Late-Deciding Voters and Last-Minute Search Advertising
Cross-posted on techPresident
Political campaigns typically use search advertising primarily for long-term list-building, but with a big chunk of February 5th voters apparently still undecided, shouldn’t targeted search ads be an effective way to reach people who are still making up their minds?
Here’s why: if X percentage of primary voters in a given state haven’t picked a candidate three days out, you can bet that a good chunk of them are naturally going to turn to the internet for information to help make a decision. And since most online quests start at a search engine, search advertising would seem to be a natural way to get to those potential supporters directly and at the moment they’re thinking about voting. Geo-targeting, keyword-targeting and the fact that search ads are pay-per-click makes this strategy cost-attractive — you can concentrate resources on voters in particular states or metropolitan areas, and you only pay when you actually get a voter contact (i.e., when someone clicks).
Add comment January 25th, 2008 Trackback Bookmark on del.icio.us
