Comments on: Keeping Up with the Changing World of Media Buying and Online Advertising http://www.epolitics.com/2007/08/17/keeping-up-with-the-changing-world-of-media-buying-and-online-advertising/ dissecting the craft of online politics and online advocacy Wed, 08 Feb 2012 17:25:41 +0000 hourly 1 http://wordpress.org/?v=3.0.4 By: Stan http://www.epolitics.com/2007/08/17/keeping-up-with-the-changing-world-of-media-buying-and-online-advertising/#comment-119831 Stan Sat, 18 Aug 2007 14:53:05 +0000 http://www.epolitics.com/2007/08/17/keeping-up-with-the-changing-world-of-media-buying-and-online-advertising/#comment-119831 Re: the last item about buying Keywords on Google. This tactic was a very big deal in this year's French presidential campaign. Sarkozy's party used it to great effect (recruited supporters in the hundreds per day at dirt-cheap rates). So, drawing on that experience, let me speculate about what's going to happen next in the U.S: - candidates will get a clue and start buying Adwords with their name, but also the name of their opponents (hint: the latter won't like and will take it out on Google) - everytime there'll be big news (hurricane, breaking news, Paris Hilton's latest...) which tends to draw lots of eyeballs to Google, expect the whatever-happened-today keyword to point to the page of a candidate's site with his/her position on the topic du jour - opponents will urge their supporters to engage in whack-an-adword games (also known as click fraud) to cost as much money per click as possible to the other campaign and drive up cost of acquisition of a new visitor to the advertiser's site. Hint: there's something quirky about Google Adsense's algorithm that actually makes the ad even more relevant, thus visible to web surfers when lots of people click on it, making the manoeuver counter-productive over time. - Every time candidate A will say something bold or stupid, expect a google adword to appear with that very statement, and a direct link to some YouTube video showing a different statement exhumed from the past. Wanna bet on this? ;-) Re: the last item about buying Keywords on Google. This tactic was a very big deal in this year’s French presidential campaign. Sarkozy’s party used it to great effect (recruited supporters in the hundreds per day at dirt-cheap rates). So, drawing on that experience, let me speculate about what’s going to happen next in the U.S:

- candidates will get a clue and start buying Adwords with their name, but also the name of their opponents (hint: the latter won’t like and will take it out on Google)
- everytime there’ll be big news (hurricane, breaking news, Paris Hilton’s latest…) which tends to draw lots of eyeballs to Google, expect the whatever-happened-today keyword to point to the page of a candidate’s site with his/her position on the topic du jour
- opponents will urge their supporters to engage in whack-an-adword games (also known as click fraud) to cost as much money per click as possible to the other campaign and drive up cost of acquisition of a new visitor to the advertiser’s site. Hint: there’s something quirky about Google Adsense’s algorithm that actually makes the ad even more relevant, thus visible to web surfers when lots of people click on it, making the manoeuver counter-productive over time.
- Every time candidate A will say something bold or stupid, expect a google adword to appear with that very statement, and a direct link to some YouTube video showing a different statement exhumed from the past.

Wanna bet on this? ;-)

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