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Top Seven Things to Know Before Running Political Ads on Meta for the 2024 US Elections



Running political ads on Meta platforms (Facebook, Instagram) can be a powerful way to reach voters, but the process involves navigating a complex set of rules and regulations. As the 2024 US elections approach, it's crucial to understand the key aspects of running these ads effectively and legally. Here are the top seven things to know before you get started.



1. Approval Process


Identity Verification

Before running any political ads, you'll need to go through an identity verification process. This involves submitting government-issued identification and proof of your address. For organizations, notarized documents may be required.


Ad Authorization

In addition to verifying your identity, you must get your ads authorized. This includes specifying who paid for the ad and providing additional disclaimers. This process can take several days, so plan accordingly.



2. Ad Content and Disclaimers


Transparency Requirements

Meta requires all political ads to include a disclaimer stating who paid for the ad. This transparency measure helps users understand the source of the information they are seeing.


Accurate Information

Ensure that all the information in your ads is accurate. Meta has strict policies against misinformation, and ads found to contain false information can be rejected or removed.



3. Surge Pricing


Increased Costs

Be aware that advertising costs can surge during peak political advertising periods, particularly close to election day. This surge pricing is due to the increased competition for ad space.


Budget Planning

Plan your budget accordingly to account for these potential cost increases. It's advisable to allocate extra funds for the final weeks leading up to the election when prices are likely to be highest.



4. Targeting Restrictions


Limited Targeting Options

Meta has implemented restrictions on how political ads can be targeted. While you can still target based on age, gender, and location, more specific options, such as interests and behaviors, are limited.


Broad Audience Strategy

Given these restrictions, consider adopting a broader audience strategy. Focus on key demographics and geographic areas that are critical to your campaign, and tailor your messaging to resonate with these groups.



5. Ad Library and Public Scrutiny


Ad Library

All political ads on Meta are archived in the Ad Library, where they are publicly accessible. This archive includes information about how much was spent on each ad, who paid for it, and the demographics it reached.


Public Accountability

Be prepared for public scrutiny of your ads. Ensure that your content is not only compliant with Meta’s policies but also aligned with your campaign’s values and messaging.



6. Compliance with Regulations


FEC Guidelines

In addition to Meta’s policies, ensure your ads comply with Federal Election Commission (FEC) guidelines. This includes regulations on funding, disclosure, and reporting.


State and Local Laws

Be aware of state and local laws that may affect your advertising. These laws can vary significantly and may impose additional requirements or restrictions.



7. Monitoring and Optimization


Performance Tracking

Regularly monitor the performance of your ads. Use Meta’s Ad Manager to track key metrics such as impressions, click-through rates, and conversions.


Continuous Optimization

Based on your performance data, continuously optimize your ads. Adjust your targeting, creative elements, and budget allocation to maximize effectiveness and return on investment.



Conclusion

Running political ads on Meta platforms requires careful planning and adherence to a variety of rules and regulations. By understanding the approval process, budgeting for surge pricing, navigating targeting restrictions, and ensuring compliance with all relevant guidelines, you can effectively leverage Meta’s powerful advertising tools to reach voters and make an impact in the 2024 US elections. Stay informed, stay compliant, and optimize your strategy to achieve the best results for your campaign. If you require assistance with running political ads on Facebook or Instagram, please do not hesitate to reach out and schedule a discovery call.


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