I've seen quite a number of posts out in the political blogosphere that make me laugh at the naivety of these wanna be search marketers. Look, you can't measure how large a search campaign is by looking at 5 words - say the political rivals on the Democrat party. That means nothing to measuring the breadth of the ad buy. Sure it shows that the campaign has reach at least Stage 1 in actually having a search campaign, but it means NOTHING when it comes to size, budget or sophistication.
If you haven't already figured it out - the major search engines place ads based on maximum bid amount, click rates, relevancy, daily budget, as well as some secret sauce ingredient that differentiates them. By searching on 5 words that you think someone should be buying and then drawing conclusions based on it, truly shows a lack of understanding of basic search engine marketing. How many search engines are they buying on? How many words are being bought? What's the daily spend? What are the goals - branding, email signups, video playback, donations?
All these things go into any well managed campaign that can't be figured out by typing Hillary Clinton into a search field, which by the way shows up no results and hasn't for as long as I've been watching it. The lack of ads means that a) they hit their daily budget or b) they have no campaign.
Also, as a point of reference, this Rimm-Kaufman Group Political Search Study is not the bible for search advertising in 2006. As you can read from the comments on the post I made analyzing the report, Alan Rimm-Kaufman agreed with my assessment that it wasn't a complete picture of the search field in 2006. "We focused on close Senate races, intentionally. The study clearly did not address the entire election 06 experience.Our conclusions apply to that scope: on key Senate races, we didn't find much advertising on candidate's names (only an average of 3 or 4 ads per Google SERP), not much on other phrases ("war in iraq"), and pretty much zip on Yahoo.
As I wrote back in another post called Major Politicians Are in Google, You Just Need to Search, you really need to have a more thorough analysis than just a few keywords. Or at least, try spending about a month actually buying some of these words yourself before posting your lack of understanding for the world to see....WOOF