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
Related Trainings
- Introduction to Using Digital Advertising on Your Campaign — More political campaigns than ever use online platforms to garner support. This introductory course demystifies the lingo of digital advertising and teaches you techniques to select the right platforms to win a campaign
- Building Digital Ads That Win Campaigns — To run an effective digital campaign, compelling ads must get in front of the right audience. We recommend taking our introductory course first
Peter Anich
Trainer
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!