While the campaign of Democratic presidential candidate Barack Obama is notable for its reliance on social media, text messages, Web-based fund raising and other interactive media, his rival John McCain is enjoying success using ambush search marketing, for example placing ads critical of Obama keyed to campaign search terms "Biden" and "Joe Biden." Obama's campaign touted its success in organic search, saying paid search is not a major priority. But one search expert, Janel Landis, senior director of search development and strategy at SendTec, said: "The big downfall is that Obama's not reaching the undecided voters. He's not bidding on issues or his competitor's name."

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