If you’re reading this page, you probably heard about our success with Facebook political advertising from The Guardian, The New York Times, Perry Marshall and Thom Meloche’s “Unseating the Incumbent” webinar, or perhaps their book that features us, The Ultimate Guide to Facebook Advertising. However you got here — thanks for making the trip over. Now, down to brass tacks.
Most of the press we’ve been getting lately from our political Facebook work centers around our strategy that’s now become known as hyper-targeting. We didn’t invent hyper-targeting for political ad campaigns on Facebook (it’s possible, we suppose, although we pay little mind to accolades and prefer to focus on the job at hand). But we’ve created the blueprint for it that’s being rapidly spread and adopted by campaign managers nationwide, and we’re guessing you’re here because you want to know more about it.
In a nutshell, our political hypertargeting strategy employs Facebook’s robust demographic- and interest-targeting capacity to deliver dozens — or hundreds, if your campaign is big enough — of diverse, very specific messages to those dozens or hundreds of very specific voter segments.
While you’re letting that sink in, here are a few benefits of this approach:
- It allows you to deliver messages directly to a sub-audience — and only that sub-audience. Do you have a “niche” issue among your constituency that’s very important to a very small handful of your voters? You can’t afford to spend your limited money or time addressing these issues via print and broadcast, but you can certainly do it on Facebook. Let us target dozens of narrow-issue ads to dozens of narrow sub-audiences. With Facebook, you really can address all the issues.
- Unparalleled reach. Wherever you are — from a major metro area to a rural hamlet of under 1,000 people — the media most commonly and heavily used by your voter base is Facebook. And it’s not even close. No newspaper, radio or TV station anywhere can approach the local penetration that Facebook already has.
- Repetition. For any advertising to be successful, you need repeat exposure to your target, and no medium provides repetition like Facebook. Our target audiences for Facebook political campaigns see our ads approximately 40 times per week.
- It’s difficult for your opponent to see what you’re doing. This is what hyper-targeting is all about. Think about it — if you’re targeting a young-voter Facebook campaign at females age 18-21, is your opponent going to see these ads if he’s a 50-year-old male? No. How about targeting fans of Ron Paul? How about senior citizens who are born-again Christians? Fans of hip-hop music who are under 30? You get the picture: if your opponent and his/her staff isn’t a member of the targeted group, they can’t see the ads. And they’ll never know what hit them.
- It’s cost-effective. Facebook advertising is still a relatively cheap endeavor, and certainly so in comparison to the artificially jacked-up broadcast and print-media costs you’ll be paying around election time. Example: In a mayoral race in a mid-size Midwestern city, we served 8.8 million ad impressions to voting-age city residents — all for about $3,500.
Facebook’s incredible demographic targeting options for advertisers, coupled with its phenomenal worldwide usage volume, make it the best venue for political advertising, bar none. Would you like to leverage our expertise with Facebook political advertising to win your election? We are still accepting clients for 2012 local and national elections.