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Google, Yahoo, Microsoft Search Advertising to Decide President?10th September 2008 10:39 am Research from American Search marketing comnpany Didit’s, has found that “nearly 7% of those surveyed reported that were likely to change their vote before the election.” This alone may not be particularly surprising. However, there is no record of which advertising accounts on Google, Yahoo and Microsoft are driving traffic to which sites, meaning any individual corporation, PAC, candidate or political party could be buying ads, sending clicks to any site. “With no restrictions on how much an individual or political action committee can spend buying search terms, and no record of who is buying the ads, the candidate with the most sound search strategy could end up swaying the remaining undecided voters and winning the 2008 election,” stated Kevin Lee, CEO and co-founder of Didit. With its unprecedented influence, the Internet has facilitated political discourse and debate like no other medium before it. Millions of highly engaged citizens are going online to get information about candidates and communicate opinions. To further examine how the Internet, and search engines in particular, shapes the public’s perception of those running in the upcoming presidential election, Didit Labs, the research group at search marketing firm Didit, today released the results of a survey exploring the relationship between online search behaviors and participants’ political attitudes and preferences. Survey participants indicated that they mainly gather information on the candidates through a combination of news sites, candidate’s websites and search engines, with more than a quarter of respondents utilizing sponsored links that appear on the search engine results page. The closeness of this year’s presidential election — a recent CBS News poll “As we near Election Day with a remarkably even presidential race, an enthusiastic and interested population will turn to search engines for as much information as possible,” said David Pasternack, Didit’s President. “The battle to influence these people has already begun, and is likely to intensify markedly in the next 60 days.” Didit’s survey revealed that search is a highly effective way of targeting the coveted 7% of potential swing voters, and that a measurable correlation exists between the links selected after entering a search and the probability of a change of opinion about a candidate. People most likely to change their opinions are those who select links that favor the opposition. A 40% increase in the likelihood of an opinion change was the result of this action. The second most influential search ads were those opposing the candidate of choice. Selecting a link that denigrates the favored candidate increases the likelihood of a change by 31%. The survey revealed that opposition-related keywords have only a slight effect on changing voters’ opinion while praising oneself is the most persuasive action. The survey, reached via a sponsored link, was completed by 1,447 participants. Over 95% of participants are already registered to vote in the upcoming election. Would you like to know more about Google, Yahoo or MSN Search Marketing? If so, contact Hit Search, SEO and Google adWords qualified PPC specialists, on 0845 643 9289. Remember, its a big world out there, make sure you become visible. Leave a ReplyOther Related Stories That May Be Of Interest:
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