Queue the media inflation

It’s once again an election year and your paid media efforts are about to get the squeeze. eMarketer forecasts that political ad spend this year will top $12 Billion.

Here are a few ideas to get the most out of your precious ad dollars.

  1. Update your segmentation
    If it’s been a while since you last did a customer segmentation study, now might be a good time. By leveraging your first-party data, you’ll be more precise with your targeting and be able to run look-alike campaigns. Identify particular geographies around the country with high customer concentrations and/or look-alikes, and succinctly geotarget – especially in non-battleground states with lower political spending.
  2. Sharpen your SEO pencil
    Develop a test strategy of longer-tail keywords that are more specific to your product and less costly.
  3. Layer on the positivity
    We all know political ads are fraught with negativity. A good way to get noticed is with optimistic and positive creative messaging. Consider a robust A/B testing strategy to pinpoint what makes your customers smile the most.
  4. Pinterest
    Since 2018, Pinterest has banned political advertising, so if you’re looking for a platform devoid of mudslinging ads, Pinterest is your happy place.

Have more time?