Facebook & Instagram Ads

Paid Social Media

Facebook/ Instagram/ Messenger*/ Whatsapp* combined ad platform allows advertisers to reach + engage users across the leading social networking platforms directly in their feeds and on their phone. Facebook + Instagram ad campaigns can be designed to drive towards a number of objectives including reach, frequency, brand awareness, engagement, traffic, conversions, leads and more.

**Currently, political ads can’t run on the WhatsApp, Messenger and Audience Network placements.

Users

~214 million

Meant For

Communications & Digital Staff, Ad Agencies

Resources

Who Is It For

We recommend that all organizations running paid digital programs should have a basic understanding of Facebook and Instagram advertising opportunities because of the platform’s reach, targeting capabilities, available campaign objectives and creative units.

Common Use Case

List-building and fundraising efforts, name ID and other awareness objectives, persuasion and accountability, GOTV, online voter registration and other conversion objectives.

Strengths

  • Highest potential reach
  • Powerful targeting capabilities
  • Combined ad platform for Facebook/Instagram means more inventory, reach and efficiency
  • Auto-optimized campaign delivery for different objectives
  • Ability to build effective campaigns on any budget
  • Measure real-time performance based on engagement, organic reach and conversions

Drawbacks

  • Ambiguous campaign algorithms drive reach and creative delivery may interfere with campaign objectives
  • Constantly evolving policies on political advertisements that impact both planning and execution
  • Geo-targeting for state legislative districts are not pre-built options and must be made using zip codes or custom list uploads
  • Facebook’s environment is extremely busy, prone to endless scrolling and is overloaded with advertising which makes it harder to break through and make an impact, particularly with issue or candidate messaging.

US Political Ad Policies

Political authorization on Facebook happens at the individual and organization level. All pages running ads related to politics or issues of national importance must be verified by a Facebook authorized admin and claimed by a Confirmed Page Owner, a business or organization that has completed Facebook’s verification process. Once a page is verified, only Facebook authorized advertisers will have permissions to execute ads from a page and all ads must have an appropriate disclaimer associated with it.

Individual authorization requires submitting an official form of identification to facebook. This process can take up to 2 weeks or longer to complete, so we recommend getting certified ASAP to prevent campaign delays. Full instructions can be found here. Note: Currently, political ads can’t run on the WhatsApp, Messenger and Audience Network placements.

CPM by Creative Type

  • Static: $9.58
  • Gif: $15.73
  • Video: $27.67
  • Carousel: $24.5
  • News Promotion: $13.55

Avg CPM by Objective

CTR (All): 0.99%
Any click on ad unit, including likes, shares, and link clicks.

Link CTR: 0.44%
Only link clicks that take the user to the URL provided

*Based on internal data

Poltical Industry Benchmark

CTR (All): 0.99%
Any click on ad unit, including likes, shares, and link clicks.

Link CTR: 0.44%
Only link clicks that take the user to the URL provided

*Based on internal data

Notable Targeting Capablities

1:1 List Match

Target based on demographics, location, interests, and behaviors.

Custom or Interest Lookalike Universes

Geo-targeting (Country, State, DMA, Congressional District, Zip, Manual)

Retargeting (Post Engagers, Site Visitors)

Hot Takes

Despite all the chaos and questionable decisions coming from Facebook since 2016, the platform’s accessibility and low cost of use have kept it at the top of the list of indispensable tools for campaigns. For better or worse, that doesn’t seem like it will change anytime soon.

– Sarah Cox, ACRONYM

Facebook is the most powerful tool political digital advertisers have. That’s what makes it so dangerous. Not only is it the most far-reaching social platform that digital advertisers have access too, but it also has incredibly powerful targeting and inventory options. There is also the inherent value of the real time qualitative insights you get via engagements. The problem is that because the platform is so powerful, it’s become way too easy to over invest in the platform. If you think about Facebook’s ever-evolving algorithms that are designed to give their users a high quality experience matched with changing online behaviors, it is safe to say that it’s only going to be harder and more expensive to get into the feeds of the voters who matter the most to campaigns. Our biggest challenge as digital strategists is figuring out how to successfully expand our reach beyond Facebook with often limited time and resources.

– Emmy Barcelo, ACRONYM

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By providing your cell phone number you consent to receive periodic updates from Arena, including automated text messages and phone calls. Txt HELP for help, STOP to end. Msg & Data rates may apply. Privacy Policy.