By Adam Pagnucco.
County Executive candidate David Blair wants you to know that the Washington Post has endorsed him. Wait, that doesn’t do it justice. He really, REALLY wants you to know that. Why do we say so? Because he may have purchased the most expensive Facebook ad in the history of MoCo politics to publicize it.
Most Facebook ads from state and local candidates cost less than a hundred bucks and run for a few days. The more you pay, the bigger the audience, but there is considerable variability in exposure and targeting. Still, a $50 ad on something good is a cheap way to get your name out there. If every exposure costs two cents (a VERY rough guesstimate with a lot of spread), that fifty bucks could get you on 2,500 feeds and draw a few dozen interactions.
The exact stats on ad cost and engagements are available only to the advertisers. But Facebook has a political ad tracker that reports stats in ballpark ranges. Here’s a report of an ad that Council Member George Leventhal is running on his hilarious Avengers-themed campaign video. He spent up to $100 on the ad and it showed up on 5,000-10,000 feeds. (The actual people count will be less because some will have seen it more than once.) This is a very typical ad in MoCo politics.
Now here is the ad Blair is running on his Post endorsement. The report indicates that he spent between $10,000 and $50,000 and it showed up on more than a million feeds.
By the standards of MoCo politics, that’s unheard of. Even David Trone rarely spends more than $1,000 on his Facebook ads. We know of one ad – on men’s mental health – on which Trone spent between $1,000 and $5,000, receiving between 10,000 and 50,000 impressions.
So if you live in MoCo and have a Facebook account, we bet you know that David Blair has been endorsed by the Washington Post. And if you didn’t, well… you need to log in!
Disclosure: Your author supports Roger Berliner and spends way too much time on Facebook.