We know that in the ever-changing world of digital advertising, it can be difficult for candidates and campaign managers to keep up with the latest terminology, jargon, and even digital best-practices. To get you started on your digital strategy for your multi-channel political campaign, we’ve broken down 8 terms you need to know here:
Impression: When your political campaign ad is shown to your target voter audience, that is known as an impression. Total impressions are the number of times your banner ads or pre-roll video ads have been shown to voters on our list of high-quality, brand-safe sites.
CTR: Stands for click-through rate. This is calculated by taking the number of times your ad was clicked divided by the number of times it was seen. For example, if your banner ad was clicked on 80 times and it was seen 100,000 times, the CTR would be 0.08%.
The CTR will be a metric on the campaign performance reports you receive from SpeakEasy Political once your political campaign digital advertising is live. Ads with strong creative messaging and a clear Call to Action (CTA) often see higher CTRs.
VTR: Is the commonly used abbreviation for View-Through Rate. This is the number of times a pre-roll video ad was watched (or completed) in comparison to how many times pre-roll video ad was displayed.
CPM: Cost per thousand impressions. Our costs for banner ads are priced at a $10 CPM, meaning you pay $10 per thousand impressions.
Frequency: Average number of times someone in your target voter audience sees your ad. Frequency depends on your universe size and budget. For example, if you are spending $3,000 to target 10,000 people using Facebook ads, your average frequency on our platform would be about 15. But if you increase your budget by $2,000, the frequency increases to 25.
Reach: The number (or percentage) of people in your voter target universe that have seen your ads. Reach and frequency can be easily confused, but reach is the number of people who have seen the ad, and frequency is the amount of times, on average, that the person has viewed the ad.
Conversions: Number of users who completed a previously defined action, such as signing up for a campaign newsletter. Digital ads are an impactful, and cost-efficient, way to drive voters to your website to complete a pre-defined conversion action.
Ad Templates: Professionally designed ads that you can customize with different messages, fonts, images, colors and more. SpeakEasy Political has a suite of over 100 digital advertising templates that will align with your multi-channel political campaign strategy. Whether you’re looking to get out the vote (GOTV), speak to key issues such as education or healthcare or drive your fundraising efforts, there is a self-serve template available for your message.
Want more information on running effective digital advertisements – you can download our ebook on digital media here.