In the wake of the recent elections in the U.K. and upcoming US elections in 2020, Google announced that they are making some updates to their political ads policy. The changes reflect Google’s intent to provide the most relevant information, specifically pertaining to elections and candidates. Let’s take a dive into how some of these policy updates will affect the paid ads that we see this election season.
First off, we should mention that these updates are in no way designed to favor any one political party but rather are intended to eliminate what Google calls “deep fakes,” misleading claims about the census, or ads and website destinations that clearly provide false information, potentially causing distrust in the voting process. Essentially, Google wants to ensure they are not providing false and misleading content on their platform which is what they strive to do in their search algorithm.
Political advertisers are still able to utilize the different ad formats: Search, Display, and YouTube. The updates, however, will eliminate targeting based on public voter records and political affiliations. Instead, they will allow targeting by age, gender, and postal code locations. Advertisers will also be able to target contextually which will allow them to target specific issues. Google’s goal here is to better align with other sources of traditional media like TV, radio, and print. They also want ads to target more of the masses so it can generate public dialogue.
Finally, Google wants to be more transparent in the way they provide political ad information. They are going to provide “transparency reports” that will provide the public with information such as who paid for the ad, the content of the ad, how many people saw the ad and so forth. They are also going to include state-level election data in these reports and include all ads in their search results network.
If you or someone you know would like to discuss your political digital ad strategy, please feel free to contact us or call us at 713-309-6380.
Is the campaign scalable? – Do you have the resources (city coverage or # of locations) to capitalize on a mass market campaign? If your buying broadcast radio in Houston, Texas and your business is a single-location, brick and mortar store in Pasadena, Texas… I’d imagine you are casting too large of a net and diminishing any potential for a solid ROI. Scalability gives the advertiser a higher yielding ROI as their business grows and expands.
For example, the call to action could be to “like” your social media page or to go to your website to sign up for a newsletter, etc. The goal here is to create an audience to engage and build credibility with. Of course, it is much easier to lure in prospects when there’s an incredible offer, but not every business is in retail and not every ad campaign needs a “blowout sale.” The bottom line is that all prospects need to have the ability to easily fall into the sales funnel and there needs to be a system in place to collect such data and follow the prospects through the sales cycle. If these measures are not in place, you can kiss your ROI goodbye.
Is there a system in place to track them and collect data on your visitors (such as web analytics) and get them to easily buy or enter their information into a lead funnel? If not, you are probably better off getting the website taken care of first. It takes a lot of effort to get prospects to your site and first impressions count. One bad prospect experience can cost more to your business in the long-run than any short-term gains you’ll get from getting new visitors that are unimpressed. Reputation and referrals count.
No customer is going to do business with you simply because you ran an ad. Many times, local businesses fail in their marketing efforts because of this mindset.