Lessons from the 2008 Presidential Campaign:

Utilizing Mobile Communication to Reach Candidates and Engage Employees

January 13, 2009

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Keyword advertising is an effective SMS tactic. We know that the use of the right keywords can drive traffic to websites. It can also increase the response rate to SMS ads. Because the response to keywords is easily (and automatically) tracked, the effectiveness of different keywords can be quickly determined. This is a real boon to recruiters, who can easily change a keyword or adjust the SMS message if a keyword isn’t producing a lot of leads.

Most aggregators charge a monthly minimum to send messages, plus a modest amount – a dollar or less – per confirmed lead. This represents excellent ROI, since both the cost of the message and the cost to track and process the responses are low.

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