Government Digital Advertising

At Harvest, we compare digital marketing to the cultivation of a field. Digital advertising is like irrigation and fertilization, which supports the SEO strategy and brings growth more quickly.

The pervasive use of digital devices makes it essential for government agencies to include digital advertising in their communication strategies. By leveraging digital ads, agencies can connect with specific audiences effectively and efficiently, ensuring that their messages reach the people who need them most. Here's why digital advertising is indispensable and how government agencies can strategically apply it.

Why Digital Advertising is Effective for Government Agencies

1. Proactive Problem Solving
   Digital advertising allows agencies to address issues before they escalate. Instead of solely reacting to problems, targeted campaigns can preemptively inform or engage the public, often at a lower cost than traditional methods.

2. Speed and Agility

   Agencies can deploy a highly targeted campaign within minutes and assess its performance within days. Strategies can be adjusted or campaigns halted before incurring significant expenses.

3. Cost-Effectiveness
   Digital advertising is often more affordable than traditional methods, particularly when paired with data-driven decision-making. For example, if the cost per form completion averages $50, agencies can directly measure the success of the investment compared to historical efforts.

4. Action-Oriented Campaigns
   Digital ads are especially effective when tied to clear, actionable goals, such as form submissions, event sign-ups, or service registrations. Agencies can tailor campaigns to drive specific public actions.

Government Search Advertising

Search advertising ensures government messages appear prominently in search results, targeting keywords and audiences relevant to agency goals.

Example: Managing Infectious Disease Outbreaks
A state health department responding to a regional disease spike could:

• Target men aged 18–24 in specific counties searching for symptoms.

• Encourage form submissions for free testing.

• Monitor campaign success with data on searches, clicks, and submissions segmented by location and demographics.

Benefits of Search Advertising:

• Identify how people describe issues or symptoms in search queries.

• Track the geographical spread of interest or concern.

• Measure growth in public engagement over time, such as increased form completions.

Example: Addressing Local Concerns
In cases of local issues, such as feral animal management, search ads can:

• Redirect the public to informative resources and solutions.

• Provide channels for feedback or updates, reducing reactionary government expenditures.

Example: Disaster Response
During crises like floods, hurricanes, or mass shootings, search ads can:

• Direct people to critical updates and resources (e.g., emergency housing, financial aid).

• Promote opportunities to help through volunteering or donations.