If you missed my recent Ask ‘Bee’ Anything session on high-performance advocacy ads, don’t worry. I’ve got you covered. In the world of advocacy, cutting through digital noise isn’t just a goal; it’s a necessity.
Here are the top takeaways I shared on how to turn ads into impact. If you’d like to watch the webinar recording, you can access it through the link below.
Ads Are a Tactic, Not the Strategy
One of the biggest misconceptions I see is treating ads as a “silver bullet.” If ads are the only thing you’re doing, you’re likely throwing money away. Ads work best when they are integrated into a broader strategy that includes outreach and grassroots engagement. They should support your plan, not be the plan itself.
Mastering the “Rule of 7” (and Beyond)
We once talked about the “Rule of 7,” which said a message needs to be seen seven times to resonate. In today’s crowded digital space, that number is likely over 20. Instead of repeating the same ad, advocacy practitioners should be thinking about how they can diversify their advocacy ask with a mix of channels such as social media, emails, and paid media.
Know Your Audience: Policymakers vs. Constituents
Smart targeting is the difference between noise and impact. You have to meet your audience where they already are:
- For Policymakers: Focus on credibility and proximity. Use policy newsletters, Capitol-focused media, and geofencing around government buildings.
- For Constituents: Focus on scale and frequency. Reach them through Meta, LinkedIn, and streaming (OTT/CTV) services.
Authenticity Wins Every Time
I’m a big fan of authentic, “unpolished” content. Last year, we used raw testimonial videos shot on an iPhone during a fly-in to run ads shortly afterward. These videos were impromptu and unscripted, capturing the energy of our advocates during legislator meetings.
The Midpoint is Just the Beginning
I always tell my clients that launching the campaign is actually the midpoint. There is no “set it and forget it” in high-performance ads. Most platforms have a “learning phase” for the first week, so performance usually improves over time. Constant monitoring, A/B testing, and shifting budget to winning creative and copy are essential for success.
Think Outside the Box
Don’t be afraid to break out of your comfort zone. Whether it’s Spotify ads for commuters or even physical placements in Union Station or DCA for federal campaigns, reaching your audience in their daily routine is a powerful visibility tool.
Advocacy ads are about more than just impressions; they are about moving the needle on the issues that matter most. If you’re ready to build your own “hive” of influence, let’s talk!