The foundation of effective advertising

Know your advertising goal

Start by deciding what your advert is intended to do. Are you trying to capture email addresses? Solicit donations? Persuade someone to support a candidate? Identifying the clear, primary purpose of your advertising will help you to develop adverts that deliver results.
*For the purposes of these examples, all content shown here is fictitious.

Are you trying to collect donations?

Are you trying to persuade or win over voters?

Know your audience

Decide who your target audience is before you design your advert. Who you target will affect the imagery and copy you develop. Start by understanding the target demographics. Focus on the causes and issues which they're passionate about.
Learn more about advert targeting »

Your target audience is the foundation for your advert creative. An issue-based target leads to issue-based creative.

This advert creative reflects a decision to target demographically and around life stages.

Create a clear call to action

Once you know what you're trying to accomplish and the audience you'll be speaking to, make sure your copy explicitly requests the action you want them to take. Unclear calls to action or too many in one post will ultimately hinder results.

Make your call to action clear and direct.

Make your call to action relevant and urgent.