BP Buys AdWords on Google, Yahoo for Oil Spill to "Help" Victims
June 9, 2010 11:30 AM
comment(s) - last by
BP CEO Tony Hayward
Company-sponsored links will appear first on oil-related searches
recently bought search terms like
and other oil-related searches on
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
to seal the well completely over the past several weeks and even more trouble with the
they've received in lieu of this oil crisis.
Buying the search terms
will allow links to BP's oil response sites to
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
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
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."
This article is over a month old, voting and posting comments is disabled
BP buying Google ads
6/11/2010 5:41:54 PM
BP buying Google ads shows that giants such as BP are beginning to understand how powerful the Internet has become for brand building.
I feel that BP could be much more effective, though. If you search “oil spill” on Google you will see that BP gets only one ad spot on top of that page. BP could be paying a lot of money if everybody looking for that search term would click on their ad.
Google surely will donate the money made from the BP ad to help clean up the gulf region, won’t they ;-) and use it as a publicity stunt?
BP could get better results at less cost by occupying more natural search listings for the term ‘oil spill’ and many related terms, quickly establishing themselves as an authority in the field. Over 80% of all information seekers don’t click on ads, they click on ‘natural | organic’ listings. Natural listings are ‘free’, if you don’t count your time AND preserve your brand value at the same time.
There are several ways for BP to search engine optimise for the term ‘oil spill’ and related ones, namely article marketing and online press releases. The most obvious one is video marketing: Video marketing can gain top search engine rankings fast. Just see the two videos on Google’s ‘oil spill’ search results page.
Video can also work very well for brand building and reaches an immense audience. After all YouTube has already become the 2nd largest search engine.
Plus video allows you to market to the two second largest search engines at the same time!
This at a fraction of a fraction of what BT is spending now since BP has most of the ‘marketing’ material anyway, whereas a Google ‘oil spill’ ad, they need to continue to buy to make an impact.
Additionally social media would allow them to participate in ‘oil spill’ discussions in real time, thus reaching a much more targeted audience and being able to interact right then and there when opinions are formed – free.
BP facing even more financial and brand damage won’t help anyone, so besides cleaning up the gulf region I hope they will use the Internet even more to rebuild. I guess the better position BP is in, the more it can and will do.
Karl zu Ortenburg
"Intel is investing heavily (think gazillions of dollars and bazillions of engineering man hours) in resources to create an Intel host controllers spec in order to speed time to market of the USB 3.0 technology." -- Intel blogger Nick Knupffer
UPDATE: Apple iPad Sales Top 2 Million, MSI Readies 10” Wind-Pad Tablet
May 31, 2010, 11:48 AM
Democratic Senators Call for Criminal, Civil Charges Over Gulf Oil Spill
May 19, 2010, 4:44 PM
Netflix Announces 7-to-1 Stock Split, Eyes Explosive Overseas Growth
June 23, 2015, 8:18 PM
Sources: Hack on Fed. Database Lost 4.1M Social Security Numbers, Personal Info
June 11, 2015, 9:11 PM
The Big One: Chinese Hackers Steal Records of 4 Million U.S. Gov. Employees
June 4, 2015, 8:13 PM
Tutorial: Here's How to Force YouTube or Vimeo VIdeos to Embed as HTML5
June 3, 2015, 10:14 PM
Google Finally Fixes Maps Bug That Was Giving Racist, Profane Results
May 21, 2015, 1:43 PM
The Pirate Bay Loses Its Iconic Swedish Dot SE Domains
May 20, 2015, 6:31 PM
Most Popular Articles
F-16 Schools Trillion-Dollar F-35 in Mock Combat, Fleeing is Best Option Pilot Admits
July 1, 2015, 5:53 PM
Apple Music: The Money, The Launch Hiccups, and the Nitty Gritty Details
June 30, 2015, 5:09 PM
Apple iOS 8.4 Rolls Out w/ Fix to Crash-Causing Unicode Text
June 30, 2015, 3:24 PM
Windows XP, Vista Users Can Get Free Windows 10 Upgrade Thanks to Loophole
June 23, 2015, 2:23 PM
Quick Note: Lumia 940 XL "Cityman" Phablet Gets Teased Via Tests
June 29, 2015, 5:51 PM
Latest Blog Posts
Sceptre Airs 27", 120 Hz. 1080p Monitor/HDTV w/ 5 ms Response Time for $220
Dec 3, 2014, 10:32 PM
Costco Gives Employees Thanksgiving Off; Wal-Mart Leads "Black Thursday" Charge
Oct 29, 2014, 9:57 PM
"Bear Selfies" Fad Could Turn Deadly, Warn Nevada Wildlife Officials
Oct 28, 2014, 12:00 PM
The Surface Mini That Was Never Released Gets "Hands On" Treatment
Sep 26, 2014, 8:22 AM
ISIS Imposes Ban on Teaching Evolution in Iraq
Sep 17, 2014, 5:22 PM
More Blog Posts
Copyright 2015 DailyTech LLC. -
Terms, Conditions & Privacy Information