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Topics: Branding, Advertising, Google

If You Aren't Using Search Ads, Are You Even On The Internet?

While not as sexy as pre-roll video ads or as eye-catching as a well-crafted display ad, search ads are still an incredibly important form of online advertising. 
You know what search ads are, right? Those are the ads that appear when you perform a search on Google, Bing, or another search engine. No one types out URLs anymore, not when search engines are so fast. As a result, search engines have enormous control over directing traffic to particular web sites.

You type a query for "russell wilson jersey" into Google and it will return a listing of pages that match your search terms. At the top of that page, though, will be relevant advertisements for the NFLShop and Nike Store pages for your coveted #3 jersey. For those advertisers, the $5 they spent for your click turned into a $100 purchase. On top of that, they also collected your email address for future direct marketing! 

This concept seems simple, but it's an incredibly effective way of getting the right ad in front of an engaged consumer. Political campaigns have different goals but they can wield search advertising just as effectively as Nike. 

Search ads help to ensure that your campaign is discoverable by interested donors and supporters, enabling you to build up your lists well in advance of the election. Think of this as "digging the well before you're thirsty." It's an investment that will pay huge dividends in the end. 

Beyond list building, search also allows you to exercise some control over branding. When your candidate is searched for, your ad can be displayed first. You can also use search ads to highlight policy positions, or to direct traffic to special pages when your opponent's name is queried. 

If your candidate's name is difficult to spell, targeting common misspellings can help to ensure that interested voters always find the right site. For example, queries for "curt loodhart 2016" or "luphard for president" will always land voters at Luidhardt2016.com.

There is no better time to invest in search advertising than early in an election cycle. Our advertising team at The Prosper Group is certified by Google as experts who can get you started. Get in touch with us today.

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