Political campaigning has penetrated all levels, but most especially the digital world. One of the most commonly used strategies for digital campaigning is pay-per-click (PPC). PPC has recently been used to not only promote candidates but to advocate specific changes to be made, making it more political than ever.

However, platforms have now been more strict on guidelines, especially for political campaigns. In this article, we will talk about the guidelines of each platform on creating PPC ads.

Banned Platforms

For some platforms, their move was to ban political advertising and campaigning. Big platforms such as LinkedIn, Twitter, and Quora have all stopped political campaigning using their websites. This was a big move for them, considering that it can also be a loss of their profit, but at the same time, these platforms have believed that it was for the best.

For each platform mentioned above, the bottom line is that they are not allowing any political campaigning. Regardless of what kind of message the PPC ad will send, as long as it is a political campaign, it will not be allowed on the platforms mentioned above.

Google Ads

Meanwhile, Google Ads remains to be one of the best options for political campaigns. They continue to allow political advertising. However, they are now more strict with their implemented guidelines.

One of the policies that Google Ads has in place for political campaigns is that audience targeting is not allowed. This means political campaigns cannot be used to target specific individuals, and the only way to classify them is through geographic location, age and gender, and the use of keywords.

Additionally, advertisers of political campaigns will also need to undergo a verification process. This is for them to ensure that they are dealing with actual people and not bots nor people with any ill intentions.

Facebook Ads

For Facebook, they have added several layers of verification to ensure that they are dealing with the right people. They first have you verify yourself, then your business, then there is two-factor authentication. This makes sure that the right people are accessing the account and not anyone else.

It will also be disclosed that these ads are sponsored with their traditional sponsored label. This is done in an attempt to show people that these ads have been paid for and have not been selected by Facebook on its own accord.

Facebook Ads will also make the information you have ever disclosed publicly available. All the information linked with your business page or whatnot will be publicly available for people to see for seven years, along with any ads you launch.

Choosing the Best Platform for You

There are now only limited platforms available for your digital political campaign. With that in mind, it is important that you get to choose the right one for you. Remember, the few platforms left that allow political campaigning will have their own strict guidelines. You need to be able to follow these guidelines closely and carefully, and ensure that your ads are still beneficial for you.

Conclusion

Once you have gone through the verification process and met the requirements needed by the platform, you can launch your campaign. Digital political campaigning may seem like it requires a lot of work, but in the long run, it will pay off. Just remember what we have mentioned above and be ready to expect even more when it comes to their guidelines.

For PPC advertising and campaigns, you will need to work with a digital marketing agency. We at Discover My Business offer these services and more, all according to your own needs and preferences. Work with us today for the best digital marketing strategies.

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