Michele Bachmann's digital ad team has already swooped in to capitalize on today's Chris Christie news. This afternoon the New Jersey governor announced his much-awaited decision not to run for the Republican presidential nomination. Team Bachmann is running Google AdWords targeting searches for Chris Christie related keywords.
"Christie Not Running - Show Support for Michele Bachmann," states one version of the ads from the Bachmann camp. The effort, which could come to a close as early as later today, is intended to capture would-be Christie supporters in Bachmann's fundraising net.
It does not appear that any other candidates are targeting Google ads against Christie-related search terms. However, the tactic is used regularly by political campaigns as a means of steering interest in relevant, timely news stories and trending keywords towards generating donations.
Political observers for months have speculated that the tough Jersey chief executive could throw his hat in the GOP ring, and his decision has been highly anticipated in recent days. Knowing this, Bachmann's online ad team most likely had the Google campaign ready to be turned on whenever Christie made his announcement.
The ads are targeted to people searching for topics like, "Chris Christie for President," and are targeted nationally in the hopes of grabbing cash from supporters across the country.
The Bachmann ads link to a generic donation page on the Minnesota congresswoman's campaign site featuring an email signup field and link to donate.
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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.
March 19, 2014