facebook political ads examples
Hi entrepreneurs! I noticed that this video has received more views than usual, so I want to provide some related content that can benefit those interested in running political or electoral ads in the upcoming 2022 elections. Let's get straight to the point. In this video, I'll be sharing one idea that you can use to run successful ads for your political clients or if you're running for office yourself.
- Introduce yourself creatively to your target audience.
- Don't just shoot a video of yourself in front of a camera saying, Hey, I'm John and I'm running for mayor in the 2012 elections. Please vote for me. Be more creative and think of a different approach.
Hints to hook your audience in the first 10 to 15 seconds:
1. Share a sentiment from one of your supporters.
- Have someone else speak about you genuinely.
- This is more effective than repeatedly exposing yourself like others do, which can be annoying.
2. Highlight one of your flagship programs featuring your focused advocacy or platform.
- Show clips of you interacting with people.
- Use a local language with subtitles to hyper-target your local audience if you're running for a local office.
3. Educate to empower.
- Relate this to your advocacy or platform.
- Prove to your audience that you are genuinely dedicated to your cause by helping them become educated about it.
- For example, if your advocacy is providing accurate and truthful information to your constituents, make an informational video about fake news and how to fact-check it or detect trolls.
- These are just a few examples of how you can present yourself or your political client better to run successful political ads for elections.
- If this content is helpful to you, don't forget to subscribe and hit that bell icon.
- Let me know in the comment section below if you have any suggested topics for future videos or if you'd like to schedule a one-on-one talk with me.
- Send an email through [email protected].
- You can also follow DMA on Instagram.
- Happy advertising!
Setting up Facebook Ads for Political Campaigns
Local and national elections in the Philippines are set to take place next year in 2022. In the current world scenario, social media has become the most effective and safest way to campaign. Unlike traditional platforms like TV and radio, social media is easily accessible and cost-efficient. It also allows for micro-targeting based on the diverse user base in the country and around the world. This video is aimed at media buyers who work with political clients, as well as political campaign teams and politicians themselves who are in the early stages of strategizing. If you fall into any of these categories, this video will provide you with a step-by-step guide on how to set up electoral or political ads on Facebook.
Let's dive right in! Welcome to this video about Facebook advertising. I'm John, a Facebook ad strategist and CEO of Cornell Media Advertising Agency. In this video, we will discuss the necessary requirements and the exact process you need to follow to run political ads on Facebook.
1. Business Manager: Facebook Business Manager is a tool that allows you to manage multiple Facebook pages, create and manage ads, and give access to others who work with you. If you're a politician, you don't automatically have a Business Manager account, but you can sign up using your existing Facebook login credentials.
2. Ad Account: An ad account is where you launch and manage ads, set up payment methods, and assign partners to work with you. As a new user of Business Manager, you will initially be allowed to have only one ad account. Facebook may grant you additional ad accounts if you regularly spend on ads.
3. Proof of Citizenship: To advertise within your country of residence, you must provide proof of citizenship. This requirement helps prevent foreign interference in elections. You can provide a passport, driver's license, national ID, or an authorized Facebook form as proof of your identity.
4. Verified Page Owner: The owner of the page that will carry your ads should be a verified user of Facebook, especially for running political ads.
5. Advertising Disclaimer: This will be discussed further in the ad authorization process.
Ad Authorization Process:
Step 1: Confirm Identity in Your Country
Go to facebook.com/id and follow the instructions to submit your ID or authorized form. Facebook manually reviews and verifies your identity. The review process usually takes up to 48 hours.
Step 2: Link Ad Accounts and Manage Disclaimers
After confirming your identity, a page admin must link your ad accounts to your page and provide a valid disclaimer. Only page admins can manage disclaimers. A disclaimer is a paid for by label that appears on ads to provide transparency.
Step 3: Explicitly Inform Facebook
When creating an ad, select the social issues, elections, or politics category to inform Facebook that you're running a special category ad. Ad reviews may take up to 72 hours to complete. Political ads are entered into the ad library for seven years, making advertising more transparent.
1. Avoid URLs and Short Names: The advertiser's name should not contain a URL, and short names or acronyms should be avoided.
2. Use a Dedicated Page: Create a page solely for the candidate or campaign, and ensure that at least one page admin has confirmed their identity.
3. Use a Campaign-specific Contact: Use a phone number and email address specifically made for the campaign to maintain professionalism and organization.
4. Create a Candidate's Website: Build a website for the candidate or politician and use a matching email address. This helps in audience building and the verification process.
5. Comply with Laws and Regulations: It is the advertiser's responsibility to comply with electoral and advertising laws in the country they are running ads in.
For more information or personalized guidance, book a 15-minute discovery call or connect with me directly through the links in the description. If you want to master Facebook ads set up in just one hour, check out our next video. See you there!
Social Issues, Elections, Political Facebook Ad Type Approval Process!
If you've encountered a policy violation on Facebook ads, don't worry! You can easily resolve this issue by adjusting your account settings. In this article, we'll guide you through the steps to get your ad campaign back on track. So let's dive in!
Steps to Resolve the Policy Violation:
1. Access your Facebook Business Manager and navigate to the Account Quality Settings.
2. Ensure that you have selected the correct account at the top.
3. Typically, the process starts with a zero-zero status, indicating that your campaign is available for another review.
4. If there are no changes, proceed to the fourth tab, where you can find the rejected ad campaign and the violation details.
5. Submit your campaign for another review and provide any necessary information to address the violation.
6. This particular violation is related to social issues, elections, and politics. Facebook implemented these measures to prevent misuse of ads for political gain.
7. For reinstating your ad account, you need to verify your identity. Begin by accessing your personal Facebook account settings.
8. Under the General section, complete the identity confirmation process. This step is recommended for all advertisers running Facebook ads for clients.
9. The identity confirmation process may require you to submit documents such as your driver's license.
10. Once you have submitted the necessary information, Facebook will send you a confirmation code via mail.
11. Enter the code within the specified timeframe to complete the identity confirmation process.
12. Now that your identity has been confirmed, you can go back to your Facebook Business Manager account and proceed with resolving the policy violation.
13. If you are managing a page, go to the Page Settings and access the authorization section.
14. Confirm that your identity has been linked to the page and authorized for running ads about social issues.
15. Create a disclaimer for your ads to provide transparency and verify information.
16. Enter your organization's name in the disclaimer and follow the instructions to submit it for review.
17. Wait for the review process to complete, which usually takes 48 hours.
18. Once your ads are approved, you can proceed with running your Facebook ad campaign.
Domain-Specific Email Requirement:
To prove that you are an official representative of your organization, you must provide an email address that is domain-specific. This means using an email address with your organization's domain, such as [email protected] or [email protected]. If you don't have a domain-specific email, you can set one up using Google Workspace or similar services. This step is crucial for verifying your ownership and control over the organization.
Resolving a policy violation on Facebook ads may seem challenging, but by following these steps, you can get your campaign back on track. Remember to verify your identity, create a disclaimer, and ensure you have a domain-specific email for your organization. By adhering to Facebook's guidelines and policies, you can successfully run your ad campaign and reach your target audience. Good luck!
Do you have any questions or need further assistance? Feel free to leave a comment below or check out our related videos for more helpful information.
How to Set Up Your Campaign Facebook Page to Run Political Ads
Hey guys, I'm Nate Grotenhaus and in this video, I'm gonna help you set up your campaign Facebook page so you can run ads. In my last video, I explained the first step which is confirming your identity on Facebook. If you haven't seen it yet, I'll link it in the description below, okay? So, once you've confirmed your identity on Facebook, the next step is to create a disclaimer.
Here's a sample page I'm working with. If we go to the settings on the left-hand side and scroll to Issue Electoral or Political Ads, we'll get to our page. As you can see, I've already confirmed my identity. The next step is to create a disclaimer. So, scroll down to this blue button that says Create a Disclaimer.
Now, Facebook gives you a couple of verification options for creating a disclaimer. I always go with the option that allows you to provide contact information, website, and email. If you choose these options, your ad won't display a confirmed organization label, but I've never found that to be an issue. It's always been the easiest option for me when working with other candidates and races.
Next, we select Contact Information, Website, and Email. Facebook will store your information for a while in their ad library.
Now, Facebook is asking for your organization details. Your organization name should be the name that you have on file with the state. For example, if I am Nate Grotenhaus for City Council, that's what I'm going to put on all my advertisements. Paid for by Nate Grotenhaus for City Council.
Next, enter your campaign address that you have on file with the state. And then, your organization phone number. Make sure it's a number that you can receive calls at because Facebook will call it for verification.
Here's the critical step. Facebook wants your website URL to have the same domain as your email address. For example, if your website is nategrotenhausforcitycouncil.com, your email should be something like [email protected] or [email protected]. This is how Facebook verifies that you own the domain and the associated email.
In the additional information section, you can enter the committee ID and treasury name, although it's technically optional. Facebook does mention that your local election laws may require this information, so depending on the state, you might have to provide it.
Click next and Facebook will confirm your phone number by giving you a call. Make sure your notifications are on and press Call.
Now, they'll confirm your email address and website. They'll send a code to your email and you'll need to paste it here.
Next, Facebook asks you to review your disclaimer submission. If you don't want your street address saved in the ad library, you can click a button to remove it.
Once your disclaimer is submitted, you'll see it under Manage Your Disclaimers. It will have a blue clock icon, which means it's in review. Within 24 hours, Facebook should approve your disclaimer.
After your disclaimer is approved, the next step is to link it to an ad account. On your Facebook page, there will be a button saying Link to Ad Account. This is where you connect your disclaimer to your ad account. If you don't know how to set up a Facebook ad account, there are plenty of tutorials available.
Once you've connected your disclaimer to an ad account, the last thing to do is assign someone responsible for the page. If you're a campaign manager, you don't want to assign your own name. Instead, assign the page name as the responsible person. This is important for page transparency.
Congratulations! Your page is now ready to run Facebook ads. If you have an Instagram account connected to your campaign, you can also link it by clicking Connect Instagram Account and following the prompts.
If you liked this video, please give it a like and subscribe. I'll be posting more content like this leading up to the general election. Thanks for watching and see you in the next video!
CIF seminar - "An Audit of Facebook’s Political Ad Policy Enforcement" (Victor Le Pochat)
All right, hello everyone! Welcome to the Shift seminar. Today, I'm Ian Tobias Mulberry, and I'm going to be the session chair of today's seminar. I'm very excited to have Victor here, who actually has a coffee because it's about 6:30 in New York where he is right now. He is a researcher with Distrinet, and he's going to present an audit of Facebook's political ad policy enforcement today. Um, I think I'm just gonna give Victor the floor. The only thing I want to mention is if you have questions, you can put them in the chat, and I'll try to moderate this. Or afterwards, after Victor's talk, you can just open your mics and your camera, and maybe we can have a bit of a discussion of what is being presented. Um, the talk is probably going to be about 45 minutes, and then we have a Q&A, which lasts as long as it lasts. It's usually as it is with these seminars. And, yep, I'm super happy to have you here. Um, the seminar list for next year on the website is still fairly empty, so if you guys have interesting ideas for presentations that you want to give or you know people who would fit very well in this little interdisciplinary seminar series, then please mention them to me or send me an email or let me know that you want to give a talk or whatever. I'm really looking forward to Victor's talk. The floor is yours. Thank you so much.
So, hi everybody! I'm Victor, and today I will be presenting our study that also got accepted at UC Security 2022, which we did together with colleagues from New York University, specifically the Cyber Security for Democracy project. And, those are Laura, Tom, Water, Damon, and Tobias. So, indeed, our study is about online advertising that everybody comes into contact with online every day. And there's a specific subset that specifically looks at political advertising, especially in the context of elections. People will see more and more political advertising, and political parties have discovered the power that's in online political advertising.
These are a few examples from Belgium parties. Belgium parties are very, very good at spending money on Facebook to show people advertising. Um, and again, it can be powerful. It can enable more engagement in the political process. It can allow smaller parties to reach more people. But with this also comes some sort of risk of abuse. And of course, given the fact that political advertising influences the democratic process, this abuse can be very harmful to society.
A few examples of the types of abuse that can be propagated through online political advertising are disinformation, so spreading false messages through this kind of advertising, like the example on the riot related to the pandemic. In countries where voting isn't mandatory, voter suppression is a genuine issue. So, people trying to dissuade people from participating in elections and actually going to the polls, which usually can give an advantage to one party or another.
You have issues around inauthentic behavior, that's representing oneself with a false identity or a hidden identity, which might enable a certain message to get across more easily if you don't really know where the message comes from. Or publishing the same message through multiple accounts, again with different identities, without it being obvious that actually, this is like a coordinated campaign. And finally, what also triggered, let's say, the whole process of increased public awareness and public scrutiny on these online political ads is the fear of interference from foreign actors. And their concrete examples are the 2016 U.S. elections where Russian state actors were observed to use online political advertising to influence people to propagate messages. In Europe also, with Brexit, the same behavior was seen.
So, this also triggered, let's say, legislators and more the general public to be more aware of the risks that exist in online political advertising. Now, in terms of legislation, there isn't really that much legislation, and it's certainly not really up to date. Legislation always has to catch up to new trends, to new technologies. And here, it's the same. Existing legislation is really geared towards mass media like TV and radio, or it only exists at certain levels. In the U.S., you have more stricter legislation at the federal level. In Europe, it's more diversified across different countries, different nations. And because there is not really legislation and because this public scrutiny increased, the large advertising platforms took it upon themselves to implement solutions, to implement oversight on online political advertising. So, platforms like Google, Twitter, and what we'll be studying, Facebook, developed their own policies and also, of course, enforce them to combat abusive political ads on these platforms.
Now, what you do see is that because these interventions are voluntary and these interventions are designed by each platform on their own, is that they all decide themselves what they consider in scope of the policy, what is political, what is not political. And that these policies can, therefore, differ widely. Google only considers ads from political actors close to elections as political. Twitter doesn't even allow political ads at all anymore. Facebook is somewhat the most broad in its policies, the largest coverage of topics that are considered in scope of the policies. And I'll now go into the specific policies that Facebook implements because those are, of course, necessary to know for ourselves as well.
So, what are Facebook's policies based on? The core definition and the core setting is that Facebook regulates all issues about, in their terms, social issues, elections, and politics. And there's this whole subdivision of the definition, but basically, it means that ads by or about politicians and political parties are in scope, about elections, including campaigns for going out and voting. And finally, there's social issues, which are societal topics, topics that are important to the public debate, where there is still room for advocacy, and where influencing the public opinion can ultimately also have an effect on elections and on who people will tend to vote for.
Now, these social issues actually vary by country. Some countries don't have the notion of social issues in the context of Facebook's policies. Their only ads about elections and politics are regulated. And otherwise, the list of issues also differs by country. Usually, worldwide and specifically also in the European Union, things like the economy, the environment, immigration are all considered social issues. But in the U.S., you also have different topics that are considered up for debate and that are considered social issues, like education or gun control.
So, depending on the country, you might also have different topics that are considered up for debate and that are considered social issues, and where the ads have to be declared to Facebook. Now, this is only the definition. You have other pages and resources that clarify these definitions. So here, more specifically, it will talk about when ads about elections or politics are in scope. Again, when they mention politicians, etc., it also clarifies for social issues that the ads have to include discussion, debate, or advocacy related to these social issues. So purely mentioning a social issue doesn't necessarily mean that the ad is political and that it should be declared as such.
And then actually, recently, even after the publication of our paper, Facebook changed that policy, specifically related again to these social issue ads because these do seem to be the ads with the most contention. And here, they state that if the primary purpose of an ad is commercial, then actually it does not fall under the policy. So, it used to be a political ad, and now it isn't anymore, and it does not require all the restrictions from the political ads.
To summarize, the three previous slides, Facebook's political ad policies may be somewhat confusing, and they're spread out across many resources. A lot of help pages, obscure help pages, clarify all of these definitions. These policies change over time. That's of course not really a bad thing, but if you're not up to date with the latest policy, you might be violating it just because you're not aware of the latest version. And what is kind of a telling thing is that it does require a lot of examples that clarify how to interpret these policies. So, it does indicate that this policy is really not straightforward.
And the effect that this has is that advertisers might find it hard to comply with policies. Again, they might just have missed the certain page where their specific topic is being covered. Facebook might also find it hard to enforce these policies because they're up to so much interpretation. If one reviewer looks at the policy and another, maybe they come up with a different decision. So, consistent and proper enforcement may be difficult for them as well. And for outside scrutiny like ours, it's also hard to audit these policies because
Best Way to Run Political Facebook Ads on Your Campaign Page
Hey guys, my name is Nate Grotenhaus and in this video, I'm gonna be explaining the best way to run political ads on your campaign Facebook page. In my opinion, Facebook is one of the best advertising platforms for your political campaign. First of all, it caters to a little bit of an older demographic than other social media platforms that you can run ads on. So you're able to reach people that are actually going to cast a ballot for you at the end of the day. Furthermore, especially for local campaigns, you're able to connect with people that you actually know and can actually have a degree of relationship with. And therefore, you're able to message those folks, get a yard sign out to them through an ad, or sign them up to walk precincts for you. So there's a lot of benefit that can come out of these Facebook ads.
This is a Facebook page that I set up for one of my candidates this primary election. We're basically just going to use this as an example to run an ad. There are many different kinds of Facebook ads that you can place. My go-to for candidates is boosted posts. So what that means is you're going to post something on your page, like this candidate posted a video, and you're able to basically artificially get that post in front of other people that would not have seen it otherwise. So I'm going to cover the best way to run a boosted post ad. Let's click boost post and this will take us to the page that you're going to see when you're creating an ad.
The first thing you do is go up here and choose the right ad account that you want to use. Once you've selected the correct one, you're now going to go over to this goal section. I leave this on automatic because Facebook is really smart in terms of the algorithms that they use to get your ad in front of people. But I'm just going to show you if you click change, there are many different ways that Facebook can basically structure your ad in order to achieve the goal that you want it to. So I leave it on automatic.
The next step is to add a button, and I always click on learn more. And you can see now in the ad preview that there will be a learn more button under the video. So not only will you be able to click on the video and watch the video, but you can also click on this learn more button and that's going to direct you to Christy's website.
If we scroll down here, we can see the most important section of setting up a Facebook ad. If you do not do this properly, your ad will be rejected, but not only that, you'll lose 24 hours because Facebook takes about a day to approve every Facebook ad. So that's super critical to keep in mind when you are running Facebook ads on your campaign platform that Facebook takes time to review each ad before it goes live.
This category is basically asking you if your ad is about any of the following: credit, employment, housing or social issues, elections or politics. And yes, this ad is a political ad, so we're going to click this and it's going to ask you what category it is. And we're going to click the first one, it's a political ad.
Now, if you haven't connected an Instagram account, you're going to get this little error. It says, We found one error: Instagram account not authorized. And that's because it will automatically check that you want to run this ad on Facebook as well. So if you scroll down here to placements at the very bottom, you click on this, you can see that Instagram is checked. So if you don't have an Instagram, just uncheck that. And you can also see that Messenger is checked here, that means just the Facebook Messenger. So your ad will run on that platform as well. That's great, so now if you go back up here, you'll see that the error is gone.
Okay, so we have our special ad category set up. The next section is audience. This is super important to create an audience that caters to the people and the voting base that you're going after. If you're advertising to people that are never going to vote for you in the first place, you're wasting your budget and all of this hard work. So it's super critical to make sure that your audience is targeted correctly.
You can see here that Facebook automatically selects smart audience. This audience is very broad and it's not going to work. If you select smart audience, your ad will never be shown to the correct people. So what we're going to do for our campaign is we're going to go down here to create new. This means we're going to create a new audience. We're going to title it audience one, you can title it whatever you'd like.
Now we have options for who we want our ad to be shown to. We're going to leave gender on all, and for age, I do 35 and above. That's what I have found to be sort of a sweet spot. It's one of those harsh realities of politics that young people don't really vote, and you're going to get the most bang for your buck for people that are 35 and above.
Next, we're going to scroll down to locations, and you can see here it automatically places this ad in the United States. So we're going to click this little x to get rid of its own targeting, and we're going to select the city in which your campaign is in. So for this one, it was in Santa Barbara. So we're going to click on Santa Barbara, and you can see now that we have this selection.
Currently, everyone that's over 35 in this blue circle is going to be targeted with this ad. Obviously, we don't have the money to pay for Facebook to show everyone this ad within that circle, so we want to bring it down a little bit more. One of the critical ways to do that is narrowing down this radius. You can see here this is a 25-mile radius. If we bring it all the way down to 10 miles, we can see now that our ad is much more targeted in terms of geography. But you can see here that it's still catching these little communities that are not Santa Barbara. Goleta, Isla Vista, Montecito, and there's no room to slide down the pin even more. So we want a tighter radius than 10 miles for our ad. And this is super critical, especially when you're running in a district election that's not even the full city. You may want certain streets, certain neighborhoods within a city. So this is super important when you're running in those elections.
We're going to get rid of the Santa Barbara location, and let's say we're running in the district of Santa Barbara. That is just this waterfront area. What you're going to do is go over here to the top right, drop pin. You can see now my cursor becomes a check mark. I'm going to plop it right where I want to. Here, it's going to give me a default of 10 miles. But watch this, you can minimize this all the way down to one mile. So if we zoom in, now only these people are going to receive our ad within this blue circle. So let's say that we like this targeting, but our district goes out here as well. Well, you're just going to grab another pin here, plop it here, and then drag it down to the radius you want. Let's do 10 miles or, excuse me, one mile. And you can see now that we have these two circles. There's a little bit of space in here, so let's drop one more pin. And we have our district covered there. Great.
Let's scroll down to detailed targeting. This is where you can tell Facebook, Okay, within this location, I only want to target people that are interested in this, or I only want to target a specific demographic of people within this radius. Facebook used to let you target according to political party, but last year, they took that option away. Now, there are limited options in terms of interest for political campaigns, but this is still a very helpful tool. This race here was a superintendent of schools race, so things like education is a great one. So this ad will be targeted to people that are interested in education. You can also target to a demographic, so you can see here parents is an option. So this will target all Facebook users that are parents. Other interests you might want to include are local government, social issues, etc. And this is something that you can just explore and target according to your campaign and what you're running on. So let's say that this is the audience that we'd like. You can see here at the bottom, Facebook gives you this audience definition score, and basically that just means that your audience size is healthy. And at the very bottom, you can see the estimated audience size, which is helpful for determining how many people you're targeting. This all looks good, so we're gonna click save audience.
Now, in addition to all
Placing Political Ads on Facebook: How to Confirm Your Identity✅
Hey guys, my name is Nate Grottenhaus and today I'm going to help you confirm your identity on Facebook so that you can run political ads on your campaign page. Facebook is super powerful for your political campaign, but they make you jump through a lot of hoops to run ads on their platform. So, let's get started on confirming your identity!
- Confirming your identity on Facebook is crucial for running political ads on your campaign page.
- Facebook offers detailed targeting options to get your message in front of the right voters.
Step 1: Setting up a Facebook Page
- Creating a Facebook page instead of a profile for your political campaign is essential for long-term success.
- Navigate to the settings menu on your page to begin the confirmation process.
Step 2: Confirming Your Identity
- Click on the Confirm Your Identity option in the settings menu.
- Choose Social Issues, Elections, or Politics and select your country (United States).
- Enable two-factor authentication to enhance security.
- Provide your mailing address for Facebook to send a confirmation code.
- Upload a photo to personalize your account.
Step 3: Uploading Your ID
- Facebook offers three options for confirming your identity: driver's license, state ID, or passport.
- Choose your preferred ID type and upload the front and back of your driver's license.
- Review the uploaded ID and wait for Facebook to mail you a confirmation code.
Step 4: Verifying Your Identity
- Once you receive the code, navigate back to the Identity Confirmation section in your account settings.
- Enter the verification code provided by Facebook.
- Keep in mind that Facebook may still need to verify your ID, which usually happens within 24 hours.
- Confirming your identity on Facebook is the first step to running political ads on your campaign page.
- By following these steps, you can ensure that your message reaches the right audience.
- Stay tuned for more content like this leading up to the general election in November. Don't forget to like this video and subscribe for updates!
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