Buying Digital Ads for Your Campaign - National Democratic Training Committee

Buying Digital Ads for Your Campaign

By Peter Anich
40 min

What You’ll Learn

  • How to buy digital ads
  • How to estimate the costs of a digital ad program
  • How to evaluate and improve digital ads

Why This is Important

Running a digital advertising campaign isn’t just about creating great content and putting it on Facebook, Google, or another platform. Before a campaign starts posting, it needs to estimate the costs and returns (fundraising dollars, supporters, IDs, etc.) of its ad strategy.

Key Resources

  • Cheat Sheet: Digital Communications and Campaigning Terms
  • Digital Advertising Launch Worksheet

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Peter Anich


Peter Anich is a digital advertising specialist who brings over seven years of strategic consulting and training experience to the NDTC community. He discovered his love for training while working on digital advertising strategy and hands-on buying at Bully Pulpit Interactive. Most recently, Peter was the lead digital ads trainer for Priorities USA, where he developed and maintained the curriculum for their rigorous (and beloved!) digital ads bootcamp, bringing practical advertising skills to local organizers at in-person trainings in over a dozen states and several nationwide online intensives. Peter’s work draws on experience with non-profit, corporate, and political campaigns at national, state, and local levels, his proficiency in Wisconsin-related trivia, as well as his commitment to building the bench of digital knowledge in the larger progressive movement. He loves putting on his trainer hat and always brings a fun and patient environment to every training space!