Strategy
There is no best ad platform, only the best platform for a specific customer at a specific moment. Some platforms catch people who are already looking; others introduce you to people who are not looking yet. A good media plan uses both on purpose.
Google and Microsoft search ads reach people typing exactly what they need. This is usually the first dollar for any business with search demand, because the customer has already raised a hand. AI assistants such as ChatGPT are becoming a second place people ask, which is why AI search visibility now sits beside search ads.
“Capture the demand that exists, then create the demand that does not.”
Facebook and Instagram reach almost every adult in a market and work well for visual offers and local services. TikTok and YouTube reach people through short video and skew toward discovery. LinkedIn targets by job title, company and industry, which suits B2B despite higher costs. Nextdoor reaches neighbors by neighborhood, useful for home services. Streaming TV builds awareness at the household level.
Home
The candidate's home page
The first question an undecided voter asks, answered above the fold.
Record
What the candidate has done.
Issues
Where they stand, plainly.
Contrast
The difference, sourced.
Endorsements
Who supports them.
Plan
What they will do.
Volunteer
Shifts and events.
Donate
One click, the campaign's platform.
Start where intent already exists, prove the numbers, then add a demand channel that matches where your customers spend time. Keep one audience definition and one report across platforms so you can see how they work together rather than competing for credit.
Our media buying service plans and runs the mix across every platform.
Position One
Position One runs paid search, AI search and political persuasion programs from Scottsdale, Arizona for clients nationwide.
Related reading
Strategy
A consultant tells you what to do. An agency does it. Many businesses need both at different moments. Here is how to decide, and what a digital marketing consultant should deliver.
Strategy
Scottsdale has no shortage of marketing agencies. The right one connects every channel to leads and revenue, and tells you exactly how it is paid.
Strategy
Phoenix is the most competitive marketing auction in Arizona. A digital marketing agency here has to win on quality, not budget.
Talk with Position One
Thirty minutes, on video or in person. Tell us about your business or campaign, what you need and when you need it. You leave with a clear next step, a scoped proposal, or a straight answer that we are not the right fit.
