Google aims to steer politicians to its online advertising platforms

Monday, April 4, 2011

Google is looking to get Argentine politicians to use its online advertising platforms in order to capitalize on internet traffic targeted at the upcoming elections, according to local media outlet El Cronista.

According to figures from Google, Argentines currently spend more time online than they do reading papers or magazines, and about the same as they do listening to the radio. Additionally, political searches on Google increase 70% during election years. Argentina is slated to hold national presidential and legislative elections on October 23.

Google's communications manager for public policy in Latin America, Daniel Helft, said the high search numbers could be exploited through the online advertising tools Google AdWords and Google AdSense. These tools are available for all types of organizations and would allow political parties and candidates to share their electoral platforms with specific audiences.

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Google AdWords allows the search engine to contextualize advertisements when someone is looking for political information. When a user carries out a search with a political theme, the advertising results can be geared toward that topic.

In turn, Google AdSense incorporates advertising of a particular site that would interest candidates, such as political consultants.

Helft highlighted the increased focus that US politicians have placed on the internet. He said use of Google's online advertising platforms began booming during that country's 2008 presidential election, and in the two years since, investment in these tools has multiplied by 10.