Jim Rutenburg of the NY Times and Steven Levy of Newsweek recently opined that traditional political strategists lack the deep experience in waging online campaigns and are making painful gaffes.
Rutenburg states in Your Ad Here: Web Surprise Hits ’08 Race that the recent “placements” of Mitt Romney’s ads on Gay .com and Obama’s ad on the Amazon page dedicated to the book “The Israel Lobby and U.S. Foreign Policy,” “that jarring juxtaposition of candidate, message and audience highlights how political campaigns are still trying to get a handle on the power of the Internet to communicate with and motivate voters.”
The campaigns are learning the hard way not to participate in advertising networks without knowing specifically what sites their ad will run on. Mistakes such as these not only cost your candidate money, they may well cost votes. And on the internet a story has very long legs.
Levy makes the point in The Search For A Candidate that few of the candidates are using paid search ads effectively or extensively even through they can bring in more donations than they cost to run and that online businesses figured this out ages ago.
As a global search strategist I have overseen paid advertising campaigns that spanned languages, countries and sites that ran into millions of dollars a year. Our paid campaigns were optimized for click through rates and conversions and were precisely targeted so we gave the searcher what they were looking for. As President of a search marketing consulting firm I helped corporations get their online search ad budget and conversions back in order through extensive keyword research and understanding how the paid search ads work, effectively reorganizing, rewriting or rebuilding their paid ad campaigns to cost less and produce more.
I bring the right blend of extensive online search strategy experience and political campaign strategy to ensure you’re on message at the right place and the right time for the optimimum results whether that be for fundraising or promoting your candidate.
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