BP Invests In Google AdWords To Protect Brand Reputation
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10th June 2010
Following the recent oil spill that occurred in the Gulf Of Mexico, BP, the company responsible for the disaster, has been working hard not only to clear up the mess created, but also to save face.
The company is paying for sponsored placement in search results for several phrases such as ‘oil spill’, ‘Gulf oil spill’ and their own brand name on Google, Bing and Yahoo!
BP are paying enough per click to secure the top spot on the search engines for these search terms. It has been estimated that they could be spending over $10,000 per day to retain the top position on all the search engines.
Sponsored link from BP on Google SERP
BP’s explanation for this move is that they would like to guide people to the “correct information” about the incident and the efforts they are putting in to clear the mess, as well as to help people to file claims where applicable.
The description placed alongside the ad reads, “Learn more about how BP is helping.”
Spokesperson for BP, Toby Odone says, “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.”
While the money spent on these searches may be money well spent to protect their brand reputation, it would not help if it is used to just pull wool over the eyes of the public. If the public feels that BP are not doing enough to correct the damage they have done, and are just trying to send out a ‘positive message’ they could damage their reputation even further.
Users on Facebook and Twitter are already sending out messages calling the spill an act of ‘accidental terrorism’ and are asking for the boycott of BP.
Tags: bp, brand, google, google adwords, pay per click, search
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4 Responses to “BP Invests In Google AdWords To Protect Brand Reputation”
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Techbeast.net » The End of the World : 13 June 2010 at 11:12 pm
[...] Now, this is where it gets messy. BP have already been noted to have used money to influence one of the biggest search engines in the Western world to make the search results that little [...]
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BP have been treated unfairly in this as the only involvement of the company is they own the right to the oil. The American company Transocean are contracted by BP to do the drilling, supply the rig and the operating staff. As a contractor they are responsible should anything go wrong. It will not surprise me as the share price of BP continues to slide that exon or mobil will be waiting for the right price to make a hostile take over of BP. The whole thing stinks to high heaven!
Thank you so much for sharing your knowledge and perspectives. It is appreciated.
BP should learned with their mistakes and cleared up all the mess they done regarding with the oil spill. One thing I learned in this issue that money wont help to solve problems all the time sometimes it will worst it!