8.1 Online advertising and email marketing

Digital campaigns rely heavily on online advertising and email marketing to reach voters. These tools allow for precise targeting, cost-effective messaging, and real-time performance tracking. From pay-per-click ads to personalized email campaigns, digital strategies help candidates connect with supporters and drive engagement.

Measuring effectiveness is crucial in digital campaigning. Landing pages, conversion optimization, and analytics help campaigns assess their impact and refine their approach. By leveraging data-driven insights, candidates can maximize their digital presence and mobilize supporters more efficiently.

Online Advertising Strategies

Pay-Per-Click and Search Engine Marketing

Top images from around the web for Pay-Per-Click and Search Engine Marketing

• 

  Pay per click – Free Creative Commons Images from Picserver View original

  Is this image relevant?

• 

  Search Engine Marketing vs Search Engine Optimization? View original

  Is this image relevant?

• 

  SEO Services and Digital Marketing Campaigns View original

  Is this image relevant?

• 

  Pay per click – Free Creative Commons Images from Picserver View original

  Is this image relevant?

• 

  Search Engine Marketing vs Search Engine Optimization? View original

  Is this image relevant?

1 of 3

Top images from around the web for Pay-Per-Click and Search Engine Marketing

• 

  Pay per click – Free Creative Commons Images from Picserver View original

  Is this image relevant?

• 

  Search Engine Marketing vs Search Engine Optimization? View original

  Is this image relevant?

• 

  SEO Services and Digital Marketing Campaigns View original

  Is this image relevant?

• 

  Pay per click – Free Creative Commons Images from Picserver View original

  Is this image relevant?

• 

  Search Engine Marketing vs Search Engine Optimization? View original

  Is this image relevant?

1 of 3

• Pay-per-click (PPC) advertising charges advertisers when users click on their ads
  • Allows for precise targeting of specific keywords and demographics
  • Advertisers only pay when their ad generates interest, making it cost-effective
  • Popular platforms include Google Ads and Bing Ads
• Search engine marketing (SEM) involves promoting websites by increasing their visibility in search engine results pages
  • Encompasses both paid search advertising and search engine optimization (SEO)
  • Helps campaigns reach users actively searching for related information
  • Utilizes keyword research to identify high-value search terms

Display Advertising and Retargeting

• Display advertising showcases visual ads on websites, apps, and social media platforms
  • Includes banner ads, rich media ads, and video ads
  • Targets users based on demographics, interests, and browsing behavior
  • Raises brand awareness and drives traffic to campaign websites
• Retargeting focuses on re-engaging users who have previously interacted with a campaign's website or content
  • Uses cookies to track user behavior and serve personalized ads across different platforms
  • Increases conversion rates by reminding users of their initial interest
  • Can be customized based on specific pages or actions taken on the website

Email Marketing Techniques

List Management and Segmentation

• Email segmentation divides subscribers into smaller groups based on specific criteria
  • Allows for more personalized and relevant content delivery
  • Criteria can include demographics, past engagement, or subscriber preferences
  • Improves open rates and click-through rates
• Opt-in lists ensure that subscribers have explicitly agreed to receive emails
  • Builds a more engaged audience and complies with anti-spam regulations
  • Can be single opt-in (immediate subscription) or double opt-in (requiring confirmation)
  • Helps maintain a positive sender reputation and improves deliverability

Testing and Optimization

• A/B testing compares two versions of an email to determine which performs better
  • Tests can focus on subject lines, content, design, or send times
  • Helps refine email strategies based on data-driven insights
  • Requires a large enough sample size for statistically significant results
• Call-to-action (CTA) optimization focuses on improving the effectiveness of prompts that encourage user action
  • Includes testing button designs, placement, and copy
  • Aims to increase click-through rates and conversions
  • Should be clear, concise, and aligned with the email's overall goal

Measuring Campaign Effectiveness

Landing Pages and Conversion Optimization

• Landing pages serve as dedicated destinations for specific marketing campaigns
  • Designed to convert visitors into supporters, donors, or volunteers
  • Should be focused on a single goal or action
  • Elements include compelling headlines, clear value propositions, and prominent CTAs
• Conversion rate measures the percentage of visitors who complete a desired action
  • Calculated by dividing the number of conversions by the total number of visitors
  • Helps assess the effectiveness of landing pages and marketing messages
  • Can be improved through A/B testing and user experience optimization

Analytics and Performance Tracking

• Campaign analytics provide insights into the performance of digital marketing efforts
  • Tracks metrics such as impressions, clicks, engagement rates, and conversions
  • Helps identify successful strategies and areas for improvement
  • Tools include Google Analytics, social media analytics platforms, and email marketing software
• Key performance indicators (KPIs) measure progress towards specific campaign goals
  • May include metrics like cost per acquisition, return on ad spend, or email open rates
  • Should be aligned with overall campaign objectives
  • Regular monitoring allows for real-time optimization of marketing strategies