Mitt Romney backers are buying Facebook and Twitter social advertising, designed to divert clicks from users who search for “Obama.” Buying ads for competitors’ brand search keywords is nothing new to online marketers. Decide for yourself. Is this is smart politics or dirty tactics?
Some brands take offense to competitors buying ads on their name keywords and consider it squatting. What do we expect from our presidential candidates? Obama is not buying Facebook searches for Mitt Romney’s name that we can detect. The Facebook “Obama” search ads are well executed. Even start to type “Barack” and the sponsored listing appears. A click leads to the official Romney Facebook page.
Romney’s official campaign seems to be buying Twitter searches for “Obama.” It’s possible that a third party, unrelated to the official Romney campaign, is placing the Facebook ads.
We are not seeing Romney ads targeted to those searching Google for “Obama.” Marketing to Obama’s Google searches might be too visible a tactic, which risks backlash.
Search ads in Facebook are relatively new, rolled out out over the last couple of months. Many marketers don’t know about them yet.
Decide for yourself if this is a dirty tactic or smart politics. Looking forward to seeing you all get out and vote on election day!