PAY PER CLICK AND US ELECTIONS

This year US elections created quite a stir in American society due to two completely unique republicans' candidates- first black and first woman runners.

Unlike Clintons, Obama was the first to realise the potential huge benefits of using Adwords in promoting his agenda and further campaign fund raising, which has secured him victories in many primaries and kept his sponsors on their toes.
According to FEC, Obama has spent $3.47M on online advertising over the course of his campaign with 82% going to Google Adwords.

Geo targeting, timing & use of event relevant keywords have helped Obama to deliver his vision in the right place at the right time without getting lost in ocean of natural listings.

Hilary, on other hand, despite an extraordinary character, intelligence and experience has lost by a margin and this margin could be a small PPC campaign.