Advertising in the digital world is a lot more complex than traditional forms of media (print, TV, radio, outdoor). You have to be smart about where you are placing your ad dollars. A great marketing strategy and plan will be supplemented with targeted digital advertising that is measurable and trackable. After all, the best thing about digital advertising is that you can track everything. Sometimes the numbers will look good and sometimes you may not get the returns you expected, but that is an opportunity for optimization. Make sure you are constantly evaluating and analyzing for efficiency and performance.