I'll start a political advertising "tricks" thread in case it helps local action groups / parties / candidates.
1. If the goal is to bring new voters onboard, don't focus on your opposition's figurehead. For Lab/LDem/Green, this means don't run ads with Johnson's mug on it.
1. If the goal is to bring new voters onboard, don't focus on your opposition's figurehead. For Lab/LDem/Green, this means don't run ads with Johnson's mug on it.
https://twitter.com/PranMan/status/1480905812881154050
Why? Because that entrenches division especially on social media, e.g. Facebook. So when Johnson's supporters see your ads (they will, even if you don't target them), there will be comment fights.
And too many arguments on a thread dissuade reluctant voters from switching.
And too many arguments on a thread dissuade reluctant voters from switching.
Instead, use the photo of the local Tory MP. If people who see your ad know the MP, it'll interest them more. If people aren't familiar with their MP's face, it'll irk them that someone who represents them is so unknown. Either way, you'll elicit more interest in the ad.
2. If the ad's goal is to influence, then don't make it link to a website.
Run the ad targeting people who'd be more likely to support it. On Facebook, you can optimise delivery of these ads by targeting "engagement" to an interested audience, e.g NHS workers.
Run the ad targeting people who'd be more likely to support it. On Facebook, you can optimise delivery of these ads by targeting "engagement" to an interested audience, e.g NHS workers.
Once the ad has accumulated enough likes & comments in support, switch the audience to one you'd like to influence, e.g. 20-25 year olds.
If there are any disagreements, comment notifications will mainly go to people who support your idea, thus making the ad far more effective.
If there are any disagreements, comment notifications will mainly go to people who support your idea, thus making the ad far more effective.
In this second phase of delivery, optimising ads for Reach or Impressions is far more effective - as you just want eyeballs. And that way, people will see the same ad multiple times over several days/weeks, and everytime with new comments in support. This is very effective.
3. Do not use 20 alternative 'creatives' to A/B test them. This spreads your limited 'ammo', i.e. ad spend, and confuses the audience.
Instead, validate effectiveness of ad creatives offline and use the one that's most intuitive or attractive.
Instead, validate effectiveness of ad creatives offline and use the one that's most intuitive or attractive.
This 3rd point is quite important and a mistake I've frequently seen other political advertisers make. Political ads are not selling a product, they are selling an idea.
You cannot convince anyone if you're yourself unsure of what might persuade people!
You cannot convince anyone if you're yourself unsure of what might persuade people!
There is also the case of audience fatigue.
As there's a limited number of people you can potentially influence, A/B testing dozens of creatives fatigues a digital audience and entrenches apolitical people even further.
This can also wear out your 'viral' score, which is worse!
As there's a limited number of people you can potentially influence, A/B testing dozens of creatives fatigues a digital audience and entrenches apolitical people even further.
This can also wear out your 'viral' score, which is worse!
I appreciate that so far this thread is very high-level. If anyone has questions, I'm happy to answer.
There are literally dozens of tricks I've acquired over time, and with quite a bit of nuance within each, so I'll keep adding to this.
<to be continued>
There are literally dozens of tricks I've acquired over time, and with quite a bit of nuance within each, so I'll keep adding to this.
<to be continued>
Found a screenshot of ads on GE 2019 election day.
I was running GetVoting ads and one of my goals was to rank above the Tories coz they were advertising quite aggressively.
It's unforgivable that Labour weren't doing this when 20% voters make up their minds on election day.
I was running GetVoting ads and one of my goals was to rank above the Tories coz they were advertising quite aggressively.
It's unforgivable that Labour weren't doing this when 20% voters make up their minds on election day.
Non-party campaigns have a more limited spend, so it's difficult to advertise heavily and comprehensively. This really should be up to digital teams at political parties. And time and again Labour, LDems & Greens have been MIA.
Screenshot via this tweet:
Screenshot via this tweet:
https://twitter.com/ElNuevoOtroMio2/status/1205156766612426752
This leads into my 4th point.
Find where your opposition is advertising and overwhelm them tactically. Use organic/paid, anything.
If limited budget, do a tactical amount anyway, coz it will certainly worry their strategy teams, which is perhaps an even more worthwhile result!
Find where your opposition is advertising and overwhelm them tactically. Use organic/paid, anything.
If limited budget, do a tactical amount anyway, coz it will certainly worry their strategy teams, which is perhaps an even more worthwhile result!
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