Five avoidable mistakes of political adsEverywhere you turn right now, you run into ads put out by politicians and their political parties, with all of them telling you that they are the right person to vote for. It used to be that you could simply turn off the TV to avoid such ads, but the internet is now a place where political ads run wild. It may be off-putting to some, but the internet is an excellent place to reach the masses, and can be an effective part of any campaign, assuming of course that the ads are placed properly. Mistakes are often made when placing political ads online, so let’s look at a few of the most common slip-ups.
Blowing the BudgetHave you ever run into a salesman who just can’t stop hyping up the product even after you have decided that you are going to take a different one? This is something that can often happen with political ads, as they are sometimes placed in websites or in front of groups where the clear majority have already decided to go with someone else. This is a colossal waste of the budget, as money should only be spent on people and places where the outcome is still in the balance.
Improper or Inappropriate PlacementA politician running on a platform that calls for changes to gun laws would probably not do well placing ads on sites that sell guns and offer discussion forums for gun enthusiasts. Similarly, a pro-life politician would probably not do well on planned parenthood or pro-choice sites. The websites chosen for ads should be those that support the message or are neutral on the issue.
No Geo-TargetingDuring an election, there are countless propositions that need to be voted on, many which are of local importance. Ads that try to sway voters to vote either Yes or No on those propositions are only effective if they are targeted at the people the vote affects. Running an ad for marijuana legalization in one state, but showing it in all 50 is another big waste of resources. An ad server with geotargeting capability can make it very easy to display the ad campaigns to the suitable state, province, city or postal/zip code.
No Regard for Voter's LocationThere are certain states that have essentially voted for the same party for many, many years. While politicians from the opposing party should not abandon campaigning in those states completely, they should be aware that their political ads will be better off in swing states where winning could dramatically change the course of the entire election.
Landing Page Not OptimizedMany of the political ads that will be placed online will focus on a specific issue that is part of their overall campaign. When an ad is done in that way, clicking on it should take the potential voter to a page that contains more information about the said issue, and what the politician plans to do about it should they take office. A common mistake that is regularly made is that the link will simply lead to the generic homepage of said politician. That is not a quick way to sway voters who may be on the fence.
Posted in Ad Strategies AdServer for Advertiser November 10, 2016
- Benefits of online ad serving for political ads
"While some websites choose to steer clear of political content, there are plenty more who are willing to accept them on their pages. This may explain why so many people campaigning for office are now turning to the internet, more specifically, adservers, to get their message out to the voting public. " More
- Issues with political advertising
"Many website publishers serve advertising on their pages with creatives that are related to their chosen industry or subject. However, there are often available ad inventory for other types of ads. " More
- Political ad serving in a divisive world
"It is often said that you should avoid discussing politics or religion, simply because both subjects are issues that tend to be very divisive. With that in mind, some publishers are a little iffy about running election ads on their websites, as the last thing anyone wants to do is alienate a large segment of their audience. " More
- Basic ad serving metrics: impressions, clicks and click-thru rate
- Serving ads during the re-opening phase
- Challenges for business with ad serving during the pandemic
- Advantages of a self-service ad serving program for publishers
- Advantages of online ad serving during the pandemic
- Tips to manage multiple ads effectively in your ad server