Googling a campaign

I came across an interesting article on Newsweek.com that outlines how candidates in the upcoming US presidential election are exploiting mainstream technology to gain support.
Particularly, John McCain has been shelling a lot of money into internet marketing, using techniques that are relatively new to political campaigning. For example, if google John McCain you will get a 'sponsored link' sending you to a site that solicits campaign contributions for the senator. The tricky thing about this, though, is that if you type in Giuliani (one of McCain's opponents) into Google you are presented with a link to the same site..... McCain's campaign site.
Each candidate has already discovered the powers of youtube and viral video, but this is a relatively new concept with regards to campaigning. McCain is quoted in the article as stating that for every dollar he drops into internet campaigning her gets four back.
Another valid point that this article brings up is the fact that television and print advertising is often ignored. Advertising on Google allows candidates to target people searching for political information, and can allow them to subliminally insert there articles and advertising in a strategic format.
This reminded me of our discussion on businesses controlling Wiki's and blogs in attempt to shape the image of their organization. It is a new for of advertising and it is just another example on how the powers of the web and new media have a direct effect on day to day life.