Posts Tagged ‘adwords’

Using Adwords as an Online Focus Group



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Used properly, Google AdWords is a great source of data about your voters and their sentiment. It’s a tool that can simultaneously reach out to voters while providing research insights about them. And the cost – well, it’s a lot less than paying for a live focus group.

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Saving Money On Your Adwords Campaign

adwords-logoPay Per Click for political campaigns its usually about spending money, but here we’re going to lay out a process to help you spend LESS on your PPC campaign while better targeting the people you want to reach.

The key to an efficient PPC campaign is to not waste money on keywords that have nothing to do with your campaign. Believe it or not, if your ad shows up for an irrelevant search, there are people who will click on your ad, no matter how ‘off’ it is to their intended search.

For example, if you are targeting ‘TinyTown traffic’ to display an ad about how your campaign feels about the situation, there’s a good chance Google might show your ad in a search about ‘TinyTown Auto Dealerships”. This has nothing to do with your campaign, but you will spend money with every irrelevant click – money that would be better spent on more relevant traffic.

To make your campaign more efficient, you’ll want to keep searches containing ‘Dealerships’ from showing your ads. You can set up negative terms by manually adding them through the link way on the bottom of the page under the Keywords tab. That’s a good first step, but there are far more search phrases containing terms you don’t want to target. The only way you will find out about them is after your campaign starts running.

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Using PPC In A Close Election

Need a fast online boost as you near Election Day? Consider starting or ramping up your PPC (pay per click) campaign. PPC is a fast, effective way to pull in visitors and increase your exposure. You can use an ad campaign to go negative on an opponent, positive about yourself – or a combination of both.

Here are a few tips to getting your ads set up quickly and effectively.

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Stop Wasting Money On Your Campaign PPC Advertising!

It’s not that PPC advertising itself is a waste of money (it isn’t!), but not properly optimizing your advertising campaign could be costing you more than you need to spend.

If you are using PPC, you can utilize targeted keyword phrases to ensure your advertisements are only seen by the voters you want. Negative phrases, or keywords, are words or phrases that a person searches where you don’t want to make your ad show up.

For example, suppose you are targeting the term ‘Supervisor for TinyTown’. Your ad will probably appear for searches related to ‘TinyTown Supervisor Election’ and so on.

But what about searches for ‘supervisor jobs’ or ‘supervisor training’? Those terms are not related to your race, and anyone that clicks on your ad will not find what they are looking for. Wasted click, wasted money. When you ads appear for irrelevant searches, they will most likely not be clicked and therefore reduce the click through rates (CTR) of your ads. Thus directly affecting your ad’s quality score and will raise the overall cost per click. (Simply put, the more relevant your ad is on Google Adwords, the less you tend to pay per click.)

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Using AdWords As Your Online Focus Group

Used properly, Google AdWords is a great source of data about your voters and their sentiment. It’s a tool that can simultaneously reach out to voters while providing research insights about them. And the cost – well, it’s a lot less than paying for a live focus group!



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