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Obama dropped $1m on Google search

Yikes. Via Ken Wheaton at AdAge and Mark Walsh at MediaPost here's a quick update on an earlier post on the use of search ads in the 2008 campaign:

BARACK OBAMA AGAIN FAR SURPASSED Democratic rival Hillary Clinton in online ad spending, according to the candidates' latest spending reports filed with the Federal Election Commission.

The Obama campaign spent more than $1 million with search giant Google compared with only about $67,000 by Clinton during February. The $1 million paid to Google in February was also more than a 10-fold increase over what his campaign had spent with Google in January.

The big jump in search spending by Obama could be tied to the Super Tuesday primaries that took place on Feb. 5 in 24 states.

Obama also continued to outspend Clinton on Web portals and social networking sites. The campaign designated $4,900 to Facebook, for instance, which has been a major source of online support for Obama from the start of his campaign. Obama also paid $99,341 to Yahoo and another $58,000 to Yahoo Search Marketing.

Clinton, by contrast, spent only $9,186 with Yahoo.

To varying degrees, it seems evident that both campaigns have seen the work our New Politics Institute has done on online advertising, particularly paid online search advertising. To learn more, be sure to come to an event we're holding on May 9th to discuss the role new tools like search have played in the presidential nomination process and that they can be expected to play in the general election in the fall.

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