The clever thing Is they’re pushing all the buttons, targeting the left & the right separately and the center and fermenting agro between the different groups to generate chaos. Look at the libtard vs MAGA debates on twitter, They despise each other. To the point where you have republicans wearing tees with “i’d Rather be a Russian then a democrat” moniker. Or the general “I feel sorry for conservatives, they’re so stupid” tone of tweets. You now have GOP senators excusing Kananaugh for attempting rape because ah sher every did that back then - and you know if it was a democrat they would have an entirely different opinion.
Also going after the floating voter, saw one ad they used in brexit which was targeted at center leftie people, saying the eu’s agricultural policies make it harder for African farmers to make a living. Reasonably subtle content and might just ping something in someone. Then you have trolls on the guardian (for example) repeating the same lies again and again, it’s a persuasive tactic imho. Maybe not for people who have a strong opinion but for people who don’t really follow politics closely. Something small could sway them almost without them knowing it.