The Foundation of Effective Advertising

Know Your Advertising Goal

Start by deciding what your ad is intended to do. Are you trying to capture emails? Solicit donations? Persuade someone to support a candidate? Identifying the clear, primary purpose of your advertising will help you develop ads 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 ad. Who you target will affect the imagery and copy you develop. Start by understanding the target demographics. Focus on the causes and issues about which they're passionate.
Learn more about ad targeting »

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

This ad 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 that 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.