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Chapter 6. Fixed Placement > The Challenges of Fixed Placement

The Challenges of Fixed Placement

The challenges with Fixed Placement advertising tend to prevent small businesses from investing in this program. Contract minimums can be cost-prohibitive. Furthermore, campaign management is confusing or downright frustrating to entrepreneurs who need to modify their campaigns quickly but don't have the time or technology to do so. Review the following challenges to see how well equipped your company is to address these issues before initiating a Fixed Placement program.

Contract Length and Cost Minimum

To get price breaks on Fixed Placement ads, you'll need to commit to long-term contracts. This is risky. What if your campaign bombs within a few weeks and you've signed up for a one-year campaign? A cancellation clause allows you to pull the parachute cord and jump out of your ad agreement with written notification, but search engines began eliminating these a few years ago (still ask for it anyway). As part of a “test before you invest” strategy, run a 30-day campaign and then draft a long-term agreement based on the results. This isn't a guarantee of long-term performance, but it'll give you an idea of what to expect.


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