As part of a damage control campaign, BP upped its spending on Internet marketing from $57,000 a month to almost $3 million, buying keywords associated with the oil spill such as “oil spill,” “leak,” “top kill” and “live feed”.
Google would display the ads when a user searches, including broad match keywords, for information about the spill.
Man isn’t it good to know that when the shit really hits the fan, companies can immediately turn to Google to help them recover their
image in an attempt to mould public opinion, if the budget is large enough.
The data that was obtained by Ad Age, also includes huge brands such as GM, Walt Disney, Eastman Kodak and BMW.