Fast Company Profiles Runyan Campaign’s Use of AdWords and Facebook

In addition to creating a page and overall digital platform with a look and feel as unique as the nontraditional candidate himself, the Runyan for Congress campaign has taken steps to appeal to a broad spectrum of voters, as well as potential donors.

Among those tactics is opening him up to new audiences based on his professional background and his alma matter.

Most recently, the campaign took the online micro-targeting a step forward and invested in Google keywords and targeted Facebook ads, focusing on both geography and consumer interests.  What’s unique is that none of the targeting was focused on political terms, but rather terms that would be of interest to consumers, fans and potential voters who would likely be receptive to Runyan’s candidacy.

The efforts have caught the attention of not just political campaign observers, but also the tech crowd as well.

From a recent profile at Fast Company:

People in Michigan using Google to search for “Shoelace”—the nickname of the current Wolverines quarterback—might see an ad for Runyan over on the side. And on Facebook, if you “Like” the Eagles or popular wide receiver DeSean Jackson or the Eagles’ stadium, and you’re within the geographic area that the Runyan campaign is targeting, you may very well see an ad that runs something like “Jon Runyan was one tough football player. Imagine how tough he’ll be in Congress.”

Read the complete story here: First-Time Candidates Use AdWords and Facebook to Win Out-of-State Cash.