9 Tips For More Effective Political Banner Ads
Political campaigns try to reach voters wherever they are. Candidates still use traditional methods, such as door-to-door canvassing, yard signs and mailing. Today, political campaigners increasingly leverage online opportunities to promote their message to voters.
Even local campaigns use digital means for outreach. This includes social media, advertising on search engines, retargeting website visitors, email and text messaging – and even online polling. The modern political campaign lives and dies online.
But competition for users’ attention is greater than ever. Your digital ad campaign needs to stand out to be effective.
Tips to improve banner ad visibility and effectiveness
Faces add interest. Logos are nice, but an image of a face on an online display ad draws immediate attention. Add a picture of the candidate (or opponent) to create visual interest. A strong image combined with a strong message is your best bet.
Match your color schemes. One of your online advertising goals is to brand your campaign to voters. Maintain a consistent color scheme between you website, signs and print materials. A consistent look helps improve the visibility of your political ads.
Use a call to action. Include clear messaging and a direct call to action (CTA). A CTA statement can include “Vote on…” , “Learn More” or “Support Us Now”. Make a proposition or ask a question that encourages people to click your ad and find out more. Tell the user what you want them to do. Stick to one message or CTA per ad. If you have more than one message or request, then create a separate ad for it. You don’t have much room on a banner ad, so make the most of your space.
You can be a little odd. Ads that are nice and clean tend to blend in with a web page. Something should make your political ad stick out. It might be to include bold colors and large lettering. Another trick is to make your ad asymmetrical or use lines that are somewhat tilted. Anything that makes your ad stand out from the rest of the web page content will help it perform better.
Add disclaimers. Your online political advertising (including your campaign website) should include the proper disclaimers. Those disclaimers should follow your local election laws and regulations.
Create multiple sizes. Remarketing or IP marketing campaign ads appear across many websites and types of devices. Having multiple ads sizes will accommodate both the desktop and mobile audience.
Four types of digital political advertising
People who study political advertising understand that there are four major types: persuasion, information, identification and mobilization.
- About the Candidate Ads: These informational ads are used to introduce a candidate or organization to the general public. They often highlight the logo and visual aspect of the campagn.
- Political Issue Ads: These are an effective way to highlight a specific issue and persuade voters. Issue ads that are not targeted can be ineffective and can actually benefit your opponent. Targeting the ads to those who will be most responsive to the message will increase their effectiveness and reduce wasted spending.
- Endorsement Ads: One way for candidates to build trust with voters is through the use of endorsements from trusted organizations and individuals. These ads are targeted at voters that identify with or have similar interests to help establish credibility.
- Get Out The Vote Ads: Voter mobilization and turnout is a primary goal for all campaigns. Get Out The Vote ads are a great way to get your message in front of potential voters and drive them to the polls.
The most common display ad sizes (in pixels) are:
- 300×250
- 336×280
- 728×90
- 320×50
- 160×600
- 300×50
Size also applies to creative files themselves. Optimize your images for the smallest file size possible. Ad networks will not serve ad creative files that are too large or improperly formatted.
Split test your ad creatives. If your digital ad campaign is running long enough, consider A/B split testing your ad creatives. Make several versions of your initial ads and see which performs better. A different background color or adding a button can change the conversion rate of an ad.
Target your audience. Most local political campaigns don’t have a huge budget. Advertising must be targeted to voters who are most likely to respond. Retargeting ad campaigns reach out to those who have already visited your website. Other forms of display advertising, like Pay Per Click and IP Marketing can be targeted to specific geographic locations or even individual households. The more defined you target your audience, the less waste you will have in your advertising spend.
Have the right landing page. Send your visitor to the proper landing page after they click your ad. If you are seeking donations, don’t send visitors to your site’s home page. Send them to your campaign’s donation page. If you can match your landing page to the ad campaign, visitors won’t feel lost after they click. Landing pages that are relevant to the ad also tend to convert better.
Keep the look consistent across channels. The look and feel of your ads should be similar while you are simultaneously running display ads, video and offline marketing. This helps keep your messaging and branding consistent.
Great visuals improve interaction with your digital ads and increase the number of clicks.
Why are you running your ads?
The purpose of your ad campaign will help determine what your ads say and how they are designed. Online political ads tend to fall into several categories:
- General ads to increase visibility and name recognition
- Issue ads, and if you are for it or against it
- Attack ads against an opponent
- Endorsement ads to show what organization or person backs you
- Get out the vote reminders for early voting or general Election Day
Other restrictions in digital display advertising
At some point, you may need banner ads to promote your Facebook Page, for Google Display Ads, IP Targeting or for advertising on other websites. Political banner ads fall under various restrictions an the largest advertising networks.
For example, in the United States, Google has limits election ad audience targeting to the following:
- Age
- Gender
- General location (postal code level)
in the United States. Third party audience information is also banned. This applies to both Google search and display ads.
Both Google and Facebook now require more disclosure on political ads and who purchases them. Users who want to buy political ads be authorized. All political ads have a “paid for by” disclaimer. On Facebook, ads that run are stored in a political ad archive for outside access.
Though they are not clicked on nearly so much, the banner ad is still alive and an active part of digital advertising. To make things easier for our clients, we offer free banner ad templates that are easy to use for those without graphic design skills.
From political campaign websites to social media setup to online advertising services, Online Candidate can help start your digital campaign quickly and easily.
Ads shown as examples, not endorsements.
Online Advertising Ideas For Political Campaigns
Political campaigns today have many options for online advertising to reach and influence voters. Candidates can now reach out based on demographics and tailor their advertisements to particular audiences. With a low cost to entry, even local candidates can put together an effective online political marketing strategy.
- Online ad spending is way, way up over the last few election cycles. How much should you budget for digital advertising? This varies on the size of your campaign and the amount of money you have to work with.
- Online campaigning isn’t just for the big guys anymore. Local campaigns can follow almost any marketing strategy that a state and federal race can do.
- The question is, do you have the budget and resources to do it all? Odds are, you probably don’t. Sure, it would be great to put out daily videos on TikTok and maintain an extensive Pinterest board. But is it really practical for someone running for a school board or town council position to be spending time promoting themselves on those platforms?
You have to pick your online targets carefully to create publicity to the right voter audience.
A smart strategy is to start early with a few platforms and commit a small budget to see what works best. Build a reserve for your online Get Out The Vote advertising. Every campaign has a different set of challenges. Fortunately, it is easy to shift online advertising in response to new events and situations. They key is to have that money available when you need it.
There are a number of political digital marketing strategies for the web. Some are very affordable, others are more expensive. Here are some of the most popular online advertising options available today:
- Facebook Advertising
- Pay Per Click Advertising
- Local Campaign Website Advertising
- Retargeting Site Visitors
- IP Target Marketing
- Text Messaging and SMS
- Positive or Negative Advertising?
- Transparency in Online Advertising
- Your Campaign Website
Political Facebook Advertising
Political advertising on Facebook can be very effective. Facebook allows advertisers to target people based on their demographics. This means you can drive your message directly to voting-age users that match specific locations and have expressed a interest preferences.
You can promote direct advertisements or your individual Facebook posts. The minimum required budget is only a few dollars per ad, so the barrier to entry is low. Instagram is owned by Facebook, so that site is covered as well.
Following the 2016 US presidential election, there has been some controversy about Facebook promotional policies. As of 2018, advertisers pushing viewpoints on political and social issues were required to provide more disclosure about who they are. Political ads were also be labeled so users can discover more about the ads that they see.
By 2020, advertisers were required to be authorized to advertise of Facebook.
Facebook political ad library.
To buy political advertising on Facebook, you must provide personal information and verify your mailing address with Facebook. This process can take a few weeks, so start early. Generally, any ads that mention a political candidate, issue or cause must adhere to these disclosure rules.
Pay Per Click Advertising
Another digital political advertising option includes Pay Per Click (PPC) advertising. Your best bet for Pay Per Click advertising is Google Ads. For branding, larger political campaigns often advertise on more than just the search engines. They will also allow their ads to appear on the Google Display Network which encompasses thousands of websites.
It’s easy to spend money on irrelevant searches, so you will want to primarily target phrases and exact terms. As you discover unrelated searches that attract clicks, you should add them to your list of negative terms.
A well-designed PPC ad campaign requires planning and testing. 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 raised will help you make the most of your advertising dollars.
Display Advertising
Google also provides display ad marketing services. Unlike PPC ads, display ads are not based on user searches. Rather, these ads are graphic (image) ads that appear within the web content where a user is browsing. Your ads can appear where a user is reading news articles, checking email or watching online videos.
Example of political display ad banner
Display ads show on the Google Display Network which is a network of websites, videos, and apps. You can target by location, keyword, age and gender.
Related: What Political Campaigns Need To Know About Google Display Ads
Local Campaign Website Marketing
Banner ads are still relevant, especially when run on local media sites, such as local newspaper websites. Banners can help with branding and messaging efforts. While traditional banner ads often have low click-through rates, they can help build name recognition to a local audience. The cost for banner ads varies with the market and the outlet.
If you plan to run online ads directly through a newpaper, you may want to reserve your ad inventory early.
Retargeting Site Visitors
Retargeting allows you to serve display (banner) ads to people who have visited your campaign website. Once an established tool reserved for national politics, is it now used in local and regional campaigns. Visitor retargeting can help serve ads to voters who are actively researching candidates.
Retargeting can help keep interested voters engaged throughout the campaign, helping to increase awareness and voter turnout.
These are the step for how political retargeting works.
You can even set up retargeting down the page level. One example is if a voter goes to a particular issue page, you can retarget them with an ad specific to that issue. One of the primary benefits of retargeting is that ability to show different messages to different types of visitors. This improves your digital ad relevancy and effectiveness.
You can set up retargeting through Facebook Remarketing and Google Remarketing. However, these programs can be complicated to set up. You may find it easier to set up remarketing campaigns through a third-party platform.
Related: How Does Retargeting Grow Your Political Campaign?
IP Targeting Voters By Location and Demographics
IP Targeting uses individual IP addresses to reach specific voter households. It works by matching IP addresses to a list of names and street addresses. Your ads reach the target households and display your ads on websites they visit across the internet, like news sites. IP targeting is superior to geo-targeting because it allows you to target your advertising to specific households and businesses.
You can tailor your advertising messaging to individual audiences for greater impact and response. Because of this, IP-targeted ads have higher click-through rate than PPC or retargeting campaigns.
Using demographic data, you can tailor and target messaging for a specific audience for greater impact and response.
The price for IP targeting is higher than other promotional methods, but its branding ability is powerful. For example, we’ve had clients who used IP targeting in conjunction with neighborhood canvassing. Some of the homeowners would recognize the candidate because they had seen their ads already while online.
Talk about reinforcing a message!
Learn how IP Targeting can enhance your voter outreach.
Text Messaging and SMS
Text messaging and SMS is not just for candidates with deep pockets. Mobile texting services can be started with a small budget as little as $20/month. Some SMS services offer widgets that can allow supporters to sign up for text updates directly through your campaign website or Facebook page. Start early and build up a supporters who can be instantly alerted to new campaign announcements and messages.
Related: Drive Traffic to Your Website with Text Messages
Positive or Negative Online Advertising?
Negative political advertising is not just limited to TV and direct mail. As far as effectiveness, the jury is still out on whether “going negative” pays off. Unfortunately, most voters have come to expect mud-slinging as part of the usual discourse.
And many times, going negative just works…
Transparency in Online Political Advertising
As noted above, social media platforms and search engines are demanding more transparency from their advertisers. If you plan to advertise on a certain platform, make sure you know what information is required before you run any ads. Give yourself enough time to become properly verified.
If you plan to run display ads on Facebook, Google or through IP Targeting services, they are required to disclaimer information about the campaign. This is usually something along the lines of, “Paid for by”. You will need use a disclaimer if you are a candidate, a political party or even election committee. At some point, the FEC might make disclosures mandatory.
Your Campaign Website
All online advertising must point somewhere. Your campaign website is where you will drive the bulk of your online traffic. Create specific landing pages for your different ad campaigns. For example, if you are advertising about a specific issue, send visitors to a page about that issue. Unless it’s a generic awareness ad, make the landing pages match your ads.
For landing pages, try to make them focused on exactly what you want your visitor to do. If it’s a donation page, there should be little else to distract from that single goal. Every element of the page should focus on getting the visitor to do what you want them to do.
Sample Political Donation Form
It’s important that the content a visitor sees on your site relates to the ad they clicked on. If not, visitors tend to leave quickly. Tracking your advertising channels to learn what advertising is performing best and providing the most engaged visitors, donations and volunteer signups.
Old-timers may remember when online ads were a lot less expensive. At one time, Google search results did not list four ads on top of natural search results – and those ads could have cost as little as fifteen cents. And most followers on Facebook would actually see your posts without you having to ‘boost’ them.
It’s a different world today. If you want online exposure, you will need to pay for it.
Not every organization will want to use (or can afford) to use all types of digital marketing campaigns.
Once you begin promoting yourself or your organization online, you should keep track of how well each political digital marketing channel performs. Run multiple ads at one time to determine which is more effective. This can help improve your messaging and effectiveness as you approach Election Day.
With some planning and a budget, you can increase voter exposure and run circles around your opponents. It’s a two-front battle – online and offline.
RELATED:
Political Social Media Strategies [PDF]
Political Campaign Services
For campaign websites and digital political advertising services, get started today with Online Candidate.
When To Use IP Targeting for Your Political Campaign
IP Targeting has become a secret weapon for political campaigns. While Geo-targeting uses groups of IP addresses to target an area, IP Targeting uses individual IP addresses to reach specific voter households.
That means registered Democrats, Republicans, and independents can all receive tailored messaging that is verified and based on empirical data, not through online cookies or “predictive models”.
When marketing with IP Targeting, an advertiser can take addresses in a voter database and match them to physical address. This allows you to display your digital ads to those targeted locations. Your ads appear on websites that they visit. IP targeting is superior to geo-targeting because it allows you to target your advertising to specific households and locations. It is more efficient than retargeting because it does not require anyone to first visit your site.
The best times to reach voters
As a growing tool for both state and local candidates, IP targeting can help you reach supporters and voters many times throughout the election season. Here are some of the best times to run IP advertising:
Before a primary
Primary elections often have lower turnout. Winners are those who can turn out the vote. Use your banners to remind voters a few weeks before the primary date.
At the start of early voting
Remind supporters when early voting begins, and again before it ends. Reach out to specific voter groups by various demographics, such as income, language or interest. Tailor your advertising messaging to each individual audience for greater impact and response.
Combine with a mail drop
Take your voter mailing database and target those addresses with online ads, so at the time the mailer drops, your message also appears online. This combined exposure will help you stand out and improve the effectiveness of both.
Get Out The Vote
Online get out the vote (GOTV) efforts are a great way to engage with your voters before Election Day. Political IP targeting can help ensure that you are reaching specific households that you know will support you.
Sample 300×200 banner ad. One of ad several sizes to reach desktop and mobile devices.
Ip-backed ads are 50 to 100 times more targeted then television, 6 to 60 times more effective than other online ads, and have an average click-through rate (CTR) 3.2 times higher than industry averages.
Online Candidate offers IP advertising services for political candidates and organizations.
- We’ll help you determine the best target audience and when to reach out to them
- We onboard your voter list and set up your ad campaign
- No setup fees
- Creative ad design included!
Want to learn more? Download our free guide and check out our political IP pricing calculator.
Related: IP Targeting Strategies for Your Political Campaign
Aweber vs Mailchimp for Your Political Campaign
As an Online Candidate service add-on, we offer Email Marketing Service Setup and Integration. We provide this service for two popular vendors – Aweber and MailChimp.
Both services provide a free version with enough free subscribers for most political campaigns. This is why we offer both services for setup.
We used to offer MailChimp setup exclusively, as the service was popular and simple to use. However, over time, MailChimp has become more complicated and has started to bundle additional services into their system. These days, some clients find the system harder to use. (And we have, too.)
Because of this, we decided to make an option of having our email setup and integration include both AWeber and MailChimp. We use AWeber ourselves, and in the last few years the service has added a number of additional features. You can incorporate any email system your want into your Online Candidate website. However, for our Email Setup Service, we only support Aweber and Mailchimp.
Which service should you choose? Both are good, but we thought we would lay out some of the pros and cons of each so you can choose what is best for you.
Aweber vs MailChimp
Pricing
Aweber’s free plan – which includes all the same features as the paid plan – includes up to 500 subscribers. Paid plans start at $19 per month.
MailChimp’s free plan includes up to 2,000 contacts. Some features are not included in the free plan. Paid plans start at $29.99 per month.
Ease of use
These days, MailChimp can be a bit confusing to use. At on point, it used to be easier. MailChimp has moved away from its core competency toward a CRM platform — short for Customer Relationship Management. These days, every time we log in to set up a client’s account, it seems as if everything has changed. It’s not as simple to use as it was. Some feedback from clients have been along the same lines.
Aweber is more straightforward, though it has a bit of a learning curve. There are a few odd things, like naming Autoresponder series ‘Campaigns’. But overall, the interface is clean and easy to use.
Customer support
For Aweber, you can call, email, or live chat with AWeber’s 24/7.
For Mailchimp Free, after 30 days, there is no email or live chat support. Phone support is only available on their premium level.
Dynamic segmentation
Dynamic segmentation allows you split subscribers into groups or lists for better email targeting. Most clients will not need this feature unless they have a large number of subscribers. Dynamic segmentation is included in the AWeber Free and AWeber Pro plan. Mailchimp only offers dynamic segmentation for the MailChimp premium level.
Web push notifications
Web push notifications are short, one-time messages that appear on a user’s desktop — usually in the corner of the screen — when they have a web browser open. Web push notifications instantly deliver direct and time-sensitive messages linking directly to a website, landing page or sign up form. AWeber includes web push notifications in all plans. Mailchimp does not offer web push notifications at all.
A word on email lists…
No legitimate email services allow purchased lists to be imported. Purchased lists are forbidden by terms of service and uploading one can result in your account being terminated.
Be sure your subscribers want to receive emails from you before adding them to a list. Sending emails to people without their permission is a form of spamming. Because subscribers on purchased lists have not explicitly given permission to be emailed by you, emailing to purchased lists is the same as spamming.
Signup through a website are fine. Also, for political campaigns, you can have people sign up for email updates offline. For example, you can have an email signup at a campaign event. Because those people have affirmatively given permission to be emailed, you can add those emails to your email services without a problem.
Email Service Alternatives
Of course, there are other email alternatives that you are free to use. Again, you can incorporate any email system you want into your Online Candidate website. However, for our Email Setup Service, we only support Aweber and Mailchimp.
The choice is yours!
Digital Marketing for Politicians – Strategies and Ideas
If you plan to perform digital online advertising this election season, be prepared for new changes in transparency and disclosure.
Digital advertising is growth industry. According to the Campaign Legal Center, $1.4 billion dollars were spent on digital ads in 2016, up from just $159.8 million in 2012. While political ads on television require a ‘paid for’ disclaimer, this rule does not currently apply to online ads.
Until now, web advertising in the political realm has been pretty much a free-for-all. That is starting to change as influence of online advertising grows. With recent problems, the face of political digital advertising may need a complete overhaul.
Facebook cracks down
Following the 3,000 Russia-linked political ads that appeared during the 2016 U.S. presidential election, Facebook worked to curb ad bots and trolls going forward.
Digital marketing transparency goes local
in the absence of Federal action, states and localities have made moves to increase advertising transparency. Both Seattle and Washington state’s campaign finance laws now require disclosure of those providing political ads and the amount of money paid for them.
What does this mean for local campaigns?
Other legislative requirements may be on the way. On a Federal level, the Honest Ads Act proposes that online advertising be regulated similarly to print, radio and television. This would require more transparency from Facebook, Twitter and Google about who is paying for political advertisements on their platforms.
Whether new laws pass or not, you can count on social media platforms requiring more information from political advertisers in 2018 and beyond.
Online Candidate provides an affordable, powerful way to build online presence. Find out why we are the choice for hundreds of campaign every election cycle.
Google Ads for Political Campaigns
Paid placement is the quickest way to put your local campaign website in the top positions of most major search engine searches — but only for the terms (keywords) that you are willing to “bid” for. The way PPC works is that you pay each time someone searches and then clicks through to your website using a search term that you bid on. For example, if you buy the keyword phrase “TinyTown Mayor,” your ad would display on the results page when somebody searches for “TinyTown Mayor.” If managed properly, pay per click can deliver very cost effective and targeted traffic.
By far, the largest PPC program is Google Ads (Formerly Google Adwords).
Google controls more than half of the web searches on any given day. The Google Ads program displays paid listings that appear above and to the right-hand side of its regular search results. Besides the Google search engine, advertisers also appear on affiliate sites.
Google Ads is simple to set up and the most flexible of the major pay per click services. It has no monthly minimums, and your click-through costs are billed monthly to a credit card.
Running political ads? Your reach may be limited.
In recent years, Google has placed significant restrictions on how politicians and political campaigns can reach users. With restricted targeting for election ads, you can only use following criteria for targeting election ads:
- Geographic location (except radius around a location)
- Age, gender
- Contextual targeting options such as: ad placements, topics, keywords against sites, apps, pages and videos
Political content includes ads for political organizations, political parties, political issue advocacy or fundraising, and individual candidates and politicians.
Verification is required for all political or issue-based ads
Any individual or organization that purchases election advertising on Google or YouTube must provide information to Google confirming that they are a U.S. citizen or lawful permanent resident. Google also requires all political ads to display a ‘paid for’ disclosure. This verification process can take time, so you’ll want to start the process as early as possible.
Google Ad tips for your political campaign
- Limit your targeting as much as you can to the specific areas you want to reach.
- In the Edit Campaign Settings, keep the “show ads on Google and the content network” option unchecked. This will keep your ads only on the search engines.
- Use every term or phrase three times. Once as is, once surrounded by quotations – “John Jones” – and once surrounded by brackets – [John Jones]. Using quotations and brackets will give you the highest click through rates (CTR) and in turn, Google will give you higher placement for those terms.
- Use negative terms to keep away unwanted traffic. If you are running for Mayor of Tiny town, you might not want to pay for searches for “Tinytown school elections” if you are not running for school board. Consider putting the word “school” as a negative term in your ad group.
- For accurate ad comparisons between multiple ads, go to the Edit Campaign Settings and turn off “Automatically optimize ad serving for my ads”.
- The popularity of your ad will give you an advantage in ranking. Your ad can even rise above someone paying more for a specific keyword. Conversely, if your ad isn’t very successful, it may drop in the rankings, even though your cost per click remains the same.
- When you begin, set your maximum bid to minimum required, and set your daily budget to whatever Google recommends (assuming you can afford it, of course.). Note that if you set the daily budget limit lower than Google recommends, your ads may not be displayed on all searches.
- When you set a bid amount, Google will show you the expected average position of your ads. Your ad ranking (position) will vary depending on the click-through rate, but you will want to bid high enough to keep your ads within the top positions.
Finally, be sure to use negative keywords to keep your ad from showing for irrelevant searches.
Although there are restrictions, consider using Google Ads as a component to your political advertising mix.
For more political online strategies, check out Running for Office as an Online Candidate. The book that is packed with tips and strategies to develop and promote your political campaign website. Download a free sample [PDF].
