marty's Comments

This is very good advice but I'd caution anyone thinking of an online media buy to determine whether or not they are intending to build a brand,  because a brand cannot be built online, and especially not through clicks and banners. If your business is purely transactional and does not require the consumer to feel a thing about your company other than the purely rational sales proposition, then this route is great. But as the  "green category" becomes more and more crowded and companies and products are less differentiated, it is more important to differentiate through brand.