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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.  

 

Election Watch

Himachal BJP Chief Satti Barred from Campaigning by EC for MCC Violation

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Satpal Singh Satti Barred from Campaigning 1

Shimla-The Election Commission of India has barred Himachal Pradesh BJP chief Satpal Singh Satti from campaigning for 48 hours. This prohibition would begin from 10 am tomorrow onwards for two days for violating the Model Code of Conduct.

This makes him the first such leader from Himachal Pradesh who was barred from campaigning for violating MCC.

Satti had used an obscene slur for Congress chief Rahul Gandhi while addressing a public meeting in Shimla constituency’s Ramshahar in Nalagarh sub-division on April 14, 2019.  The EC had taken strict note of it and had issued a notice. Satti had filed a reply justifying himself that he was merely narrating a Facebook comment made by some other person. He also alleged media of presenting edited video clip with manipulations. However, this justification failed to appeal to the EC as the word used by Satti was highly derogatory.  

Also, it was alleged that Satti had made objectionable remarks over religious sect Radha Swami, for which he had also apologized.

Here is what Satti Had Said About Rahul Gandhi:

A couple of video clips were shared on social media after someone recorded his address on mobile cameras. 

However, Satti is yet to receive a response to the reply he has filed to a second notice served to him by EC for again making objectionable comments about Priyanka Vadra dressing and Rahul Gandhi’s bachelorhood in public meeting in Una.  The second notice was sent on the basis of video footage recorded by EC’s video surveillance team.

Himachal Pradesh Congress had launched a statewide protest against Satti along with submission of a complaint to the EC. An FIR was also lodged against Satti in relation to his derogatory comments.  Effigies were burnt at various places. Youth wing of the State Congress had smeared black paint on the face of Satti in BJP posters in Shimla. Former Chief Minister Virbhadra Singh had gone to the extent of saying that Satti had lost his mental balance.

State BJP leaders have so far avoided condemning Satti’s remarks, which also drew criticism from the opposition.

BJP leaders like Shanta Kumar, however, defended Satti. Shanta said Satti had apologized for his remarks. However, Satti had only apologized to Radha Swami organization. He had refused to apologize to Rahul Gandhi. He maintained that Rahul had also been addressing PM Modi as Chowkidar Chor or Chore while addressing rallies and public meetings.

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Election Watch

Black Paint Smeared on HP BJP Chief’s Face in Posters, Congress Also Files Police Complaint

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Black Paint Smeared on Satpal Satti's Posters in Shimla

Shimla-Himachal Pradesh Congress Committee (HPCC) has filed a complaint to police for lodging an FIR against Satpal Singh Satti, President of BJP HP, for making derogatory remarks and statements against INC President Rahul Gandhi. Congress said this news was also published by various newspapers on Monday.

HPCC has already made a call for state-wide protest against Satti on April 16.

At the same time, the obscene remarks have angered the State Youth Congress. Workers of Youth Congress were smearing black paint on Satti’s face on BJP poster in Shimla as a protest. Workers can also be seen in the video writing ‘Besharm Satti’ (Shameless) on BJP posters.

The State President of Youth Congress, Manish Thakur, has made a call do the same with BJP chief’s face on posters across the State. All workers across Himachal should boycott and burn effigies of Satti in their respective constituencies, he said.

In its complaint, HPCC said that on April 14, 2019, Satpal Singh Satti was addressing a public meeting organised at Ramshaher of  Nalagarh Vidhan Sabha Assembly in District Solan. During his address, he allegedly passed derogatory remarks against Rahul Gandhiji and former UPA Chairperson Sonia Gandhi. These remarks were highly defamatory and against women’s dignity, Congress said in its complaint. It also alleged that the objectionable remarks used by Satti are also in gross violation of the guidelines laid down by Election Commission of India.

The unparliamentary language used by Satti while delivering the speech in this meeting tarnishes the image of AICC President Rahul Gandhi, the complaint said.

 The abusive remarks used against Sonia Gandhi are damaging the public image of a woman, who is given the utmost importance in the Social Indian setup, it said.

These remarks would tarnish the image of Congress Party in India as well as in Himachal, the complaint said.  Congress also complained that Satti has committed a criminal offence by passing derogatory remarks and has also violated the guidelines issued by Election Commission of India for smooth conduction of elections.  Some cuttings from today’s Dallies were also attached with the complaint.

Satti, as per a PTI report, refused to apologize for the remarks, and said he was merely reading contents of a comment posted by someone on social media.  Instead, he said Rahul Gandhi and Congress leaders should apologise for using ‘chor’ word for PM.

I have narrated an incident while addressing a public meeting in Nalagarh tehsil of Solan district whereby a derogatory remark was made against Rahul in retaliation of using ‘chor’ word for PM in a viral social media message,

he told PTI.

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Misc News/Press Release

Himachal BJP Chief Caught on Camera Passing Obscene Remarks at Rahul Gandhi

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Satpal Singh Satti's abusive remark on rahul gandhi

Shimla-Satpal Singh Satti, the president of Bhartiya Janata Party’s Himachal Pradesh unit, was caught on camera passing obscene remarks at INC President Rahul Gandhi Gandhi.  He was addressing a public meeting of SC morcha in Shimla constituency’s Ramshahar in Nalagarh sub-division on April 14, 2019.

Satti has defended it arguing that he only read a comment made on Rahul Gandhi by some Facebook user. He said he only wanted to convey that if Rahul Gandhi can address the Prime Minister as “Chowkidar Chor Hai” from the public stage, he should be ready to face similar derogatory remarks.

However, Satti’s language registered a new low in the battle of political statements ahead of the Lok Sabha Elections 2019.   

A couple of video clips were shared on social media after someone recorded his address on mobile cameras. 

The State unit of Congress and its leaders have sought an public apology from the BJP Chief and warned him that this matter would be taken to the Election Commission of India. State Congress unit has made a call for statewide protest on April 16.

Afraid of losing elections, Congress said, BJP is deliberately trying to divert the attention of the people from real issues.

We are taking the opinion of our legal cell. Subsequently, we may file a formal complaint against him with the EC,

a Congress Spokesperson said.

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