HP Polls 2017: How BJP targeted online users by investing in Google AdWords?
To grab the attention of the online users, who are deep into reading and writing blogs, the BJP has made good amount of investment in Google Adwords/ Adsense.
Shimla: Tomorrow, on November 9, Himachal Pradesh will go to polls. The public will make their choice (provided EVMs are not tempered). There is a gossip that the Congress party did not spend much on campaigning in Himachal because the party has already accepted its defeat. The big guns of the Congress are laying more focuse on the polls to the Gujrat assembly.
There could be only two reasons – either it was due to fund-crunch or the Congress was sure of repeating its government.
While addressing a public rally in Nurpur recently, the Chief Minister Virbhadra Singh said the Enforcement and the Income-Tax Department have seized his accounts, so he has no money for campaigning. Mr. Singh was taking the road as helicopters were not available for him on occasions.
Anyone can tell that the Bhartiya Janata Party has done everything that it could do to advertise itself. The BJP had been bidding highest for the full front-page ads in the Himachal editions of the national dailies like Amar Ujala, Dainik Jagran, Punjab Kesari etc.
The list of BJP’s star-campaigners and the number of public rallies speak for themselves.
The BJP chief Amit Shah, the Union Minister Jagat Prakash Nadda, Rajnath and the Prime Minister Narendra Modi were leading the campaigns for the party in Himachal.
Public meetings or rallies featuring star-campaigners cost a lot. As compared to the BJP’s 197 rallies, the Congress confined its campaigning to only 65 rallies.
On the name of star-campaigners, the Congress did not offer much except the Vice President of National Congress Rahul Gandhi, that too just a couple of days before the State goes to polls.
The social media campaigning and resources needed for it were given full attention by the BJP, while Congress kept it very limited.
In other words, the BJP had been active on Facebook, Twitter, and YouTube consistently. The Congress, on the other hand, begun very late.
The BJP prepared a number of special videos shot to target specific constituencies. Several vehicles were equipped with LED screens and sound systems. These videos were played during the Parivatan Rath campaign.
Moreover, it is evident from the quality of videos that it was a job of professional cameraman and video editors.
Rest, the BJP has been ahead of its rival in placing large hoardings/banners all across the State.
To grab the attention of the online users, who are deep into reading and writing blogs, the BJP has made heavy investment in Google AdWords/ Adsense
On YouTube, BJP’s said videos, which were over 20 min long in some cases, were played as advertisements.
The BJP advertisements literally flooded national, regional, and even global news portals and blogs. The Android devices did the same with pop-up ads of the BJP.
It was a clever strategy. Instead of direct advertisement to news portals, BJP’s think tank did it by investing in Google AdWord. Any portal in Himachal which is using Google Adsense is automatically covered through the AdWord strategy.
However, it did not work on the websites that do not use Adsense like Himachal Watcher. Further, if a user has AdBlocker installed, then this method is not fruitful.
Considering the frequency of appearance of the BJPs ads, it can be said the party had been the highest bidder for past couple of weeks.
What is AdWords?
If you are not aware of this marketing model, then it simply implies paying Google to display your advertisement with priority in the selection region and selected domains.
The AdWords is Google’s own service to allow businesses or individuals to advertise in the digital world. A user will have to provide a list of keywords to Google and ask it to display the advertisement materials depending upon the search engine history and keyword searched by other users.
These ads could be text-based search ads, graphic display ads, YouTube video ads, or in-app mobile ads. AdWords do not charge users for displaying ads. Instead, a user pays only when someone clicks an ad, views a video on YouTube, or calls your business.
However, millions of advertisers compete for ad space. That means more money and more ad spaces filled.
It means, if a user wants his add to appear on priority, then he/she would have to bid against other marketers.
There is no limit in the bidding. Instead, it is solely about how much you’re willing to pay Google AdWords every time a searcher clicks on the ad.
It is called the cost-per-click. Therefore, based on the observed visibility through AdWord, the BJP seems to have spent a lot on it.
On the other hand, Congress appeared to be missing from the blogosphere and YouTube.
The Elections Commission had set the limit of expenditure on campaigning at 28 lakh per candidate.
MP Anand Sharma’s Visit to Himachal Heats Up Politics After District Admin Cancels Two Inauguration Ceremonies
Shimla- Senior Congress leader and sitting MP Rajya Sabha Anand Sharma is on a four-day visit to Himachal Pradesh from Tuesday. During his visit, Sharma was supposed to inaugurate two developmental projects in Shimla. But the District Administration of Shimla has postponed the inauguration of these developmental projects. Congress has termed it a politically motivated step. This sudden cancellation of pre-planned ceremonies on the day of Sharma’s arrival has charged up the political atmosphere in the State, especially in the Shimla district.
The District Administration has written to Anand Sharma informing him that the two developmental projects he was supposed to inaugurate during his four-day visit to Himachal Pradesh had some unfulfilled official formalities and other pending works. The Administration said the community hall in Kleston was yet to obtain approval for the map of the building from the Municipal Corporation of Shimla, while the work of installing transformers at the old age home in Mashobra was yet to be completed.
The reason behind this decision is said to be the allegations labelled by a former Ward Councilor and BJP leader Sanjeev Sood that the map of the community hall was yet to be approved by the Municipal Corporation of Shimla and forest clearance was also pending. These allegations had also appeared in the media.
The District Congress Committee, Shimla (U) has opened a front against the District Administration for this sudden cancellation of the inauguration of two developmental projects and staged protests on Tuesday.
The DCC Shimla (U) staged a silent protest in front of the statue of Gandhi at the Ridge Maidan. Later, the workers marched to the Office of the Deputy Commissioner, Shimla, to register their protest.
Jitender Chaudhary – the President of the Committee- alleged that this cancellation was deliberate and purely politically motivated. He said the projects were funded through MPLAD by Sharma. Chaudhary also alleged that BJP was trying to take undue credit for these projects.
He alleged that the District Administration had already approved these two events, but cancelled them just a day before the arrival of the MP.
Chaudhary warned that if the District Administration still didn’t permit the inauguration of these projects, the party will stage more aggressive and massive protests.
Further, Congress Legislatures would also raise this issue aggressively in the HP Government’s Budget Session 2022-23. Anand Sharma – a senior Congress leader, former Union Minister and incumbent Rajya Sabha MP – is on a four-day visit to Himachal Pradesh. This visit has attracted the attention of both ruling and opposition parties. Sharma’s term as an MP ends next month, and speculations are being made that he could return to the State politics. The demise of Virbhadra Singh, who was the face of the Indian National Congress in Himachal Prades, has left a void in state politics and within the party.
Considering the stature of Sharma, after Virbhadra Singh there is hardly any Congress leader who could outshine him. Following the demise of Virbhadra Singh, the INC has no face to present as its Chief Ministerial candidate and several Congress leaders wish to grab this opportunity to change the power structure of the party in the State. This speculated return of Sharma to the State politics ahead of the Assembly elections to be held by the end of this year would be a nightmare for such Congress leaders. Further, it could pose a challenge for the BJP as Sharma is capable of settling the Congress party’s in-fighting and uniting it for the elections.
Big Responsibility to RS Bali, Appointed as District Poll Observer for Punjab Polls
Shimla-Raghubir Singh Bali has been entrusted with a big responsibility in the upcoming Punjab Assembly elections. All India Congress Committee has appointed Bali as one of the INC’s observers (Pathankot) in the polls.
The INC has appointed a total of 27 observers in 23 districts of Punjab, and RS Bali is the first name on this list. He has been assigned the responsibility from the Pathankot district.
This is not the first time RS Bali has been given a major responsibility by the high command. Earlier, he was assigned a major role in the West Bengal Assembly polls.
Other than Bali, Sudhir Sharma, Rajender Rana, and Rajneesh Kimta has also been appointed as observers from different districts.
AAP Forms ‘Committee’ to Strengthen Party in Himachal, Satish Thakur Appointed Chairman
Shimla-Aam Adami Party in Himachal Pradesh has expedited the process of forming and setting its house in order. This is evident from the ‘gherao, of the Vidhan Sabha in Dharamshala, followed by a press conference in Shimla. AAP has already announced to contest the elections on all 68 assembly seats in Himachal Pradesh. Very recently, the party also announced that it would also contest elections on all seats in the elections to the Shimla Municipal Corporation to be held in 2022.
In the press conference, AAP had also alleged that the state government used unnecessary police force which left many of its protesting workers injured.
AAP has already launched its membership drive. Unemployment, inflation, free electricity etc. are some of the issues the party has picked to gain the attention of the people.
Considering the campaigning pattern in the poll-bound neighbouring state Punjab, expect a variety of sops to woo the diverse voter bank. The party would definitely try to sell the Delhi model for development in Himachal Pradesh too. “Himachal Pradesh generates electricity and supplies it to neighbouring states including Delhi. If Delhi could provide free electricity then why not Himachal,” AAP spokesperson said in a press conference. Further, what bothers most the opponent parties is what they call ‘freebies politics of AAP’.
On top of it, the transformation of the government educational institutes in Delhi could also appeal to the people who are over-burdened with the hefty fees of the private institutes. The academic environment and infrastructure of government schools, which is in tatters, has left parents with no choice but to opt for private schools. But it’s to be seen as to how AAP balances the caste equation and regional distribution of power, especially after the haphazard formation of a Commission for the ‘ General Category’ in the state.
Yesterday, AAP constituted a “Central Development Organization Committee” for Himachal Pradesh. The purpose of this Committee, AAP said, is to strengthen the party and approach as much population as possible.
Sachin Roy would be the State Co-Ordinator and Satish Thakur was given the responsibility as the Chairman of the Committee. The formation of the Committee follows recommendations given by the APP state-in-charge, Ratnesh Gupta.
Other nominated members include Tilak Thakur, Naresh Thakur, Uttam Chand, Suresh Negi, Chaman Sharma, Doctor Balwant Dhindsa, Abhishek Thakur, Adarsh Mehta, Ramesh Thakur, Lakshman Negi, Raj Thakur and Uday Dogra.
The AAP state-chief, Advocate Anoop Kesari, congratulated all the members for being entrusted with these responsibilities.