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Best Practices for Political Advertising Online

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Best Practices for Political Advertising Online The Graduate School of Political Management INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET The Institute for Politics, Democracy & the Internet thanks its sponsors, without whose support this publication would not have been possible. AND THE ORGANIZATIONS THAT PARTICIPATED IN THE RESEARCH BEST PRACTICES FOR POLITICAL ONLINE ADVERTISING INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET BEST PRACTICES FOR POLITICAL ONLINE ADVERTISING INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET Acknowledgements “Best Practices for Political Advertising Online” is a white paper produced by the cam- paigning and electioneering program at George Washington University’s Institute for Politics, Democracy & the Internet. Julie Barko Germany, director of IPDI, is the principal editor of this publication. Tony Winders (ValueClick Media) assisted with the development and production of this publica- tion. We thank all of our authors. Michael A. Bassik (MSHC Partners), Eric Frenchman (Con- nell Donatelli Inc.) Jay Friedman (Goodway 2.0), Josh Gray (ValueClick Media), Karen Jagoda (E-Voter Institute), Rena Shapiro (Google), and Tony Winders (Value Click Media) wrote, re- searched and created the chapters in this publication. Jane Day, (Ron Day Productions) as- sisted in preparing Chapter 3. G. Scott Piotroski (General Manager, ValueClick Media’s lead generation unit), helped contribute to the drafting of Chapter 6. Mindy Finn (Mitt Romney for President), Richard Kosinski (Yahoo!), Phil Noble (PoliticsOnline), Rob Shepardson (SS+K) and Evan Tracey (Campaign Media Analysis Group) participated in interviews for this publi- cation. Additional thanks to Chuck DeFeo (Townhall.com), Becki Donatelli (Campaign Solu- tions), Ryan J. Waite (Connell Donatelli Inc.) and Ben Weisberg (Google) for their ideas and support. We especially thank the organizations who underwrote the costs associated with this pub- lication: ValueClick Media and Google. This project would not have been possible without the advice and assistance of many indi- viduals at The George Washington University, including F. Christopher Arterton (Dean, Grad- uate School of Political Management), Justin Beckley (Research Assistant, IPDI), Chris Brooks (Financial Manager, IPDI), Charles Ellison (Fellow, IPDI), Alex Kellner (Research Assistant, IPDI), Sam Levenback (Conference Manager, IPDI), Max McGowen (Intern, IPDI) and Chris Wimbush (Research Assistant, IPDI). IPDI’s mission is to promote the use of the Internet and new communication technologies in politics to enhance republican values, encourage citizen participation and improve gover- nance, at home and abroad; in short, to “democratize democracy.” IPDI conducts research that anticipates and interprets trends, publishes studies and guidelines that show candidates, public officials and activists how to make the best use of the new communication tools and holds seminars and conferences that advocate the best practices, teach new skills and allow for the national and international exchange of ideas on the politically leveling uses of the Internet and other new technologies. IPDI is located at The George Washington University’s Graduate School of Political Man- agement. F. Christopher Arterton is the dean of the school. For more information about the Graduate School of Political Management, visit www.gwu.edu/~gspm. For more information about the Institute for Politics, Democracy & the Internet, visit www.ipdi.org. © GW’s Institute for Politics, Democracy & the Internet. The editor is Julie Barko Germany. The date of publication is March 4, 2008. BEST PRACTICES FOR POLITICAL ONLINE ADVERTISING INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET BEST PRACTICES FOR POLITICAL ONLINE ADVERTISING INSTITUTEINSTITUTE FORFOR POLITICS,POLITICS, DEMOCRACYDEMOCRACY && THETHE INTERNETINTERNET Table of Contents EXecUtive SUMMarY ..................................................................................................................... 1 IntrodUction ............................................................................................................................... 5 Julie BarKO Germany (GW’S Institute for Politics, Democracy & the Internet) Section I - Meeting Political Objectives in a New Media Environment CHapter 1 - KEY EMerging Trends in Political and AdvocacY COMMUnications ............. 9 Michael A. BassiK (MSHC Partners) CHapter 2 - Voters Online – WHO Are THEY, and WHat DO THEY Look Like? ...................... 13 Karen A.B. Jagoda (E-Voter Institute) Political Corner: Mindy Finn CHapter 3 - ReacHing Voters Online Karen A.B. Jagoda (E-Voter Institute) and Tony Winders (ValueClicK Media) ...................................25 Political Corner: Rob Shepardson Section II – Developing an Online Marketing Strategy CHapter 4 - SearcH Engine Marketing (SEM) ....................................................................... 33 Eric Frenchman (Connell Donatelli Inc.) Political Corner: Richard KosinsKI CHapter 5 - Online DisplaY Advertising .............................................................................. 39 Jay Friedman (Goodway 2.0), Rena Shapiro (Google), Tony Winders (ValueclicK Media) Political Corner: Phil Noble CHapter 6 – Online Lead Generation/SUpporter RecrUitMent ........................................ 49 Josh Gray (ValueClicK Inc.) Political Corner: Evan Tracey GlossarY of TerMS .................................................................................................................... 55 ENDNOTES ..................................................................................................................................... 59 AUTHors ....................................................................................................................................... 59 BEST PRACTICES FOR POLITICAL ONLINE ADVERTISING INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET PAGE VI | BEST PRACTICES FOR POLITICAL ADVERTISING ONLINE INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET Executive Summary This publication looks at paid online advertising, using an advertising server to deliver and from search engine marketing to display advertising, track advertising performance, candidates and is designed to help political organizations under- can find out everything from the reach and stand online advertising and better leverage their re- frequency of their advertising efforts to the sources to reach voters online. number of individuals who interacted with The authors of each chapter used their experience, an ad without clicking-through. Ad serving expertise and analysis to compile resources and a set of provides unparalleled control over ads once best practices for each discipline within online advertis- they’re live and gives you the power to eas- ing. This includes: ily evaluate the effectiveness of online ad- vertising efforts. • Think beyond the gimmicks. Campaigns Using the Changed Media have a tendency to use the Internet exclu- Environment sively to launch humorous and “gimmicky” advertising efforts. In addition to fun on- While still a nascent industry, online political mar- line stunts, candidates should use the web keting is maturing, and current research suggests several to extend the reach and impact of offline important best practices to consider as your campaign advertising efforts through standard ban- develops its Internet strategy. ner, blog and search engine marketing. • Start small. The Internet can be an intimi- dating medium for online advertising nov- • Plan ahead. Whereas the standard 30-sec- ices. Start small by placing advertisements ond spot reigns on television, the web is on search engines and blogs to reach early- full of dozens of different advertising for- deciders, political influentials and informa- mats and targeting capabilities. Campaigns tion-seekers. Budget allowing, slowly ex- should give themselves at least three weeks pand to targeted banner advertising as you to plan their first online advertising cam- learn what works and what does not. paign. • Think outside the vacuum. The web is most • Budget accordingly. The Internet is an ex- effective when used in tandem with tra- tremely cost-effective medium when com- ditional media efforts. Advertising cam- pared with its traditional counterparts. This paigns on the Internet should coincide with does not mean, however, that the Internet is offline advertising campaigns, large-scale cheap. Campaigns spending $1,000,000 in offline events (e.g., debates, announcement traditional advertising should be willing to speeches, endorsements) or both. invest $100,000 in online media to maintain the industry-standard online media mix. • Conduct media planning and creative de- velopment. No matter how easy it is to buy • Use ad servers to track performance. By BEST PRACTICES FOR POLITICAL ADVERTISING ONLINE | PAGE 1 INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET INSTITUTE FOR POLITICS, DEMOCRACY & THE INTERNET and create an ad online, there is no substi- • Voters engage in a wide variety of activi- tute for professional online marketing help. ties online and their behavior changes over Even the simplest search engine marketing time. They shop, they exchange online mes- and blog advertising campaigns will per- sages, and they check the weather. Figuring form better when created and managed by out where the voters are going is indispens- seasoned
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