YouTube Ads

Organizations or campaigns that want to get their quality video content in front of users who are likely to watch.

• A campaign with a small digital budget might use use YouTube ads to show short bumper ads to users in their area to increase name ID.
• A campaign with a mid-sized digital budget might use YouTube ads to feature their candidate to-camera making a donation CTA to find new donors.
• A campaign with a large digital budget might run 15-second persuasive videos to users in non-skippable inventory.

• High potential reach
• Unskippable ad options allow you to ensure that voters who typically tune out political messaging are still exposed to your message.
• Short ad options (6 seconds) can be quite cost-efficient
• Accessible testing tools like Brand Lift are great for campaigns who have high enough budgets

• Limited targeting capabilities for political advertisers
  
• Google Ads’s unintuitive user interface can be difficult to get used to

• Google’s political ad policy covers ads about federal elections, state-level elections, federal or state level political parties, or state-level ballot measure, initiative, or propositions. Google’s political ad policy does not extend to news content or ads for products or services, including promotional political merchandise like t-shirts.
• In order to run political ads, Google requires that advertisers go through a simple verification process by filling out a form on their site, and they use that information to add a “paid for by” disclaimer onto an ad. The verification process takes 3-5 days.
• Additionally, Google restricts the ways that political advertisers can target their ad campaigns. For more, see the targeting section.
• All political ads and ad spending is publicly available in Google’s Transparency Report.

• Acquisition, including both fundraising and list building
• Awareness
• Persuasion
• Mobilization

Typical pricing model: CPM

Bumper ads: $6-12+ CPM

Skippable ads: $12-24+ CPM

Non-Skippable ads: $18-30+ CPM