BP buys Google, Yahoo oil spill search terms
As BP continues to try to stop the oil gushing into the Gulf of Mexico, the energy giant is also dealing with a public relations nightmare.
That's why the company is snapping up search phrases like "oil spill" and "oil spill claims" on Google (GOOG, Fortune 500) and Yahoo (YHOO, Fortune 500). The strategy, says a company spokeswoman, aims to "assist those who are most impacted and help them find the right forms and the right people quickly and effectively."
For instance, when a user searches "oil spill" on Google or Yahoo, there are millions of results -- but the first link on both search engines is a sponsored ad that leads to BP's "Gulf of Mexico response" page that provides resources and information about the spill.
"In any crisis response situation, one of the first things you do is look at what's happening on Google -- it's a pretty cut and dry tactical move," said Kent Jarrell, a 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."
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That's why the company is snapping up search phrases like "oil spill" and "oil spill claims" on Google (GOOG, Fortune 500) and Yahoo (YHOO, Fortune 500). The strategy, says a company spokeswoman, aims to "assist those who are most impacted and help them find the right forms and the right people quickly and effectively."
For instance, when a user searches "oil spill" on Google or Yahoo, there are millions of results -- but the first link on both search engines is a sponsored ad that leads to BP's "Gulf of Mexico response" page that provides resources and information about the spill.
"In any crisis response situation, one of the first things you do is look at what's happening on Google -- it's a pretty cut and dry tactical move," said Kent Jarrell, a 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."
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