Launching an effective ad campaign can seem daunting, but with some tips and the right plan, you can achieve great results. We’ll give you important tips and best practices to ensure your campaigns not only reach but resonate with your audience.

Planning Your Digital Ad Budget

Don't draw your digital budget from leftover money! Often, campaigns treat digital as a "what's left" budget line—but for digital advertising to be effective, you want to aim for 6-12 impressions per voter per week. That means you’ll need enough funds to reach every voter the desired number of times throughout your campaign. If you don't set out a sufficient budget for your audience size, you risk losing effectiveness due to insufficient reach. Try our 💥Budget Estimator Tool💥 (view on desktop) can help you plan your budget based on audience size and campaign length.

Build Your Audience Strategically

When you think about building your audience, consider:

1. Voter geography. Narrow your audience to only those who can cast ballots in your election.
2. Voting history. Are members of your audience registered voters? Do they have a history of voting behavior? Our ads platform also has this information built for easy targeting. 
3. Voter preferences. Are you targeting strong progressives to increase turnout? Or persuading voters likely to agree with you? Use voting history or third-party data to predict voters’ behavior.

Plug in your target demographics with our Custom Audience builder, and you'll be serving ads to the right people in no time!

Turn It Blue Ads also makes it easy for you with our expert-curated One-Click Audiences. Are you focused on getting out the vote? Use our General Election Turnout Universe to get in front of your voters!

Key takeaway: Don't get too granular. Cast a wide net and reach voters in your area who have voting behaviors consistent with your strategy to reach your win number.

Don't Be Afraid to Run Multiple Campaigns

You may need to achieve a few different goals with your digital approach—that isn't uncommon.

You might consider running ads asking your base voters to volunteer while reminding infrequent progressive voters to head to the polls. Alternatively, you could run ads to increase name ID, followed by ads highlighting your key values. The great news is that you can execute all these strategies simultaneously! Here are three ways you can break up your campaign plan to achieve multiple goals:

1. Target based on voting history behavior. Your message should be different when talking to people who consistently vote than when you talk to people who are irregular voters. 
2. Divide based on target issue preferences. If you need to persuade voters to reach your win number, split your audience into two or three main groups based on likely issue propensities. This way, you can send a message that matters to them.
3. Divide based on timeline. Your goal may be to do all of these things at once—and that's okay! Try breaking your ads down based on the election timeline.

By embracing these strategies, you can harness the full potential of digital advertising and drive meaningful engagement to achieve your campaign goals. Turn It Blue Digital is here to support you throughout your journey, providing expert guidance and tools to ensure your campaign's success every step of the way.