The new digital campaigning strategy means that individuals will have the ability to register for websites with a .gop suffix instead of .com, .net, .org or other usual domain names.

“You’ll see committees, organizations, grass-roots and state committees using this ending,” said Will Martinez, vice president of sales and marketing for .gop. “Hopefully in the lead-up to 2016 elections you’ll see the presidential primary playing out on .gop.”

With political donations moving online, the Republican State Leadership Committee – a party unit that focuses on state elections and set up the .gop group — hopes that the new domain will help increase the party’s online brand for upcoming election cycles. In 2012, President Obama’s re-election campaign raised $504 million in online donations and invested twice as much as the Romney campaign in online advertising, the group says.