BP Buys Google Ad Words: Buys Search Engine Keywords 'Oil Spill'

by NowPublic Staff | June 8, 2010 at 01:42 pm

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BP Buys Search Engine Keywords On Google, Yahoo. Defenders of Wildlife Strike Back

BP is buying search engine keywords on Google, Bing and Yahoo to improve the placement of BP website in search results, when people use terms like "oil spill."

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.

But it seems an environmental group is also competing for keywords that people use to find information on the Gulf Oil Spill. If you type the word "oil spill" into Google the first link result, a paid result, is for a Defenders of Wildlife which has an online petition asking the government to ban offshore oil drilling.

Buying search terms is a smart strategy for effective Public Relations. The volume of information spewing out when you type the words "oil spill" is astounding - much of it bad for BP. Buying search engine keywords guarantees BP the top placement in search results. But buying search engine keywords is fluid auction based business and it requires due diligence.

Since most people usually only click on the very top links BP and Defenders of Wildlife are hoping their respective messages will get through.

MSNBC is estimating that BP is spending $10,000 per day on buying search phrases and words like "oil spill." It likes BP will have to spend even more to ensure it owns those important search terms.