Many political and advocacy advertising campaigns follow a cycle timed around either an election or a legislative session. The goals listed below explain the common strategic objectives that align with typical campaign phases.
The beauty of digital advertising is that as soon as your campaign is active and spending money, you will start to get performance data back. These are the reporting metrics you will commonly find on each paid media platform. The data points you’ll have access to will vary depending on the platform and campaign objective you’ve chosen, but the metrics listed below are a good starting point to understand what’s typically available or commonly calculated.
Represented as a dollar amount unless otherwise noted
Represented as percentages
These are the methods and systems you can use to define the audience you wish to reach on each platform. Targeting methods vary by platform and it’s important to learn how to best craft your audience on each.
Inventory refers to the types of digital ad units you can purchase from each platform and the various systems involved in facilitating the exchange between advertisers, platforms, and publishers.
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