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How Scott Brown Used Google to Get Results in Mass. Election

Posted on January 20, 2010
Filed Under SEO | 1 Comment

A Good lesson on how to apply Google search and SEM:
By Jennifer Valentino

Politics aside, you can count Google as a clear supporter of at least one aspect of Republican Senate candidate Scott Brown’s campaign — the use of online media. “He has definitely run a model campaign,” Google spokesman Galen Panger said in an interview with Digits. “He has really adopted every single tool in the Google arsenal.”

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U.S. Senate Republican nominee Scott Brown signs a hat while campaigning Monday in downtown Boston.

There’s been a lot of news out today about how Mr. Brown has used social networking tools to help his campaign against Democrat Martha Coakley for a crucial Senate seat in Massachusetts. But amid all the talk of Twitter and Facebook, a slightly less sexy but still powerful tool has often been overlooked — the campaign’s groundbreaking use of Google to drive volunteers and voters.

Beginning Thursday, the Brown campaign began what’s known as a Google network blast, an advertising tactic that floods Google content network Web pages in a particular geographic area with display ads from one advertiser. “If you were in Massachusetts, pretty much all day every day you would see a Scott Brown ad,” Mr. Panger said, adding that earlier ads encouraged people to volunteer for the campaign, while later ones focused on getting out the vote.

Kate Kaye, writing for ClickZ, points out that this type of advertising could be crucial for a campaign that began the race as a clear underdog in terms of both financing and voter registration. She quotes Mindy Finn, a digital campaign consultant, as saying: “‘When you need to conserve funds, targeting becomes extremely important.’”



One Response to “How Scott Brown Used Google to Get Results in Mass. Election”

  1. Steven Rothberg on January 21st, 2010 9:39 pm

    You’d think after Obama’s amazing use of mobile marketing that all candidates would embrace tools such as Twitter, Facebook, Google AdWords, cell phone text messaging, and the others yet we continue to hear that one candidate had a huge advantage over the other in their use of new media. When will these guys (and gals) wake up?