Which best describes the “lead-in” stage for a bid calendar for a high traffic event?
- Begins 2-4 weeks prior to the day-of. Gradually increase bids as you approach the day-of phase.
- This stage includes the actual event days, such as Prime Day, Black Friday, or Cyber Monday. Bids may peak during this period to maximize visibility and engagement.
- Occurring 2-4 weeks after the Day-of, gradually ease off bids during this phase.
Explanation:
The correct answer is **Begins 2-4 weeks prior to the day-of. Gradually increase bids as you approach the day-of phase.** because the ‘lead-in’ stage for a bid calendar refers to the period before a high-traffic event, typically starting 2-4 weeks prior to the event itself. During this stage, bids are gradually increased as the event approaches, allowing advertisers to build momentum and maximize visibility as the event nears. This strategy helps ensure that the campaign is positioned effectively for peak traffic and engagement during the event. The other options describe different stages, such as the actual event days (day-of phase) or the post-event phase, but the lead-in phase specifically focuses on preparing for the event by adjusting bids in the weeks leading up to it.