February 8th, 2007 by Penny Hagerman
Last Sunday millions of Americans watched as the Indianapolis Colts and Chicago Bears battled it out for the NFL championship. But the highlight for many wasnt actually the game–it was, instead, the notorious game-stopping commercials that kept us all riveted, eyes peeled on our TV sets. 
The lengths to which advertisers will go to in order to get their products before the public eye during this highly-viewed sporting event just amaze me. And the cost associated with that advertising: Millions of dollars for one 30-second spot? Yikes! Those dollar signs followed by all those zeros are enough to make anyone hyperventilate.
But just as marketers for those big-name companies must watch their TV advertising budgets, so must those of us in online marketing watch ours.
Whats the best way to do this? Well, some strategies include:
- Setting specific start and end dates for our ads
- Using geo-targeting to reach the right audience at the lowest possible cost
- Setting manageable daily, weekly or monthly campaign expenditure levels
- Strategically positioning ourselves in search engine results using positioning and bidding tools
- Tracking results and cost per conversion using script tracking tools
I heartily recommend you make use of these budget-busters this year. Whether youre an affiliate or the owner of a large corporation, these kinds of tools can help you keep profits up and expenses down when it comes to online advertising–and next year youll be watching the game knowing theyre spending millions and youre not! 
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