It's not just Democratic presidential candidate Barack Obama who believes in the power of Barack Obama. Republican John McCain believes in it, too. The McCain presidential campaign has at least two different advertisements with Google AdWords that use Obama's name to direct users to McCain's Web site.

AdWords are text-based advertisement that appear on a viewer's screen next to the list of Google search results. Advertisers bid on search terms using an automated process based on what users are searching for at that moment; placement of the ads is determined by who won the bid and the relevance of the ad. Advertisers pay per ad clicked.

Both of McCain's AdWords have the headline "Obama for President?" followed by a pitch for McCain. Under the heading, one ad asks, "Why not learn more about John McCain for President," with a link to the candidate's Web site. The second ad reads, "Learn more about John McCain's journey on the '08 campaign trail" and also includes a link to McCain's home page.

Searching for the term "Obama for president" brought up both McCain ads, which appeared in the top five search results on the first page.

Obama isn't the only presidential moniker that the McCain team has embraced. Searches for Democratic candidate Hillary Rodham Clinton and Republicans Rudy Giuliani and Mitt Romney -- as well as for the word "president" -- also bring up AdWords for McCain, with similar language to those appearing next to the Obama results.

Christian Ferry, McCain's deputy campaign manager, said bidding on the names is part of a much larger online strategy that takes advantage of frequently searched terms. "We buy hundreds or thousands of different AdWords -- that's monitored all the time," Ferry said. "It's based on what's going in the news cycle [that is] relevant to the 2008 cycle."