Using Internet Marketing in Indianapolis to Gauge the 2012 Presidential Election

There’s something interesting about the current struggle for the big seat in the White House—and it’s not red and blue lemonade. Polling data from Real Clear Politics shows that former governor Mitt Romney is ahead of incumbent President Barack Obama by a nose. While Romney broke Obama’s dominance in poll opinion, it’s still anyone’s guess as to who will win the actual election.

Over at the search engine marketing (SEM) industry, the experts have been busy creating their own analysis. While the extent of a candidate’s internet marketing in Indianapolis may not decide the outcome of this year’s elections, it’s worth a quick look anyway. Greg Meyers, founder of SEMGeek.com, teamed up with friends from a pay-per-click (PPC) software firm to do this. The results are rather interesting.

Pay-per-click budgets

Obama surpasses Romney considerably in terms of spending and budget for SEM, most notably PPC. Obama’s campaign website, BarackObama.com, spends an average of $4,500 in daily PPC and enjoys an average of more than 17,000 clicks a day. Romney’s election website, MittRomney.com, spends 24 percent less in daily PPC; and as a result, generated 55 percent less clicks than Obama’s.

It makes you wonder, though, if there is something in Obama’s website that gives it an edge over Romney’s? Aside from the fact that the two candidates exchange blows and mention each other in the Search Engine Results Pages, the way they seem to advocate their websites are different (although a few similarities were detected). Analysis came from experts in the SEM industry.

The pay-per-click war

Both Obama and Romney’s websites had landing pages (when accessed the first time) and home pages (when accessed again). The analysis reported that the Obama-site failed to show ads for his running mate, Joe Biden; while Romney’s showed ads for his running mate, Paul Ryan. But the analysis said the Obama-site stressed its “calls to action,” a missed opportunity for Romney.

Even Meyers agrees with the analysis that Romney’s website lacked consistency in PPC marketing. In the SEM market, text ads present the focus of a particular service or product offer. If it lacks information, it’s not as appealing as it should be. For services such as Indy SEO Firm, search engine marketing in Indianapolis must briefly but concisely describe the content.

Of course, PPC doesn’t determine the winner. That’s something for the American people to decide. Just remember to vote wisely.