Tuesday, April 28, 2015

As Social Costs Rise, Will Campaigns Boost Search?

Social media gets lots of political buzz, but cost realities could soon see social ads fighting paid search engine marketing for a share of 2016 campaign budgets, suggests a recent article for MediaPost's Data and Targeting Insider. The cost-per-click price of social ads on Facebook, for example, rose 180% in the first quarter of 2015, which makes those ads more expensive on a cost-per-click (CPC) basis than many search keyword buys, especially on Yahoo and Bing. So how are presidential hopefuls juggling the online channels so far? Per SimilarWeb analysis reported by Laurie Sullivan's Data Insider article, some candidates like Republican Ted Cruz have opted to put more into paid search, yet, so far, those increased search dollars aren't necessarily paying off in site traffic. For example, Cruz, who spent more on paid search than other presidential bidders, reaped the second lowest percentage of search traffic to his website, only 11.28%, behind Democrat Hillary Clinton's 26.95% or even Republican Rand Paul's 19%. Fellow Republican Marco Rubio does get less from search than Cruz, with a mere 7.43% of traffic and most of that (92.87%) organic rather than paid, but Rubio claims the majority of his website traffic from social media, about 25.98%. Meanwhile, Democratic candidates and causes may be interested to learn that 22.72% of Hillary Clinton's website visits come from referrals, mainly from Politics1.com and Mashable.com. And if your campaign is curious to know where to troll for supporters on the web, note that visitors to hillaryclinton.com tend to visit sites in the interest categories of auto buying, computer and electronics, business and industry, and law and government, while marcorubio.com fans distinguish themselves by also frequenting sites in categories such as people and society, and religion and spirituality. For more, go to http://www.mediapost.com/publications/article/248182/political-campaigns-and-the-race-between-social-s.html

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