This is a site that has predominately been about display ads.  For a change of pace, today we are making a foray into search engine marketing. 

So, we asked The Media Trust a few questions about search strategy and what the tearsheets show in the U.S. presidential campaign.

Specifically, what would we see in Indianapolis yesterday morning if we Googled or Yahooed the names Barack Obama and Hillary Clinton (and their variants) with the phrase “Indiana Primary”?

We compared their results (from a browser at an Indianapolis IP) with the ones that the same queries produced at our desk in the DC metro area. We wanted to see where those dollars sent us.

Because hey, Forrest Gump, this isn’t a box of chocolates.  It’s not true that “You don’t know what you’re going to get.”  When your natural search results are not getting your site near the top of the first screen after a search engine query, it is possible to ensure that site is where they want it, when you want it, every time.  Simply open your wallet.

We looked for insights into the search strategies of Clinton and Obama, and their other enemies, and we were not disappointed. 

For instance:  If you were web surfing in Washington yesterday, Hillary Clinton and Barack Obama benefited from paid search on Yahoo when you asked it “Indiana Primary.”  Not so in Indianapolis.

Search term: “Indiana primary” (Yahoo)

Washington DC i.p., April 30:                   Indianapolis i.p., same day

                                                                     

                                  

(Credit: The Media Trust)

   

Of course, they’re not all going to be different.  Paid results on Google for “Barack Hussein Obama” - you would expect this to be a negative query, right? -- kick up the same, loathsome “Barack Obama Exposed” link at www.humanevents.com whether you are in Indiana or DC.

We’re going to continue to parse other “DC” vs. “Indiana” comparisons to see what else is different, on Google and Yahoo, and report back with the findings.

Stay tuned.