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Parties’ new battleground: Google

line Parties’ new battleground: Google

Politico

February 23, 2009

By: Patrick O’Connor

[Print and Online]

Excerpt:

Using search terms also gives political operators greater flexibility to tailor their campaigns on specific issues or in particular geographic regions.

“Unlike print or radio or TV, if something changes, we can change it on the fly,” said Thomas Keeley, the online marketing coordinate at FreedomWorks.

Case in point: Keeley’s group crafted 49 separate ads targeting Blue Dog Democrats, creating a geographic region for each Google search and separate text catered to each lawmaker and district. If one of those members switched his or her votes, the group could immediately change a critical ad to a “thank you,” or vice versa.

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