The appearance of search ads in 2008 campaigns

Submitted by Travis Valentine on 4/11/07

Google someone in politics and you’re likely to see something similar to this: an official website, a link to a Wikipedia entry about them, and few (if any) sponsored links to the right or at the top. That seems to be the standard, except in the case of the average 2008 presidential candidate, who, with search ads, brings you to see what they want you to see.

Below are examples of what search ads are doing for two candidates with a good internet presence:

  1. Google Hillary Clinton and the first site that comes up is "HillaryClinton.com" with sub-links of the site that would take you to the "About" section. On the right side, where the paid links are, the first link is to "Clinton on YouTube." Below that? "Barack Obama in 2008."
  2. Google John McCain and the first site that comes up is John McCain’s Senate website. Above the news, highlighted in yellow, is another paid link, "John McCain 2008." To the right? "Mitt Romney in 2008" and a site that comes up on all of the Google searches for GOP candidates who have declared (as well as Hillary Clinton) "JoinRudy2008"

What does this mean? Why is this important? Well, like our New Politics Institute says:

"If the Internet is a new media like broadcast television in the 1960s, then search is the TV Guide of this era, the way to find all the content, and paid search is the most powerful and effective way to advertise."

As noted in the examples above, search ads are becoming increasingly helpful. For candidates and organizations who want their voices and issues made readily available to the general public, or a more targeted audience, search ads are an easy way to go. As our report mentions, it only makes sense for those in politics to utilize what search has to offer, especially since millions of Americans continue to be exposed to new tools allowing them to be involved.

At this point, it seems like most search ads will be dedicated to inform people about the various candidates and sometimes their opponents; but it is encouraging to see that the advice of NPI is paying off, as campaigns are incorporating this tool into their overall internet strategy.

(I'll be updating this post as the campaign progresses.)

For more information on NDN's coverage of the 2008 Presidential election, click here.