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To me, it is a no-brainer to couple a targeted, district-targeted PPC campaign with TV ad scheduling. Why spend millions on TV ads if the voters cannot find you on Google? While you should focus on dominating no.1 ranks in both organic (SEO) and paid (PPC) search engine results, pay-per-click ads offer a unique ability to rotate different messages and point the user to unique landing pages. Now that Google offers razor-sharp targeting options for congressional district, political campaigners should seriously consider shifting more media budgets to search. Find more at my SearchDecoder.com blog.
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