The Rimm-Kaufman Group conducted a small study on how the US Senate candidates and campaigns used Google AdWords this weekend to “swing Senate races” in the last minute hustle and bustle. Here is a quick punch list of ‘take aways’ they sent me from the study:
* “Red” ads (pro-Republican or anti-Democrat) outnumbered “blue” Ads (pro-Democrat or anti-Republican) two-to-one.
* Blue ads were three times more likely to be negative than red ads.
* The most prevalent advertisers within this query set were Accoona (search engine ), Gather.com (social networking), CafePress (retailer), and GOPSenators.com (National Republican Senatorial Committee).
* No campaign ads referenced President Bush. Iraq and Al-Qaeda were only mentioned only twice (stopidioticforeignpolicy.com, against Jim Webb)
* Only two ads linked directly to videos (against George Allen: “macaca” and prescription drugs).
* Blue ads were more likely to include an exclamation point. Red ads were more likely to contain a question mark.
* What struck Rimm-Kaufman Group most was how few political organizations are using Google…. And Yahoo, practically zip.