Tories buy up adword

The Conservatives reacted speedily to James Purnell's resignation last week by buying up the former work and pensions secretary's name as an adword on Google.

Within an hour of the news breaking, the Tories purchased the adword and recorded a special webcast. The result: anyone typing James Purnell's name into Google saw an ad stating: 'Purnell Quits: Labour is falling apart. Watch David Cameron's reaction.' Clicking the link led to the Tory website and a video of leader David Cameron calling for an election.

Diffusion director Ivan Ristic commended the Tories.

He said : 'The Tories are winning the Google battle and leading the way in the use of search engines as a part of political campaigning.

'Journalists, bloggers and political enthusiasts look to Google when a news story breaks. And Google Adwords is a targeted, rapid and cost- effective way to influence and shape opinion, media coverage and blog commentary triggered by a major politi- cal event.'

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