It has been said before that Romney's stash of cash is not nearly as useful as Obama's, as much of the President's money can be used by his campaign, while much of Romney's money is in the hands of other organizations, which do not have the same flexibility as a campaign.
Nonetheless, a few weeks ago a diary was posted suggesting that the Romney campaign is throwing money at non-targeted traffic, which is very expensive and has lower payback than targeted traffic.
Advertising on a right wing website is targeted, as it is likely that viewers will have some interest. However, just about all of them have heard of Romney, and it appears they are not making many campaign donations.
Advertising on a non-political site is not targeted.
Doing a search on a diet, I was rather shocked to see a Romney ad on this pro-ana site.
I don't know what smacks more of desperation than paying for clicks on a site that promotes anorexia.
Amazing.