A study of paid political online advertising, from search engine marketing to display advertising, designed to help political organizations understand online advertising and better leverage their resources to reach voters online.

This publication looks at paid online advertising, from search engine marketing to display advertising, and is designed to help political organizations understand online advertising and better leverage their resources to reach voters online.

The authors of each chapter used their experience, expertise and analysis to compile resources and a set of best practices for each discipline within online advertising.

This includes:

Using the Changed Media Environment
While still a nascent industry, online political marketing is maturing, and current research suggests several important best practices to consider as your campaign develops its Internet strategy.

Search Engine Marketing
Search engine marketing involves paid advertising and organic (non-paid) search engine optimization (SEO) on sites such as Google, Yahoo!, MSN and Ask.com.

Online Display Advertising
Display advertising includes static, Flash or video banners in varying sizes and formats, the standards for which are governed by the Interactive Advertising Bureau
(www.iab.net).

Lead Generation
Online lead generation uses online forms to gather information about consumers, or, in this case, supporters. Organizations can purchase information about voters who have stated an interest in a candidate or issue and use this information to generate direct mail, email and phone lists.

Download Best Practices for Online Political Advertising

PDF format, 921KB, 70Pages.

“Best Practices for Political Advertising Online” is a white paper produced by the campaigning 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 publication.

About IPDI:

The Institute for Politics, Democracy & the Internet (IPDI)  is part of the Graduate School of Political Management of The George Washington University. Its mission is to promote the use of the Internet and new communication technologies in politics to enhance democratic values, encourage citizen participation and improve governance, at home and abroad; in short, to “democratize democracy.”

IPDI conducts research that anticipates and interprets trends; publishes studies and guidelines that 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 best practices, teach new skills and allow for the national and international exchange of ideas on the democratizing uses of the Internet and other new technologies.

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