From Campaigns and Elections by Sean J. Miller Democratic firms are expanding their self-service digital platforms to meet growing demand from candidates
How Many Ads Should You Create for Your Political Advertising Campaign?
When starting your digital advertising campaign, it is important to consider the goal behind your messaging. Are you trying to gain name recognition among potential voters? Do you want to use your digital advertising strategy to leverage a fundraising push? Prior to starting your digital campaign, we recommend sitting down with your campaign team and establishing your Key Performance Indicators (KPIs) for the campaign.
Depending on your budget, we then recommend creating 3 – 4 different digital political advertising campaigns, each using different ad creative (which includes designs and messaging) throughout your campaign. SpeakEasy Political allows you to set run dates for these ads, so they can run concurrently, or you can stagger them depending on where you are in your campaign.
The perfect time to plan a digital ad campaign is when you’re writing your campaign plan. If that isn’t an option, digital ads can be effective when:
- Trying to increase your name recognition
- Showing support or opposition to a specific issue
- Announcing a big endorsement you’ve received
- Getting out the vote
You could create ‘Bio Ads’ to introduce yourself, ‘Issue Ads’ to underscore an issue that is important to voters and to your platform, ‘Endorsement Ads’ to lend credibility to your campaign and ‘Get Out The Vote Ads’ to drive your voters to the polls either on Election Day or through early voting.
You can experiment with the different templated political creative we have available to see which ones you like best and feel align the most with the ‘look and feel’ of your other campaign materials. You won’t be asked to make a payment until it is time to check out, so you are free to experiment with as many templates as you like.
You can also diversify your political advertising across different channels, such as display ads, Facebook ads and video pre-roll ads. You can synchronize messaging across these channels, or deploy different creatives. The key is to make sure there is enough time and inventory to get all messages in before Election Day (our product allows you to set schedules and budget around available inventory, so you can better plan).
We are often asked what banner sizes are the best to use for a display ad campaign. Using SpeakEasy Political you do not have to use all four banner ad sizes. However, we recommend using all four sizes to ensure you can reach the maximum number of voters and get access to the greatest possible digital ad inventory.
Most campaigns don’t have access to graphic designers, coders and creative directors, SpeakEasy Political makes the process of getting from iteration to execution as easy as possible for your political digital advertising campaign.
The hundreds of pre-built digital advertising templates available on the SpeakEasy Political site draws on the decades of political digital media experience of our founders from Storefront Political Media – allowing progressive candidates and causes to access a broad knowledge base about how to deliver messages that will be heard, believed and acted upon.
Want more information as a first-time candidate for elected office? Download our e-book designed to walk candidates through the process of running – and winning – their first political campaigns below:
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The landscape of digital media is constantly evolving. New tools, strategies and platforms are emerging every day and smart political campaigns are
With almost 70% of US adults using social media, any candidate should be savvy at using these platforms to get their message
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