Searching for the Next President: the Internet's Impact on McCain vs. Obama

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September 25, 2008

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Many digital marketers operate in highly competitive industries, but few industries come close to approaching the level of competition present in the 2008 Presidential Election. At AdGooroo, we’ve found that as the stakes get higher, so does the quality of search campaigns. So what better arena could there be for us to study in order to stretch our marketing muscles?

First, the major points: More than five times the amount of traffic is being driven each month to Obama-related sites than to websites focusing on the McCain campaign.

The above is just a small portion of the full report. To continue reading, please complete the download form on the right. This report also contains the following tables and charts:

1. Partisan Domains by Candidate
2. Breakout of Partisan Domains by Position
3. Monthly Traffic to Partisan Domains
4. Monthly Traffic to Partisan Domains (excluding campaign-owned websites)

Excerpt from this special report

Based on internet chatter, one might be led to believe that most of this traffic is the result of grassroots activity. It’s not. Nearly 93% of Obama-related web traffic is going directly to the Obama site (Only 73% of McCain traffic is generated on an McCain-owned website).

And despite the fact that there are 3.5x more pro-Obama websites than pro-McCain websites, McCain is receiving 11% more traffic from grassroots websites (surprise!).

From a search marketing standpoint, both campaigns are roughly equal in the level of sophistication of their paid search programs. The McCain campaign seems to have the advantage in terms of keyword selection, but the Obama campaign seems to be more responsive at targeting topical keywords (such as “lipstick” and “Paulson”).