Hot on the heels of yesterday’s Great Guest Author Roundup, a new stallion has joined the herd! Check out Derek Pangallo’s political advertising extravaganza below, inspired by an Allen West ad on Epolitics.com. Today’s Part One focuses on cookie-based political ad retargeting and originally appeared on DerekPangallo.com; we’re promised a Part Two soon.
Why Do I Keep Seeing the Same Political Ad?
This is the first in a two-part series on political advertising. In this post, I’ll focus on Adwords, Adsense, and retargeting cookies. In part two I’ll tear apart this ad in particular, and talk about the best ways to solicit online donations. Also have a look at my album of Facebook political ads.
If you didn’t know, Congressman West is the controversial Tea Party Freshman member of The House of Representatives for Florida’s 22nd district. Most recently he’s been criticized for sending a scathing email to fellow Representative Debbie Wasserman-Schultz, a gentle lady also from Florida.
One more quick disambiguation: Adsense is the Google service used to make money from ads on your site. Adwords is the Google service used to buy and place ads on the ‘net. Today, 97% of Google’s revenue comes from Adwords (down from 99% in 2008).
Why am I seeing the Allen West ad?
How are ads targeted?
Adwords advertisers can specifically target their ads, like the West billboard. Millions of sites use Adsense to make money, so there is many a niche to be found. You can specify what keywords should be on the sites where your ad will be shown, explicitly exclude sites (that might not be favorable to you), and narrow users by their physical location. There are plenty of pre-formatted geographies to choose from, like state, city, county, etc., but you can also draw your own area for the ad to be shown. In this case I’m making an ad to be shown just to people who live and/or work “inside the beltway”:
So to take a long way to answer the question, I am probably seeing this ad because team West is targeting ads toward users in DC who are surfing political-related sites. Good on ya. But, there is one more devious and highly-effective trick that the advertisers may be employing: retargeting cookies.