RKG queried Google and Yahoo for terms related to the 2006 US midterm elections from November 3, 2006 to November 6, 2006. They found:
- There are few political advertisers using pay-per-click search engine marketing
- Political pay-per-click advertisers use Google and not Yahoo Paid Search
- Most prevalent advertisers within this query set were Accoona (search engine), Gather.com (social network), CafePress (retailer), and GOPSenators.com (National Republican Senatorial Committee)
- Red ads outnumbered Blue ads 2:1
- Blue ads were 3x more likely to be negative than Red ads
- President Bush was not mentioned in any ad
- Iraq and Al-Qaeda were mentioned only twice in ads
- Only two ads linked directly to videos
- Blue ads were longer than Red ads
- The length of words in blue and red ads were the same
- Blue ads were more likely to include an exclamation point
- Red ads were more likely to contain a question mark
We believe political pay-per-click advertising is in its infancy . . . we predict campaigns and political action committees will move aggressively into paid search advertising as a marketing channel in future elections.Red = pro-Republican or anti-Democrat
Blue = pro-Democrat or anti-Republican
Tags: PPC advertising, political search engine marketing, 2006 US midterm elections, The Rimm-Kaufman Group
1 comment:
This is absolutely fascinating. You would think the Blue Team would be more up to snuff online, but on the countrary. Great entry.
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