There’s no question that 2020 will see a huge shift in the demand and supply of digital advertising spots, the space is only so large after all and with Trump already reportedly spending $700,000 a month on Facebook ads alone, we’re beginning to see a hint of what’s to come. So how are we to compete with Trump and Bloomberg’s billions? Here at SpringHill Digital we have put together our Top 5 Tips on how to get the most out of your digital advertising $’s in an election year:
Focus on what’s hot! We know from the last election that CPC’s will increase considerably from Q3 onwards, so from July consider focusing your efforts on those high-value targets that you know deliver. Stay focused on your warm and hot audience groups by tapping into your retargeting lists and your look-a-like audiences.
Reconsider your ad’s objectives. Stay away from brand awareness campaigns, in an overcrowded space you need to be focusing efforts on those further down the funnel, ad objectives that focus on engagement rather than general brand awareness will prove more effective.
Steer clear of topics that can be linked to the election, this will help increase your chances of getting your ads approved and help to avoid bidding against political campaigns with huge budgets.
Watch your channels like a hawk and be prepared to shift your budgets to less crowded channels. Google and Facebook will serve as a quick and cheap way for candidates to test out their campaign messages before committing to more expensive TV campaigns, so expect lots of ebbs and flows with bidding. Be flexible and be prepared to adjust budgets depending on the channel, just because the cost goes up on one doesn’t mean it will on another. YouTube, typically less saturated by political ads, may now offer a higher ROI.
Finally, make it fun! Political ads will dominate most platforms and many of us will start to suffer election ad fatigue well before the democratic candidate is even picked, so break up the noise of the election by creating ads that lighten the mood, are fun and entertaining. Oh and try to avoid going too heavy on the red and blue color schemes!
For more information on how you can best prepare your campaigns for an election year listen to Naira’s Podcast with Michael Winn of Digital Opps. https://www.springhilldigital.com/podcasts