Who Says the [Google] Surge isn't working?

  |  April 3, 2009   |  Comments

A little side-note gleaned in my reporting on Scott Murphy's New York Congressional campaign employing the rarely-used "Google Surge" or "Network Blast" tactic : Eric Frenchman -- the man behind the McCain camp's now award-winning online advertising strategy - says he came up with the term "Google Surge," after employing the carpet-bombing style display ad tactic for Bobby Jindal's congressional campaign in 2007, and for McCain's camp when targeting Ohio and Florida voters


ClickZ_Campaign08_katefinal.jpgA little side-note gleaned in my reporting on Scott Murphy's New York Congressional campaign employing the rarely-used "Google Surge" or "Network Blast" tactic:

Eric Frenchman -- the man behind the McCain camp's now award-winning online advertising strategy - says he came up with the term "Google Surge," after employing the carpet-bombing style display ad tactic for Bobby Jindal's congressional campaign in 2007, and for McCain's camp when targeting Ohio and Florida voters. The tactic may now gather steam after its use by the California Proposition 8 campaigns like Murphy's have employed it. The tactic, described in my story about the Murphy camp, essentially involves bombarding users in a defined geographic area (like NY's 20th congressional district) in a brief period of time with ads from one advertiser.

Google doesn't seem to like the "surge" term, so they call it "The Network Blast." I suppose "surge" has too much of a military connotation, particularly in relation to the troop surge in Iraq. But I'm not to sure the "blast" term is appropriate either, considering how it's often associated with e-mail campaigns.

Look for a story Monday on another innovative use of the Google surge in conjunction with another award-winning campaign from the '08 election.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...