2. Objectives
• Strengthen awareness
• Draw interest to causes
• Increase enthusiasm to create more
response to calls of action
• Create and/or increase advertisement
revenue
Online Advantages
• The most cost effective advertising
available
• Unmatched circulation and coverage areas
• A fraction of the cost of print adverts
• Continuous global marketing
• Build relationships and gather marketing
intelligence
• Lower operating costs
70% of broadband users and 50% of dial-up users prefer
online media as their source of political news and
information eMarketer
Political Portal - Overview
3. Site Features
The following features are available in order to
attract and retain visitor traffic:
• Polls
• News
• Online Store
• Discussion Groups/Forums
• Links to Resources
• Party Agendas and topics of interest
• Search function to locate Representatives and
Legislators
• Account Creation and Management
• Contribution Assistance
• Advertisement Spots
Political Portal - Functionality and Features
Wired Americans hear more points of view about candidates and key issues than other citizens. They
are not using the internet to screen out ideas with which they disagree. (PEW Internet & American Life Project)
4. Benefits of Search Engine Marketing
• Generate Ad Revenue
• Increase unique visitors to site through search
engine keyword searches
• Increase visibility to important causes and issues
Search Engine Marketing Techniques
• Targeted Search Engine Placement
• Creation of Meta Tags for each page
• Keyword density analysis
• Advanced linking strategies
Searches made up 40% of the advertising revenues in the second quarter of 2004, compared with 29% in
the comparative period. (Business Report)
Political Portal - Internet Advertising and Promotion
