Print 23 comment(s) - last by dailydesi.. on Jun 11 at 5:41 PM

BP CEO Tony Hayward  (Source:

Company-sponsored links will appear first on oil-related searches

BP recently bought search terms like "oil spill" and other oil-related searches on Google AdWords and Yahoo in an attempt to "assist those who are most impacted and help them find the right forms and the right people quickly and effectively," according to a BP spokeswoman. 

BP has a lot on their plate right now with a number of failed attempts to seal the well completely over the past several weeks and even more trouble with the publicity they've received in lieu of this oil crisis. Buying the search terms will allow links to BP's oil response sites to appear first before any other websites' when terms relating to the oil crisis are typed into Google or Yahoo's search engines. 

"Most companies that are smart are buying relevant search terms to increase their visibility on the Internet," said Terry Heymeyer, a crisis management teacher at Rice University's Jones Graduate School of Management. "As long as they are providing factual and timely information in a transparent way and doing interviews with other media sources as well, I don't see any reason why they shouldn't be buying search terms."

How many search terms were purchased by BP and how much they spent is unknown, as Google and Yahoo refused to comment on the topic. But according to Rachel Carr, a Yahoo spokeswoman, ad words cost "as little as 1 cent per user click and can go up from there." The cost depends on the category of and demand for the search terms.

"In any crisis response situation, one of the first things you do is look at what's happening in Google -- it's a pretty cut and dry tactical move," said Kent Jarrell, senior vice president at Washington consulting firm APCO Worldwide who handles crisis management. "I do it with all of my clients, because if we aren't buying the terms, somebody else is."

In response to some websites saying that BP is buying the search terms to distract readers from bad publicity on other news sites, Heymeyer said BP's advertisement links are highlighted "sponsored links" very clearly, and if readers don't want to go to the site, they don't have to. Though, according to Kevin Ryan, CEO of Motivity Marketing in California, most people can't tell the difference between a sponsored ad like BP's and a regular news page. 

"If you look at it from BP's perspective it's a brilliant move," said Ryan. "The other option BP had was to just not do this and let the news interpret what's going on. But they're getting so much bad press that directing traffic to their own site is a great PR strategy."

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RE: "Help"?
By Tiffany Kaiser on 6/9/2010 1:23:27 PM , Rating: 0
By the way, I do understand that you were more specifically targeting the headline. It was used to represent the conflicting ideas between sources about BP's intentions. That isn't my personal opinion either.

RE: "Help"?
By Morphine06 on 6/9/2010 1:50:26 PM , Rating: 4
you should buy the search term "bullshit"

RE: "Help"?
By JasonMick on 6/9/10, Rating: 0
RE: "Help"?
By The Raven on 6/9/2010 3:08:45 PM , Rating: 2
<Live studio audience> WhoooooOoooooooo! ;-)

Is this sort of thing allowed at DT? lol

But seriously, way to stick up for your co-worker.

RE: "Help"?
By AssBall on 6/9/2010 6:25:54 PM , Rating: 2
Jesus Christ, dude. His comment (morphine's) was also humorous. It was funny contextually. Don't dirty your diaper over it or fall off the failboat just yet.

Do you have anything productive to say, or are you just knee-jerk defensive?

P.S. I have nothing productive to say.

RE: "Help"?
By TheBaker on 6/9/2010 10:55:27 PM , Rating: 1
"If you think putting quotes around a QUOTE is "bullshti", you have some issues we can't help you with.*

*The above public service announcement also applies to the original op."

I think putting quotes around actual quotes is great, not bullshit. if you guys would do that instead of just using SINGLE WORDS in quotes to add your own opinion I wouldn't have any issues.

RE: "Help"?
By callmeroy on 6/9/2010 3:35:00 PM , Rating: 2
Seriously dude you are a frigging idiot and your comment was clear as day just for attention getting. Her post was well stated and made perfect sense to me.

"I want people to see my movies in the best formats possible. For [Paramount] to deny people who have Blu-ray sucks!" -- Movie Director Michael Bay

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