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HP Polls 2017: How BJP targeted online users by investing in Google AdWords?

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HP Polls 2017 expenditure details

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.  

 

Politics

Congress Rally in Shimla (Video): Shukla Mimics PM Modi’s Signature Dialogue While Mocking at Promises of ‘Achhe Din’

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Shimla Congress Rally march 2021

Shimla-Congress Jan Akrosh Rally held in Shimla on March 10, 2021, witnessed a huge gathering and was attended by veteran leader Virbhadra Singh, Rajeev Shukla, in charge and member of Working Committee of Indian National Congress and party representatives from various districts.

The rally was held to express anguish over price hikes in LPG and petroleum fuels, unemployment which is at an all-time high, rampant privatization by putting government resources on a sale for the benefit of corporate, corruption, and the promise of “Achhe Din” made by BJP before 2014 elections.   

At the same time, the rally was a desperate attempt to revive Congress which is on the verge of extinction in context to role and power of an opposition. The leaders tried to send out a message to stand united and leave all sorts of differences behind to bring back the party to power ahead of elections to Municipal Corporations and 2022 polls in Himachal Pradesh.

rajeev shukla in himachal pradesh

This extinction is worsened by internal politics – the reason the party has failed to show unity and fight as one unit for a long time now.

The scenes of Natti being performed by workers on the beats of traditional instruments being played by local artists cheered the crowd. Others had arranged Punjabi dhol to mark their presence more loudly .

Shimla Police on duty

On reaching the stage to address the rally, former Chief Minister and Congress’s face in the State, Virbhadra Singh, also took a small moment to dance on Pahari music before proceeding to his speech. This was perhaps the only moment where workers actually felt most excited and tried to get glimpses of the veteran leader.

He advised the party leaders to establish and maintain the discipline to strengthen the party.

Shukla referred to Virbhadra Singh as “Shere-Himachal” while addressing him.

Shukla targeted Prime Minister Narender Modi and Bharatiya Janata Party Government by taking a jibe at them. He mimicked the signature dialogue of PM “Bhayion aur Behno” and asked the party workers to identify it.

“PM Modi is putting on sale everything Congress has built for the nation,” Shukla said while referring to rampant privatization of government organizations, services, infrastructure and resources.

In his address, the leader of the opposition, Mukesh Agnihotri, highlighted rising debt on the state. He gave an estimate of the debt ( Rs 85,000 crores) on the state at the end of current BJP government tenure.

You can get glimpses of the rally and listen to Shukla’s complete address in the video below:

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Himachal Records 81% Turnout in 3rd Phase of PRI Polls, Congress Makes a Come Back in Theog MC after 20 Years

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third phase of Panchayat elections in himachal pradesh

Shimla-The third phase of elections to Panchayati Raj Institutes in Himachal Pradesh recorded around 81 percent polling on January 21, 2021. The elections were held in 1137 Gram Panchayats in this phase. The highest 94 percent polling was registered in Lodhi Majra Panchayat of Nalagarh development block in Solan district. This information was released by a spokesperson of HP Election Commission

District-wise, Sirmaur recorded 85% turnout, followed by Solan (85%) Kullu (84%),Chamba (82.8%), Mandi (82.7%), Una (81.1%), Shimla (82%),Una (81%), Bilaspur (80.3%), Hamirpur (78.1%), Kangra (78%), and Kinnaur (70%).

 Further, 48 COVID-19 patients and persons in isolation also cast their votes.

The Spokesperson said that the poll was held peacefully and there was no report of any untoward incident in the state.

Counting of votes for Zila Parishad and Panchayat Samiti will be held on January 22, 2021, at block headquarters.

Congress made a come back to Theog Municipal Council after 20 years. While Vivek Thapar was elected as the Chairman of the MC, Reen Roy was elected as the Vice-Chairman. Congress has already registered wins in Rohru and Rampur MCs and Chopal, Kotkhai and Sunni Nagar panchayats.

Theog MC Polls 2021

Congress After Registering Victory in Theog MC Elections

The HPCC chief Kuldeep Singh Rathore, while speaking to media persons yesterday, said that of the total seven Wards of the Theog MC, Congress has claimed victory on four wards while remaining three Wards went to independent candidates. Congress alleged that BJP had left no stone unturned to pressurize, lure, and threaten elected members to gain their support. 

Rathore mocked at the defeat of BJP MP’s bother in Mandi district. Further, the candidate in Ghumarwin of Bilaspur – home district of BJP Chief Jagat Prakash Nadda-  had also faced defeat, Rathore said. BJP candidate in Sujanpur – home to Union Minister for State for Finance and Corporate Affairs Anurag Thakur-could also not register a victory and lost, he said.

Congress also registered a victory in elections to Parwanoo MC. Kuldeep Singh Rathore, said that winning candidate Nisha Sharma joined Congress yesterday. She had won twice from the same Ward on BJP ticket. This time, she was denied ticket and fought the elections as an independent candidate. 

Parwanoo Counciloor Nisha sharma

Nisha Sharma Joins Congress

Rathore alleged that the government has been trying to threaten Nisha by registering a fake case of illegal construction. Similarly, husband of Chandrawati – another Congress councilor in Parwanoo- who runs a depot was fined wrongfully yesterday, Rathore alleged.   

While BJP has been making claims of victory on the majority of seats, Congress had been terming it as a bluff.  Also, it had been alleging BJP of misusing government machinery. Independent candidates are being bought and allurements are being given to winning Congress candidates, Rathore alleged.  

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Himachal: 80% Voter Turnout in 2nd Phase of Panchayat Polls

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Second phase of Panchayat elections in himachal pradesh

Shimla-Himachal Pradesh Election Commission informed that the elections for 1208 Gram Panchayats were held today in the second phase in which around 80 percent polling was registered.

Overall, 75 COVID-19 patients and persons in isolation cast their votes as per the standard operating procedures.

The highest polling has been registered in Nandpur Gram Panchayat of Nalagarh developmental block of Solan district where the voter turnout was reported to be 96 percent.

The poll was held peacefully and there was no report of any untoward incident in the state. The counting of votes for Pradhan, Up-Pradhan and members was under the process and the results were awaited till late evening. The counting of votes for Zila Parishad and Panchayat Samiti will be held on 22 January 2021 at block headquarters.

Election-related process and results have been uploaded for the general public on sechimachal.nic.in.

The election for third and final phase for 1137 Panchayats would be held on 21 January 2021.

The first phase of elections to Panchayati Raj Institutions in Himachal Pradesh was held in 1228 Gram Panchayats on January 17, 2021. The overall polling percentage in the first phase was reported to 77.50%.

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