The Race for the Presidency on Google

9 March 2016 | | Marketing

This blog goes Stateside with a case study of the some of the SEO and Adwords strategies utilised by the American presidential candidates’ to engage with their voters, with some useful take-aways for Dental Practices in the UK … tenuous, but interesting!

Google has announced the launch of a new feature, which allows (for the moment) presidential candidates to post directly into search results.

It allows the candidates to ‘communicate with text, images and videos directly on Google’.

A search for ‘Hillary Guns’ brings up a top of page one results with direct text from Hillary Clinton’s policy on Guns.

hillary guns

 

You can search for ‘Hillary issues’ and see a list of the top issues such as Abortion, Immigration, Foreign Policy and Taxes.

Both Donald Trump and Ted Cruz receive the same privilege on the search engine giant.

It’s an interesting addition to the results page and we wonder if Google will be obliging with further elections here in the UK. Google states that it’s a feature which is currently available only to candidates, though there are plans to expand its use to ‘other prominent figures and organisations’.

Finding your audience

Somewhere there is an astute search marketer in the Hillary campaign HQ or other office room who has hit the mark with an Adwords campaign focused on providing an answer for the keywords “where to vote” and “how to vote”.

They researched these search terms and predicted their rise presumably confirming this through Google trends over the last two months.

vote

In response to this trend, an Advert targets these search terms. The advert has been seen at the top of the page for search terms such as “Where do I vote in MA”, Voting in MA” and “polling locations”.

hillary ad

 

It’s interesting to see the lack of competition for these search terms. Whilst you could almost forgive the Hillary campaign for taking advantage of this and sending the user to a page featuring details of their policies, with words of encouragement to get out to vote. Instead the landing page provides the user with a simple and useful page which allows them to find out when the primary takes place, and where they can go to vote. An email address is required for this information.

hillary advert

This campaign is a fine example of search marketing coming to life, which can be emulated by brands using the following steps:

Step 1. Be where your audience is

Step 2: Focus on the searcher’s intent

Step 3: Provide an experience that is simple to use (and mobile friendly!)

Step 4: Give the people what they want

Anticipating the moment that searches for voting information would peak in different states, Hillary’s campaign figured out a way to own a piece of the conversation.

Our Elite Pay-Per-Click management package includes real-time Ad creation and assertive campaign strategy to take advantage of this robust form of advertising. A dental practice may wish to take advantage of a local festival, or event, (such as a large wedding fair in the area) that gets a lot of attention online and offer up a useful tool, or simple advertise their service.

The Dental Design team are all AdWords Qualified and are awaiting your call to discuss your online advertising strategy. Call 01202 677277. 

 

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