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The Money Trail: Presidential Candidates Dole Out Their Ad Dollars
The McCain campaign is already reaping the rewards of online advertising, getting $3-$4 in donations for every dollar they spend on search, according to CDI's Eric Frenchman.
Frenchman buys thousands of key words on portals like Yahoo and Google on behalf of McCain. "We're adding hundreds every couple of days. I'll swap some in and swap some out. We buy thousands. We're constantly [changing the mix] to optimize the campaign," says Frenchman, adding that it wouldn't "shock" him if the number of key words McCain's campaign buys hits 10,000.
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