Super Bowl advertising has always been expensive, but it was also pretty cut-and-dried: produce a memorable commercial and notify the accountants that you’d be spending seven figures for a half-minute of television exposure. (And when we say “memorable”, we mean more Apple and less Go Daddy.)

When it comes to planning a Super Bowl campaign today, your options are more varied—and more economical, too. Instead of getting clobbered by the cost of an in-game network spot, you can run your ads on YouTube at a fraction of the cost, with far more precise targeting and measurement.

But before you launch, be sure to check out our 7 Deadly Sins of Super Bowl Advertising—from buying based on keywords to pulling down Super Bowl commercials from YouTube.

Infographic: The 7 Deadly Sins of Super Bowl Advertising