Digital Advertising Tips for 2023 Political Candidates

Digital Advertising Tips for 2023 Political Candidates

By Marketing / July 26, 2023

Political Advertising Guidelines and Best Practices for 2023

In today's fast-paced world, the significance of effective digital advertising cannot be overstated, especially for political campaigns aiming to connect with their target audience. AffinityX's digital marketing professionals are well-versed in political advertising and dedicated to helping businesses achieve their marketing goals. Read on to review our team's top tips for 2023 political ad campaigns!

Follow Ad Platform Guidelines for Political Advertising

Before diving into the world of digital advertising, political candidates need to familiarize themselves with the state and local guidelines that govern political advertising. These guidelines vary across different regions. We strongly encourage candidates to conduct thorough research and adhere to these guidelines to avoid legal issues. We recommend visiting the FEC's Advertising disclaimers if you are unsure where to start.

Follow Ad Platform Guidelines for Political Advertising

Major ad platforms like Facebook/Instagram (Meta), Snapchat, and Google have their own specific guidelines for political advertising. Understanding and adhering to these guidelines is essential to ensure your ads reach the intended audience and maintain a positive reputation.

Meta, for example, requires a specific ad authorization process to be completed for any advertiser interested in running or promoting ads about social issues, elections, or politics. This process requires an active US passport, driver's license, or State ID card and a US-based residential mailing address. Additionally, advertisers must have administrative access to the advertising page, and their Facebook account must have two-factor security authentication enabled. Additional information on Facebook's ad policies around politics can be found here.

Similarly, Snapchat requires that advertisers complete their political advertiser form. Once approved, all political ads must comply with Snapchat's terms of service, community guidelines, and Advertising Policies.

For candidates interested in running paid search ads or video ads across YouTube, Google has a political and election verification process required before launching a campaign. The application process may take up to 10 business days to complete, so working through the verification processes before your desired campaign launch is best. Additionally, Google has strict policies about what types of content are allowed in ad copy and specific disclosures that must be present. Google's policy documentation can be found here.

Connected TV has recently been stealing some of the political ad thunder as streaming TV has become a primary source of entertainment in U.S. households. From the $9.67 billion spent on political advertisements in 2022, ad tracking company AdImpact forecasted that $1.4 billion would go to CTV. With any programmatic campaigns, guidelines will vary as set by the DSP. However, some of the basics include ensuring you've properly labeled and disclosed the ad's content as political, following state and local guidelines, and making sure that any targeting beyond geographic and demographic follows the guidelines provided by the DSP. 

Whichever channel you choose, our experts at AffinityX can help you through these platform guidelines and ensure you create compliant ad campaigns. Regularly reviewing and updating your ads is also crucial to stay on top of changes in platform policies and ensure continued compliance.

Use Strong, Honest, and Relevant Creative

Creating engaging and impactful digital ads is key to capturing the attention of your target audience. Our team has outlined a few key elements to ensure your creative is a hit with your target audience:

  • Craft Compelling Headlines: Grab your audience's attention with attention-grabbing headlines that highlight the key message of your campaign.
  • Focus on Key Issues: Communicate your stance on the key issues that matter to your constituents. Highlighting your positions and solutions will resonate with your target audience.
  • Tell a Story: Use storytelling techniques to connect with your audience emotionally. Relatable and compelling narratives can make a lasting impact.
  • Utilize Visuals: Incorporate visually-appealing elements such as high-quality images or videos to make your ads visually compelling and memorable.

Digital advertising is a powerful tool for political candidates in the 2023 election, but it has guidelines that must be followed properly. By understanding and following state and local guidelines and platform-specific rules, you can ensure compliance and maximize the impact of your ads.

Additionally, implementing effective strategies like attention-grabbing headlines, focusing on key issues, and targeting the right audience can significantly enhance the success of your campaign. If you need further assistance or guidance, please contact AffinityX. Our team of digital marketing experts can provide the support and expertise you need to navigate the intricate world of digital advertising and help your campaign succeed!

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