How These Online Ads Predicted Trump’s Victory

Last week I was driving through my little beach town in Southern California.

This area is wealthy and historically very conservative in comparison to the rest of California.

So I found it interesting passing big house after big house that I wasn’t seeing a single political sign in support of Trump.

I thought, “Rich, Republican-leaning neighborhood. No open support for Trump. This is going to be a landslide.”

Obviously, I was wrong and in hindsight I feel silly.

Anyone with a job that involves online advertising and marketing, like mine, should have been able to predict a close race.

Here’s why:

Typically, advertisers and marketers go where their customers go. They follow the desires of the market, not the other way around.

In my Friday Copy Over Coffee newsletter I identify advertising strategies that smaller, lesser-known companies and brands can use in their digital advertising. (My audience is comprised of small businesses, entrepreneurs, and freelance copywriters.)

Naturally, I find the ideas that help my audience most come from other lesser-known brands. It makes sense to model companies that have the same brand awareness level as you.

And what I’m noticing in retrospect is just how much money these lesser-known companies have been spending on advertising.

A lot of the top advertisers (dollars spent) on Google and the content networks like Yahoo Gemini Native, Outbrain, Taboola, and Revcontent are small brands and companies you’ve never heard of.

Yet, they’re consistently spending as much, and in some cases more, than big brands on ads.

Further, because these smaller companies aren’t “brands you’ve heard of” they’re tasked with creating ads that quickly provide a ROI. In other words, they’re not looking to build brand awareness.

These small companies can’t afford to use typical brand advertising strategies.

They need to identify the message what will immediately attract attention and then use sales tactics that will turn that attention into a sale RIGHT NOW.

One of my first mistakes was simply not paying attention to the volume.

I was only looking at their messaging and saying, “Okay, they’re appealing to their ideal market. This is what their small niche market wants to believe.”

But it turns out that this market isn’t niche at all! The volume was right in front of my face and I didn’t see it. They’re spending just as much and getting just as many clicks as other advertisers.

The Message

Which brings me to their message – a message that obviously appeals to a large percentage of the American population.

A message that just so happens to align with Trump’s.

The message: Big government, “the establishment”, is corrupt and broken. They’re keeping you poor. They’re wrecking your health. And so on.

Before the election started heating up this message focused on Obama or just simply the government.

Ads like these below:


revcontent-obama-donald-trump-article

revcontent-congress-donald-trump-article

outbrain-ad-example-donald-trump-article

As election day grew nearer, blame shifted from Obama to Hilary – the obvious choice. She represented “the establishment” in this election.

Adbeat estimates that HSIOnlineOrders.com spent $216.2K on ads like these below in the last 105 days alone:


revcontent-hilary-donald-trump-article

revcontent-hilary-2-donald-trump-article

Ads with Trump in them looked a little different:


donald-trump-mortgage-trick

Again, advertisers with ads & messages like these consistently have been among the biggest spenders across multiple online networks.

The volume is there staring us in the face.

This anti-establishment message no longer resonates with a radical minority… it’s damn near popular opinion.

On top of that, there’s another (somewhat) new market filled with demographically similar consumers — The Prepper or Survival market.

A large group of Americans believe that America as they know it is coming to an end (according to this article they might be right).

It’s clear that a large segment of our population is concerned about disease, terrorism, or some world-changing disaster. In 2011 one of the largest direct response campaigns of all time carried the headline: End of America.

The prepper market advertisers can be found spending big bucks across all the various ad networks as well:

google-tactical-flashlight-trump-article

revcontent-survival-ad

While not all Prepper products are sold through political messaging, their correlation with anti-establishment and Trump’s platform is pretty easy to see.

Gun rights, distrust of government, etc.

When it comes to demographics, the typical consumer of these anti-establishment and Prepper products is a 50+ white male, middle-class, and often from the center of the country.

Older white middle-class dudes get out and vote. So percentage-wise, when it comes to voting, they grow even larger in comparison to the whole of this country.

Again, what I think most people including myself missed was just how large and “mainstream” this demographic has become.

Donald Trump saw it and tapped into it.

And the direct response marketers knew it before most of us could see it.

What To Do Next

How Tyler Vawser Quit His Job & Went Full-Time As A Marketing Consultant

Tyler Vawser

In this interview you’ll learn…

  • How Tyler first started his side business
  • How to build skills while getting paid at the same time
  • How Tyler quickly became the “Aweber guy”
  • Tyler’s time management advice for juggling a 9-5 & side business
  • Tyler’s recommendations for billing clients in the beginning
  • How to overcome fear when putting yourself out in the world
  • How Tyler confidently went full-time as a marketing consultant
  • Tyler’s interesting method for getting referrals

Follow Tyler on Twitter: @TVaw

Time Sensitive Info:

Tyler is currently working with Noah Kagan who has launched Email 1k – a free 30-day course on growing email lists. This closes on October 12th so sign up now.

Mentions:

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Adventures In Cold Email Lead Generation With Rob Hanly

Here’s an interview I did with Rob Hanly.

What’s awesome in this interview besides everything?

  • his lead generation tactics via cold emails
  • how he handles his own version of the marketing audit
  • how he’d build a website if he started over as a new marketing consultant
  • how Rob structures his deals

Want a step-by-step 30-day training course on getting your first 4-figure client? INCLUDING: a proven cold email lead generation strategy & template?

After I published this interview, Rob got hit with a ton of questions from Cartel members. They all LOVED his cold email lead generation strategy & his marketing audit tactics.

Rob felt like he could go deeper and teach more about what he does… so like any good enterprising entrepreneur… he’s going into product creation mode!

Rob is currently creating a 30 day, step-by-step autoresponder training course on how to start with nothing & get your first four figure client. The emails will be sequential, each building on the last, and each containing an assignment that you’ll need to complete before moving to the next day. This will add an extra bit of accountability and structure that the training materials within the Cartel doesn’t have.

You can think of Rob’s training as an accountability add-on to the Cartel.

The 30 days of emails will cover:

  • Finding your niche to consult to
  • Finding a personal positioning for that niche
  • Finding potential target customers in said niche
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  • Following up
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The training will have short, simple missions that push you closer to your goal.

Does this sound like something you’d be interested in?

If so, jump on the early-bird list below. When the materials are ready, 1) you’ll be the first to know & 2) you’ll get a big discount.