Political campaigning and advertising has undergone significant transformation around the world with digital media playing an increasingly critical role. The Canadian political landscape is not an exception to this trend. Facebook, being one of the most popular social media platforms in the country, has emerged as a potent tool for political advertising. As a Digital and Social Media Marketing Agency for Political Campaigns, we empower civic and political campaigners to reach and engage millions of Canadians. In this post, we’ll cover everything you need to know about Facebook political ads in Canada.
What are Facebook political ads?
Facebook political ads are one of the most effective ways to put your campaign message in front of voters. These paid promotions feature text, images, slideshows, and or videos as content types. These elements can be served as ads to a variety of audiences based on their demographic indicators, location, interests, online behaviours, and a combination of these profile characteristics.
Users can see Facebook political ads in their news feeds, stories or on the advertising sidebar, which gives a political campaign maximum visibility. While Facebook traditionally offers its advertisers a variety of ad formats (types and sizes) and inventory – all the places where advertising can be shown, the options are a bit limited when it comes to political ads. This is primarily due to Facebook’s political ad guidelines and the need to comply with laws made across different parts of the world. Currently, Facebook can show political ads in the following formats across mobile, desktop, and other devices in Canada:
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- Feeds: Ads appear in a user’s main/home page news feeds on Facebook and Instagram
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- Stories: Ads appear in the user’s Instagram story
Facebook’s vast understanding of its user base and its capable online platform offers a mix of ad placements and content types. Political campaigns can leverage this to reach voters in a measurable, effective and affordable manner. Whether you’re promoting a candidate, a party, or raising awareness on a social/civil or political issue, Facebook political ads are a valuable tool. These ad campaigns can help you connect with potential voters and make a lasting impression.
Does Facebook allow political ads in Canada?
The answer is yes – but there are a few important things to keep in mind. To comply with Bill C-76 requirements and Facebook’s guidelines, all political ads must include a “paid for by” disclaimer. Additionally, these ads must be managed by a person or organization authorized to run political ads in Canada. It’s also important to note that Facebook has a zero-tolerance policy for ads that contain false information or violate community standards. Most importantly, any such ads in violation are removed or suspended by Facebook. By following these rules, you can ensure that your campaign stays in compliance and your ads reach your intended audience.
What do you need to run Facebook political ads?
Running Facebook political ads in Canada requires a bit of setup, but with the right tools and know-how, it can be a highly effective way to reach potential voters. To get started, you’ll need a publicly-visible Facebook page and a Facebook Ads account. Additionally, you also need identity verification and authorization to run political ads. This includes providing a government-issued ID, proof of residence, and proof of authorization to run ads on behalf of a political entity.
Mastering the know-how of online advertising is crucial, especially in complex and budget-conscious environments like a political campaign.
How popular are Facebook political ads in Canada?
With the rise of social media, Facebook political ads have become a popular way for political parties to reach voters in Canada. In fact, during the latest Federal elections in Canada, Facebook was the most popular platform for political ads. The total spending on Facebook advertising by all political parties combined exceeded C$6.7 million between June 17th and September 14th, 2021. As a Digital and Social Media Marketing Agency for Political Campaigns, we help political candidates and organizations leverage Facebook’s massive user base and targeted advertising capabilities to engage voters effectively. With Twitter and Tiktok taking a stance against political advertising and Google allowing restricted advertising in Canada, Facebook remains one of the only major social media platforms readily available for running such ads. This further cements its role in the realm of digital politics.
What about cost and budget?
If you’re considering using Facebook ads for your political campaign in Canada, costs and budgets are important factors. The cost of Facebook political ads can vary widely depending on factors like your target audience, the duration of the ad, and how much competition there is for ad space. But the good news is, you don’t need a huge budget to get started. In fact, you can set a budget for your campaign for as little as $5 per day. Facebook uses a bidding system to determine the cost of ads, so it’s up to you to decide how much you want to spend.
Other critical factors that influence the cost are the size of the target audience in a given riding and the level of government the election campaign is for. For instance, in a municipal election with fewer candidates, the cost may be lower than in a federal election with more competition for the same voter base. Ultimately, it’s important to keep in mind that the cost of Facebook political ads can be influenced by various factors. However, with careful planning and budgeting, you can reach your target audience without breaking the bank.
What are the must-know rules and guidelines?
Facebook takes political advertising in Canada very seriously and has established clear rules and guidelines to ensure transparency and integrity in the process. Before running any political ads, advertisers must comply with Facebook’s community standards and advertising policies. Additionally, advertisers must disclose who paid for and authorized the ad. To help maintain transparency, Facebook also maintains a searchable ad library where users can view all political ads that use its platform. It’s essential to stay up-to-date on Facebook’s rules and policies regarding political ads to ensure compliance and avoid any penalties or removal of ads.
Facebook political ads can be a powerful tool to reach potential voters in Canada, but navigating the platform’s advertising policies can be a challenge. Partnering with a professional agency like EOK Consults can help you create effective targeted and compliant ads. A trusted agency like EOK Consults can help build campaigns that resonate with your audience, without wasting time and money on trial and error. With our expertise, you can focus on connecting with voters and driving results, while we handle the complexities of Facebook advertising and deliver winning campaigns.
