British Petroleum have started buying ads on all the major search engines including Google for oil spill related keywords. It’s a clever move because the first thing anyone searching for information on the spill will see is a link to BP’s site where they show the role they are playing in responding to the crisis.
According to BP “We have bought search terms on search engines like Google to make it easier for people to find out more about our efforts in the Gulf and make it easier for people to find key links to information on filing claims, reporting oil on the beach and signing up to volunteer,” BP spokesman Toby Odone told ABC News.”
Some environmental groups are fighting back though & they are placing ads on the search engines as well. Some showing the devastation caused by the oil spill & others with an online petition looking to ban off shore drilling.
What we have now is one of the first big public relations battles being fought using pay per click advertising. Companies & organisations are trying to put their side of the story in front of the public & are will to pay big bucks to have their opinion on top of the search engines.
But in the end the only winners to come out of this will likely be the search engines bank accounts.
(Got an opinion in this? Then leave your comments)
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BP buying keywords via ppc is a clever move on their part. Not sure if they are trying to drive down the impact or merely inform the public.
Regards, Roger
I think the goal is certainly the former Roger. It’s damage control, just trying to get their side of the story in front of people.
Mark