MGo6NLKxkkAcqY\/Xp6c12\/h34HTXEgudfv8AykJz5EHB\/Fj\/APWr1nw54K8OaDAIbHT0wOSX5yfU56muZxvsdPN3Y2IeXo93J7Stn8\/8Ks\/Cnw1Zav4CZ51Mdw125SZeowFxVa\/\/AHPhK8k\/6YSHP1J\/xrsPgxF5fw\/sjj\/WSyv\/AOPEf0r0KqTlqcFK6joYOrW91pYax1uIT2j\/ACi4K5Vh\/tf4\/niuI1rw8LB\/tViTJaHnbnJT\/EV7t4iiingjhmQOhJJBryzxLp9zpCiXTP39q8gVoGP3MnqD\/SuCpTcHeJ2xmpKzMLStcml1OxivHMqW4IRz1wex9a0PiDr+ojTRYaFGhlmKrNO54jB6ADuf5Csh7MR6qjBAjOuSo6Vm+Mb9bOLyQWEsuFJHb0P86SqyaaLVOKaZ5Vq2mebqkxbUsjcF853IYHjJAHTngetc1ca1DBcXJt4z5CyZhDc9M4OPU9a39fmazkCr5Y\/ebkBbJIyce5xnrT\/Cnw8vdSYXWoBoLbJZV6M2f5VbkoR94pQlUl7px0N3LO6NeSSOoct5aHHXAxntwAK2YDC1u8g2GZ2\/dwKctnGAT7Af0r1SP4baZIIkdgqoMYUVtWvw+8N28QQqzeuWxmsXiI9DoWDn1PIbLTp47VIrqZDCHLrEsmcnoTgdz0yeAOmar3MsdlPIl0shDHfuKcdd21eO59Pavbp\/BugGIRmFvKH8KPgfpWPrHg9xCZNHuDI6Di3uPmDewNOOIg9AlhKiV1qcDaTQw6D\/AGqZDHK7jzIT1VsDdx25\/nXe\/Cm6XWGurG3cMwRZiCMEDO3n9K888Q+YmnrLEBAI5dlzAv3o2z+BGTjr6V6j8D7QNe6l4hnd8zwpbxgjdgA5YnHvitoNwlzROOpFSg4yO9t\/COmF\/MvIVnJIba3KgjocdK6OC3hgGIo1X3A5p64PI6GnirbcndmKSSshNtCrz+Bp+OKVR\/KkM5LxD+78Dz56m2Qfnj\/GvQfhfD5XgDRhj70Jb83Jrz\/x2PJ8JTIOAfKQfmP8K9O8CxeT4M0SP0s4z+Yz\/Wuqb9856a9wl11VLQ7ucA8VyOvqGiiXsZkH611ut5M8Y9E\/rXL6wmWtge86\/wBalL3hy2Zx+twxjX4f4VEOT+ZrzT4mTWMupRmJxKttEcEnIVj1Y+uBjH1r1fUUDeKETsIRn9a8Z+I7Q22qv5NmiF59sgVwQF68j\/PSuSUffZ1wfuK5zvhTTn1nxBLe33zWmngBYzjG\/tn+demi9QYiHGOi8\/yFc94UhtNN8IwXt5MLeO5leZz\/ABOc8AfhV7TPFWiNN5VsrlM437cKfwrlrwk2erhZQjHXc6a2nPlf6tz9IyP51ZtFuckxxKuT1dv6AUWs0U0RdACnoBUGoXNxbKIoGwW5DnoK5EtT0G0lcvXK3JQFrmBB\/ukfrmqBaWPJZ0ceqtmuQubTV9XvCralMoz94t8qj0x0rVttEuLIK8NyJpAMZYY5pygujIjUb6HM+OdP86++3xxqJGTZL8v+sHv61ufBHVpYtau\/DUkLKoj+0R4xiMjAOPUHPX2xV7UIjcWMkboBOoIx\/hXO\/DvVEsvFdr5UAluZI5IN5xn1wcdegIrtoTvGz6HlYqnaV11PoFBTLi5t7ZczzJH\/ALx5\/KsHbr193MCH0+Qf404aDDEBLqF4F9SWx+pro5n0RwcqW7LFx4itUGII3mPYn5RVM6hrN8dtqhjU\/wDPNf8A2Y059S8Nacf3ZFxIP7i7\/wBTxVC78aScrZWSIOcNKc\/oKhyXVmii+iLPxK+Xw2F\/vTJ+gJr1vw\/F5WgaZF02WkQ\/8cFcB8ZLCFdL09Il2tNc4wP93\/69emW8JhtoYx\/BGq\/kMV1c3NJnPy8sUjI1hlF0ATzsHArnNWyZrMbSB52cn2U10mqc3h9QorA1MZu7Rf8AbY\/+Omqj8RnLY5aZd\/i2RSMjyVBFecfF3wy4vUv7OH9zJIsTRKOFJHB+h\/pXpiKW8XXP+zGo\/SpPGelQalolxHIpWYRsYpFJBVgDisXu35mydkl5HjuqaKTZ6dbXDf6NaWKKBnAZ25NZMfhK4g\/f2Ee1wMgFsZrsNUmRW0Hz0YQC0R3Ea7yWCY4Hc56CuWTxB4jnvRFZ6RElvISAJRuYdcFiSAPfvzWFVSb02PSoOKjqtSx4f8QTW98umXsTQys23DDGa7bW7aVLRTFlyw\/KuOl0t59atRP5TSJMHRoScYAyQc9PzNdxHcSBFLjI964J6WPTpptM5GPxBZ6RKftZ8tV5Y7CzH8B296vHxdoOpN5dtdlJeNpZShyensaual4ca5mlvLS3tbgz\/wCsWQbWI+vel0\/w7HDGIv7PtLUdxGuT+H+NUrcompc2mxGVdws4wdw5YdG968zDS6N8SLV4lwkWoJKuRxhgDjP1zXsN5GsMKxBcKg4xXm3ibRb3V\/FlnDYSrEZot0krdIwh+9+tOjJKTuY4mm5RVj0W88V6tPnbMtuvpEuD+ZrBudSMzlp7hpW9WYsahh0u5v7Nryw8y7gRzHvYYLkdSB6VlzmWBikkbRsOxGKXteZ2uczouG6NFr09EjJ92OKikuZSMmVUGP4Vyf1rNa4I60Cc+tMVj6J+KqmW88PWw\/iuM4\/75FeiHOa4TxvH5\/jDw5D1CsGI\/wCBj\/Cu7zzXpQ3Z50tkQz2sM\/Lpz6965jVrB01CIodypu\/kK66sTUOb722t\/SqvZ3RDV1qefW8Z\/wCErvmI6AD9BWnqwH2X5uFw2eM8Yq1oNuk\/iXWGdQQCAKn8UWggtg0Z6hj+lYc+jNeTVHlV1CToGkz2rKrLGypKvO3DEAg1zEGgg3TSTX08oY5KLhR+fWuxcwjTEsVcBLdpAwHYk78fk1YME6MWAYVlXd7M9TCRSui5YWturyui5kt48qo6KuOtXDHJ9iikwDGTjORkH6V5t4s8Rara+ZZ6ckaxtIGld8rvA7FhVe18UXt9Zvax3rW6sMCdUyw47Z4zWU4uUVY6ac1CUrnrunE+U3OHBxV5Aqgu4GR71y3ghDDYFLnU2vmf7rOfmH1963p5HVCuQR6+tc+x0fFsUNQkDbh6+9c2I2OoI6ReYQCjjdj5CRn+QrSvXZmO38qr6aWj1NRtLZQjjnr3qOonujL8SXVzompWzafcyWxeMthDgHnuO9Pg8ZwXSCHXtMiu16edENrj8On8q534r+fJ4htnQyhkthhlyONx7V5y3iS6tbqSC5QSqjYyOGrVUY1OmpxVarhNvoe5xaJoWuH\/AIkWrJHKefs9ydjD86k\/4Q2wtOdT8SWFvjqqOHP6V4zB4ls2XzFudhH8LDkU2bxTb4wJZpD\/ALIwKj6tU2UnYn20HrY+3tXi8\/x7pnfyYwf\/AEI112K5bIk8fY\/55wj\/ANB\/+vXVV6tL7T8zyqnT0EwfXH4Vi3Qzevls\/If5itusKdgdQk\/3P\/ZjWktzNbGR4WXOr6u\/rNj+dS+Msi3UD\/nm5pvhAE3GqSYzm4P9aXxgcxY7iFq5b+4zoS99Hj9ygU3QRSFkCys2Dywyp5+gWubjjW0muZbl9kEfzE5610gbdeMjsQGLIvPAJH+IFc\/4pVTpt3lTtZVGB+tOyktTphOUXoclq0sesygsY7a0jPDMfve3vVm0TwrbNC4llL27FhEcIGJHrzxxWfa6BaBVu7yeaeEjcluDhRn1xya0YNf0DTWVI9JTzR91kjHNZuzW53UVT3mXZdQ0QRFIpLm0LHIdc4DZz1AFbfhPU7y4jeKV5JYcHBdSCD+PapdHvzqo+0+QIwcHGP8AOKXWtTtrS+iLs0TOCpypw31PrXNJ3dkaSUYtOJbkUcnjOa53xJq11o0S3lmVEu7b8wyCCOa2hcxSlZI3DowyGB61x\/jy5EsKQxfMQ+Tz7VlFajqStG6ON1rW9S1S+e5urhy7ADCHAA9AK4PWMjUpsk8kHn6V1zbvOIZGXI9K5bxGmNUb3RT+lduG+I8mu243ZUtuSasBeOKr2Q3Ow9q0o7fd1J6V1S3M6fwn37o8\/n\/EfUhnIijI\/IKK7cV5z4Df7R468Qz9QNwH\/fYH9K9Fp0V7phU3DC+lc62P7QnI7Kv8zXQchT0rnEYm7vCe20fpmib1QlsR+CVzb3r\/AN64aofGHLyAdrcmrPggf8S2Zv707H+VVvFXMt37W4FYP+EbR\/iHi15nLMOD5oIPuDWbr08RSQM22OTn5hjB7itW9HB95axL9Vv11exVQzWVvFcuw6gsxXj8MmlTTk9DVtROb0F4598FzJtWI4\/Wrz2ekvdgtEuUG5GYZycZ\/lXFvcS2dxIpkPk9G9fY5qv\/AGzJhm80R7BtUE5z605Utbo1hWsuWR7Va6rALFdgijZFA3YHHH+fzrjPGdysw3LIPMkAI2HG4ZyOvpXFDxXO0XkO\/U\/OU9MjI9+lR3OuPc4jjXzcNlSR9w+2amNOzuOdXm0R1Flq0dlauGdiCeQ5747VBq0M0mlwTz4E00uSOmBg4FZXh\/S5Lq8juZ\/nAIOCc4NegnS4tTt57YwieeOF5reIsVDugyVyO5Xdj3xWM1rZGyu4Ns8yhVhccEgciua8ZweXqcTf34FJ\/Miuqvrm3aSFLOGSBiScNLvB+mRWD45jdG095Dy8DDgejH\/GrofEclXY5zTxmfHqDW3CoGPpWHprf6YgPQ5Feo+CvAOqeKdMvL+yuLaGOzwGWUnLfTArerOMNZMmlFyWh9U\/CVTLf65d5zudR+ZY16Oc15l8LIU+w6lM6gkyoA24g\/d\/+vXfQrGSmxpAd3981rB2jY5Z6yLrfcY+1c0h+e\/b\/ax+SiuhupY4LaSSaRIowOXdgoH4mvKvEvxK8J6Bb3he\/wDt88jtsitPmzxjlugolFt6AnZHd+DU26ODjlpGNc38QvEGhaJ9tOr6xZ2LMihUmlAZvovU\/lXz74k+NXiq7sm07RpU0ay55t+Zmz6uen4YrxvWJ7m9uWmuZpJ55D80kjFmY+5NL2d4qLK57S5ke3XHjfRb2CT+y5JLh0lwrtGVQn2zycVX+HmrRyfEXVbC6beuqWGwbv4ihzj8i1eV6ZKbdIol4VOn1qw2qzaVr+n6zAcyWkqucdwOo\/EZFddOEaa0MakpTep1PxC0C40O\/IKlrOVv3M+OP9xvQ\/zrifIR5MOinNfUYg07xFpSGWKO6s7uMNtYZDKRmvLvF\/wxvdF33+mB7zTM5IxmSD6+q+\/51z1qThrHY7KFWNX3ZbnnUGkxyMqoNrH9fat7TdE2zAOCvcMoyc1astNZlVuQy9637KBgFMgyy9zXC5s9FUQ0228lj0wB29a1LG9e08X+GBGeZdQVCPUFWFEcWFyePameHLdtQ+JGgQIMrayPcN7bVIH6kVMdZo0mlCmzgfG9mnh\/xvq+llSIYbxmhbHKxn5gB7YYVz3jaZL+DTzaZmMYcPtByuSMZH516Z+0Tp4g8brdhcfbLRHz6shKn9MV5TG+w5zx3ru9mua54im7WMZLKaz1mC0mZRIxXleQM9K9h+FHji68PT3uifYYpbO93b7xw2IdqnnA6jOAfrXD2V9c2kqz2rqHHI3xq4P4MDXaaR8Rbq32x6ho1hcKP44YREw\/DGP5VnVo+0Vma06vJsez6F8R\/CPh7Q545Z3v7x5iwt4BjgADJJ4A\/OuQ8QfHLXZg0WkRQ6bH2ZFEj4\/3m\/oK8W1Z2S5aRc\/Lz+FVjKWORzXWqcI7I5Lt6nTa74u1zWJWk1HVbq6J7Sylh+XSubuLiSZsu7N9TUTsTTAeaY7CvyKgMe6Ue3NWSABUJl8pzuicg9GUZFKwx6Ar3qG6O9wpHFTpNHIMxtux7dKryqc9\/eqEe5fA7WjPoLaZK2ZLF9q5P8B5H9R+Fep6nqslraxw2uPPmz8xGdq9zXzb8K9U\/s3xRAjNtivB5D\/U8qfz4\/GvfRbm9vyiMRNDEp2HjcDzkfnVSl7hMYe+U5PD+m38Rlkt\/s9y33pLdsc+u3pXH6nplxpuovaTncUwVcdGU9DXp2n2Sbz5k7RuOqkVleOLGJUs7hn3v80e7vjgj+Zrhq0vc5j08LXl7TkbumcRcjyrXf6CtLwVYXOnWtz4kDbLq7HlW\/GfLiB5b6kjA9hWH4iufJ08op57V614fsrPUvBdmbeVJIns1VfLIOGC8g+hB7VlQhdtnRjZ8sUu55B8XrqTXfDOj61Nt+02l3JaTMBjcrjKnH\/AP1rx+eAod6fd7j0r2bxzplzB4N1awljZXiMV4nvsbDf+Otn8K8iz0PrXYtVqeTLR6FOGQofY1dUgrkcj1qCS2VyDuIGeQO9WEUKAqjAA6CqRJ\/\/Z\" alt=\"Jes\u00fas Almir Costa\" width=\"72\" height=\"72\"><p>Author: <a href=\"https:\/\/www.linkedin.com\/in\/jesusalmircosta\/\" target=\"_blank\" rel=\"noopener\">Jes\u00fas Almir Costa<span class=\"lk i-linkedin\" aria-hidden=\"true\"><\/span><\/a><br>Founder of DigiAcci\u00f3n<\/p><\/div>\n\n\n\n<div class=\"sv2 rel\">\n<span class=\"lb\">Keep reading<\/span>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/landing-page\/\"><b>A landing page that converts<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/slogan\/\"><b>How to create the perfect slogan<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/local-seo\/\"><b>Local SEO and Google Maps<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"sv2\">\n<span class=\"lb\">DigiAcci\u00f3n services<\/span>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-in-andorra\/\"><b>Web design agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/e-commerce-design-agency-andorra\/\"><b>E-commerce agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/seo-organic-positioning-agency-andorra\/\"><b>SEO agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/geo-agency-ai-chat-positioning-andorra\/\"><b>GEO agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/google-ads-sem-agency-in-andorra\/\"><b>Google Ads agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/meta-ads-agency-facebook-ads-in-andorra\/\"><b>Social Ads agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/graphic-design-agency-andorra\/\"><b>Graphic design agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/video-production-editing-agency-andorra\/\"><b>Video production and editing agency in Andorra<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/legal-marketing-agency-lawyers\/\"><b>Digital marketing agency for lawyers<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n\n\n\n<div class=\"sv2 sect\">\n<span class=\"lb\">Web design by sector<\/span>\n<p class=\"sectp\"><span>A page for each sector, with examples and ballpark prices.<\/span><span class=\"hint\" aria-hidden=\"true\">Swipe to see all 14 \u2192<\/span><\/p>\n<div class=\"sv2g\"><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-hotels\/\"><b>Hotel website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-restaurants-hospitality\/\"><b>Web design for restaurants and hospitality<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-real-estate\/\"><b>Real estate website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-consulting-management-firms\/\"><b>Web design for consulting and management firms<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-lawyers-law-firms\/\"><b>Web design for lawyers and law firms<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-architects-interior-designers\/\"><b>Web design for architects and interior designers<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-clinics-healthcare\/\"><b>Web design for clinics and healthcare<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-construction-contractors\/\"><b>Contractor website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-auto-repair-shops\/\"><b>Auto repair website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-veterinary-clinics\/\"><b>Veterinary website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-gyms-fitness\/\"><b>Gym and fitness website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-it-companies\/\"><b>Website design for IT companies<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-fashion-brands\/\"><b>Fashion website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><a href=\"https:\/\/www.digiaccion.com\/en\/web-design-agency-vacation-rentals\/\"><b>Vacation rental website design<\/b><span class=\"ar i-arrow\" aria-hidden=\"true\"><\/span><\/a><\/div>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>50 min read An advertising campaign almost never fails because of the ad, or because of the budget. It fails earlier: when nobody decided what had to change in the business, who the ads were talking to and how anyone would know whether it had worked. It&#8217;s a very common pattern. A budget split across [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":27401277,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_joinchat":[],"footnotes":""},"categories":[255],"tags":[],"class_list":["post-27401276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad"],"_links":{"self":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401276","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/comments?post=27401276"}],"version-history":[{"count":1,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401276\/revisions"}],"predecessor-version":[{"id":27401286,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/posts\/27401276\/revisions\/27401286"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/media\/27401277"}],"wp:attachment":[{"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/media?parent=27401276"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/categories?post=27401276"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.digiaccion.com\/en\/wp-json\/wp\/v2\/tags?post=27401276"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}