Michigan voter Guide Advertising
Client
Between the Lines Media
Project Description
For every presidential and mid-term election, Between the Lines Media publishes a Progressive Voter Guide to help Michigan citizens become better-informed voters. The Voter Guide displays which progressive non-profit organizations (like Planned Parenthood and ACLU) endorse which candidates, down to the local level. All they have to do is put in their zip code. In collaboration with graphic designer Benjamin Jenkins, I created an incredibly successful advertising campaign using Facebook, Instagram, and Google to increase traffic to the 2018 Progressive Voter Guide.
WHAT I DID
Ad Campaign Management & Reporting
Facebook & Instagram Ads
Copywriting
Google Ads
Project Results
Our targeted ads across these platforms resulted in 13x more traffic to the voter guide than the 2016 presidential campaign, and saw click-through-rates that were 25 times higher than 2016 (7.74% vs 0.33%) and much, much higher than industry standard (2%), while maintaining incredibly low costs per click ($0.11, lower than the 2016 cost per click of $0.65).
What does this mean? Because our ads were carefully crafted and very specifically targeted, they were incredibly effective at driving more traffic at much lower costs.
