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Each campaign must know what it has to sell, establish clear goals, and develop a search strategy out of which keywords and search advertising flows. Anatomy of a text search ad Search text ads consist of a title containing your keyword, a brief description, and a Web address link to your landing page. Descriptions should include a pre-qualifying statement and a specific call to action. Google limits text ad titles to no more than 25 characters while Yahoo! has a 40-character limit. Google limits text ad descriptions to two lines/35 characters each.

Demand rigorous reporting and analytics, including campaign delivery, interaction times and a detailed analysis of who is looking at ads. Evaluate whether display ads helped drive search activity. Most importantly don’t be afraid to learn. Candidates haven’t been exposed to all that’s possible and should meet with publishers they respect and give them a task to work on. Start with small tests, learn and grow, and you’ll be way ahead in political advertising. This conversation was conducted by phone interview with Tony Winders.

The power of rich media, video and the opportunity to interact with the online audience makes online advertising, particularly online display ads, a powerful tool to help achieve the reach and frequency needed to persuade voters. Campaign Goals Building Contact Lists of Supporters Political campaigns need to accomplish several goals: build awareness, persuade voters, build supporter lists, fundraise, manage field operations, conduct rapid response, and run get-out-the-vote activities. Political marketers, long the experts of telemarketing and direct mail, have begun to harness the power of email marketing just as aggressively by database matching, rental of email lists and co-registration through a BEST PRACTICES FOR POLITICAL ADVERTISING ONLINE | Page 25 INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET variety of sites.

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Best Practices for Political Advertising Online


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