SOURCE: Rimm-Kaufman Group

November 13, 2007 04:00 ET

Pay-per-Click Search Severely Underutilized by Presidential Campaigns

Voters Are Searching for Candidates on Google & Yahoo but Majority of Campaigns Not Responding

CHARLOTTESVILLE, VA--(Marketwire - November 13, 2007) - With the 2008 presidential election just 12 months away, the Rimm-Kaufman Group today released initial results from Search and Politics '08. This study, part of an ongoing series on paid search advertising in the U.S. electoral process, is available online at www.rimmkaufman.com/election08.

The Rimm-Kaufman Group analyzed paid search ads placed by presidential campaigns on over 25,000 Google and Yahoo searches since February 2007. Pay-per-click was predicted to play a significant role in presidential advertising for the first time in '08. Despite widespread use of search by voters researching candidates, campaigns have yet to respond.

Highlights of the 37-page report include:

--  Less than half of 2008 presidential contenders are using paid search
    advertising.  While businesses have discovered the effectiveness of paid
    search, many U.S. presidential campaigns have not.  Less than half (44%) of
    the major presidential campaigns ran search advertising on their
    candidate's names on Google and Yahoo in October.  Even fewer are
    advertising searches related to key campaign issues.
--  More Republicans are using paid search advertising than Democrats.  5
    of the 8 major Republican candidates are running ads, versus 2 of the 8
    major Democratic candidates.  Republican candidates have run more than 3
    times as many ads as Democrats.
--  Google (YouTube) is a major advertiser on political queries.  YouTube,
    Google's video sharing site, is the most prevalent advertiser in the study,
    occurring on 11.5% of political queries over the period.
--  The mud-slinging has not yet begun. To date, negative advertising is
    virtually non-existent, with only 0.11% of the searches (27 out of 25,610)
    in the study returning negative messages.
--  Political campaigns lack sophistication as paid search advertisers.
    Presidential campaigns do not appear to be using best practices for search
    advertising, techniques widely adopted by online retailers.  These
    techniques include tracking conversions and cost, optimizing bids, and
    testing copy and landing pages.
    

About The Rimm-Kaufman Group: The Rimm-Kaufman Group LLC is a online marketing agency based in Charlottesville, Virginia. We help major online retailers run large-scale pay-per-click search marketing campaigns effectively. We provide web effectiveness consulting to help clients better convert their website traffic.

Reach us online at www.rimmkaufman.com, or call us at 434.970.1010.

Rimm-Kaufman Group
2300 Commonwealth Drive
Charlottesville, VA 22906
www.rimmkaufman.com/election08

Contact Information

  • Contact:
    Steve Bosley
    The Rimm-Kaufman Group
    Phone: (434) 970-1010, x 105
    Email Contact