The primary role is to bring in more votes to the presidential ticket. Often the role of a vice-presidential candidate is to attempt to secure victory in a particular state, especially ones with many electoral votes, such as New York, Texas, California, or Florida. It might also help to shore up the Presidential candidates appeal with a particular geographical region; a northern candidate may wish to select a southern vice president. Sometimes political ideology plays a factor, such as in 2008 when John McCain, perceived as too moderate by some in the Republican Party, brought in Sarah Palin, who was much more popular with conservatives. Another example is when Obama, a younger man of color with limited political experience, brought in Joe Biden, an older Caucasian with a long history of political experience.