If you are using Google Adwords or other text advertising networks to promote your campaign, you are likely buying text ads on keywords related to your candidate’s name, your opponents’ names and on issues relevant to your race. Those are the most obvious terms, and they work well. But here are some long-tail keyword suggestions that you may not have considered for your pay-per-click campaign…
Types of people: Have a campaign issue that is specific to particular voter demographic? Create an ad specific to them. For example, if the issue is about a local hospital closing down, create an ad about your candidate’s position on the closing and bid on local keywords variants related to local hospitals and health clinics. Have the ad link directly to the issue or position page on your website.
Local businesses and organizations: Targeting a particular type of voter – perhaps one that would frequent a particular business or belongs to a certain organization? Try bidding on that name with an ad targeted toward that demographic.
Geographic areas: Go broad and target any searches related to your area. This can get expensive, of course, but it’s a way to put yourself before a larger audience. These broad terms might be best held off until the end of the campaign cycle as part of an overall ad blitz.
News stories: Bid on phrases related to topical stories and link the ads to your relevant issue or press release pages.
Endorsements: Bid on the names of any organizations that have endorsed you. Link to your endorsement page, press release or issue page that relates to that organization.
Targeting PPC ads with such refined niches takes a lot of planning and a lot of testing to deliver highly targeted messaging. Ads will need to be broken into groups, and then broken down further as new niches are discovered. Some ads will have low click-through rates and others will perform well. Tracking how well each ad performed in clicks, e-mail sign-ups and donations will help you make the most of your advertising dollars.
Remember that landing pages are critical to any ad campaign. Your landing page should match your ad’s theme. If you run ads, you may want to tweak your pages to make them ‘fit’ your ads better. It’s important that the content a visitor sees relates to the ad they clicked on. The better the landing page, the more likely that a visitor will sign up for your email list, volunteer or make a campaign contribution!
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Tags: campaign advertising, campaign tips, pay-per-click