If you’re reading this page, you probably heard about our success with Facebook political advertising from The Guardian, The New York Times, Perry Marshall and Thom Meloche’s “Unseating the Incumbent” webinar, or perhaps their book that features us, The Ultimate Guide to Facebook Advertising. However you got here — thanks for making the trip over. Now, down to brass tacks.
Most of the press we’ve been getting lately from our political Facebook work centers around our strategy that’s now become known as hyper-targeting. We didn’t invent hyper-targeting for political ad campaigns on Facebook (it’s possible, we suppose, although we pay little mind to accolades and prefer to focus on the job at hand). But we’ve created the blueprint for it that’s being rapidly spread and adopted by campaign managers nationwide, and we’re guessing you’re here because you want to know more about it.
And only those niche audiences. Do you have a niche issues among your constituency that are very important to a very small handful of your voters? You can’t afford to spend your limited money or time addressing these issues via print and broadcast, but you can certainly do it on Facebook.
From a major metro area to a rural hamlet of under 1,000 people, the media most commonly and heavily used by your voter base is Facebook. And it’s not even close. No newspaper, radio or TV station anywhere can approach the local penetration that Facebook already has.
For any advertising to be successful, you need repeat exposure to your target, and no medium provides repetition like Facebook. Our target audiences for Facebook political campaigns see our ads approximately 40 times per week.
It’s cost-effective. Facebook advertising is still a relatively cheap endeavor, and certainly so in comparison to the artificially jacked-up broadcast and print-media costs you’ll be paying around election time.
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