A simple guide to create
Your
Facebook AD
powered by
T
PAR
1
The Campaign Blueprint
How to start
Running FB ads in the run-up to election is one of the most basic of campaign
tactics but one that many campaigns still get horribly wrong. Here we are going
to go over the how-to of getting your first FB campaign up and running.
First though, let’s take a look at why you might do this. The main reason for
running an ad campaign is to get your message out there to your voters. For
this, FB is still the best way of reaching people because it has the greatest
reach among voters and it can be targeted very specifically by geography
and voter demographics. The other reason we would always recommend FB
as a starting point for social media ads is that it is really easy to use and, once
you are set up you can push out ads very quickly in response to changing
campaign issues.
What will you need
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Firstly, you will need a FB account and, ideally, a FB page and website for your campaign.
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You will need a budget and a credit card. It is best to set yourself a monthly budget and do not go over this.
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You will need some image resources, whether that is your campaign photo, a profile picture or some other images that you use. There are image size recommendations for FB ads, usually 1200X628 pixels, ie, a landscape type image.
Voter targeting
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Targeting voters for election races is best done through geography first. You can manage an ad so it only sends in the areas that you want it delivered, which can be your entire electoral district or part thereof.
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You can filter the people it is sent to by demographics such as age, gender and so on.
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Best of all, you can filter your audience by Interests, so you can send to people with a declared interest in, for example, conservative politics, or environmental issues and so on.
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Taken all together, this type of targeting can get your message to the people who might vote for you and avoid those that won’t.
The Campaign Blueprint
Building our ad, step-by-step
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With your Facebook page set-up you can go to Ads Manager and click t
he green Create Ad button top right hand corner.
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The first thing FB will ask you is what type of campaign you want to run and it will give you the choice of all its various options. We would recommend one of two options for your initial campaigns at least, either Promote your Page or Send People to a Destination Either on or
off Facebook.
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If you have a website you will probably want them to visit that or you might be happier with them being pushed to your FB page and liking it. Either way, you will want them to become aware of your campaign message and, ideally, be part of your broadcasting network subsequently, by liking your page or signing up for updates for example.
Now FB will ask you to define your audience. You can first target based on geography, from country, state, city, postcode, address or congressional district.
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You can choose age, gender and language if you think this is relevant.
You can also choose targets based on demographic elements and interests, for example, you can narrow your focus to specific job titles, employers, interests and so on. You can add in multiple demographics into one ad campaign until you are happy you have matched the profile of your voters accurately.
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The Campaign Blueprint
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You will want to set your budget on this page also.
We recommend setting it to Lifetime Budget rather than Daily Budget. This will allow you to send your ad at specific times of the day and you will also be able to set an end date so you don’t go over budget.
You will now be brought to the section where you insert the image and ad text. You will want to have a clear idea of the message you are trying to deliver and have distilled this down to a headline (3 words) and two short sentences explaining this. You can also have a Call-to-action button or text here in order to get potential voters to take an action to support you.
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The Campaign Blueprint
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Click the Place Order button at the bottom and you should get your ad approved within a couple of hours.
If you would like to learn more about FB ads for campaigns why not get in touch
with us and book a demo where we can talk you through the finer points.
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