McCain, Obama Waging Rumor War Inside The Google
If you think what you read in the paper, see on the TV or hear on the radio is bad, wait until you see what comes up on the most popular search engine when you type in “Obama Muslim.” On the left under results you get links to Urban Legends and Snopes that debunk the Internet rumor.
But on the right, where the sponsored links are, the first link says, “Searching for Experience/Instead of Researching Obama/
Learn More About John McCain.” The next three links are “Christians for Obama,” “Jews for Obama” and “Barak Obama Facts.”
If you search “Obama Biden,” the top sponsored result is owned by MoveOn.org, followed by McCain and then three sticker/button sites.
Score two for McCain who, according to U.S. News & World Report, is winning the bidding war on sponsored links:
Overall, the McCain campaign has been more aggressive in bidding on Google search terms. In August, McCain’s site managed 21.6 million sponsored search-link impressions (the number of times users click on a particular sponsored link), compared with less than 1 million for Obama’s site, according to Nielson Online, another Internet monitoring firm.
The way this works is, the campaigns enter online auctions and bid on search terms. The higher the bid, the higher the placement in the ranking of sponsored links. The real winner here is The Google, but that’s another story. Apparently, the bidding/search war is heating up:
Specifically, Obama’s campaign has waded into online auctions for Google search terms to snap up not only obvious phrases like “Barack Obama” but also potentially negative ones like “Barack Obama birth certificate” or “Barack Obama as a Muslim,” according to Hitwise, an Internet audience monitoring firm.
This means that, as of Wednesday morning, Google searches for Obama being a Muslim (a false but pervasive Web rumor) often turn up a prominent “sponsored” link at the top of the results page that connects to a page on Obama’s campaign website that debunks the myth and details his Christian faith. Searches for Obama’s birth certificate produce a link to a page showing the official document.
How effective has the rumor war been? According to Hitwise, the number of click-throughs from the sponsored links have been low. Is it worth the money and effort for the campaigns? Probably not, but in the age of Web 2.0, The Google provides just another battle front in a campaign that seems to have no bounds.