While in a previous post we talked about how Obama’s 70 person team for online presence dominated in the area of social media, an interesting reports suggest there were weak parts in his campaign. For instance, when it came to Pay Per Clicks, John McCain brought his A-game.
In fact, as Obama began dominating in traditional media in ways that John McCain could not afford to keep up with, his team began focusing online. At that time his ad impressions jumped by 250%. Furthermore, the McCain camp mobilized quickly to dominate in buying up keywords for PPC ads. For instance, immediately after Obama chose Biden as his running mate, the McCain team put bought up related keywords and had landing pages ready. Similarly, they bought up all keywords relating to “Branchflower,” “troopergate,” and “Palin.” They did this so well that that the actual articles covering this story were burried behind their ads and related websites created to refute the claims against Palin.
The Takeaway:
Quick mobilization and clever keyword choice will assist in keeping the available content available to voters in your control. Be sure to find related words that could similarly drive traffic to your site, or if you are inactive, to your opponent’s website.
