In this example, the Find Love creative earns three purchasers for every one that Cheap Service earns. Responsible media agencies will ensure that the campaigns respond appropriately to these ongoing analyses. This requires some foresight. Frequently, cash penalties and other terms will apply to these media retreats. Even if the agency wishes to switch the creative or change the balance of media weight assigned to individual pieces of creative, this needs to be spelled out beforehand in the contract.
Sites generally have a policy of forbidding frequent changes unless otherwise negotiated.
Typical boilerplate contracts allow for one or two creative switches in the course of a monthlong campaign. Only a minority of agencies currently apply this level of scrutiny to their clients' media buys. Some ignore the potential benefits, but most either don't have the staffing resources necessary, or they have difficulty getting the online advertising clients to pay for the additional staffing levels. An important thing to remember is that if a client cannot provide at least Tier II data, then it's generally not worth conducting the optimization process. Obviously, the figures in our examples have been simplified.