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Which US election candidate is winning at PPC?2 min read

2 min read

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[/vc_raw_html][text_output]With the US caucuses and primary elections upon us, the candidates have taken to PPC to spread their message. As a couple of them haven’t exclusively targeted their ads to people within the US, I came across the below when I was looking up the time of the first caucus from my living room in Shrewsbury, England. We can see that the different candidates have very different messaging and use of PPC advertising.

US elections


Bernie Sanders follows a similar path as his campaign, with grassroots movement, straightforward messaging and enlightenment. It’s the only ad that doesn’t mention the word “Official” but instead tells people where to go vote. There’s no use of extensions just a simple and clear message – support Bernie, we’ll tell you where and how.

Ben Carson is more formal in terms of language and is the only ad that uses extensions and the word “President”. In terms of well-structured ads, this one makes good use of sitelinks to direct people to different highlighted areas of the website. The message that comes across is well formulated with a clear purpose: Winning the election.

Jeb Bush is the third candidate appearing on my UK SERP. I find it a bit ironic to write “Skip The Ads” in the headline of an ad, but there you go. This ad is also very repetitive. We got that it is the true story of Jeb (or is it J.E.B.?) the first time, but what that story is, remains unclear and with the incoherent headline, I’m not tempted to click the ad to find out.

Overall, I’d say that Ben Carson’s ad is the best from a structural point of view. It’s appealing and conveys a good amount of information through call-outs and sitelinks without being repetitive, which is exactly what a good brand awareness ad should do. I would however suggest to use location targeting to better reach a relevant audience. It’ll be interesting to follow the PPC advertising of the candidates to see how they use it to attract voters. One thing is certain: We’ll see more of these in the months to come.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]