A Google search of “BP,” “gulf spill” or “oil spill” pulls up stories and pictures of the disaster in the Gulf of Mexico.
But atop the results page is a paid-for link, “BP.com/GulfOfMexicoResponse” that the sullied oil company established to show how it is addressing the crisis.
The page is a high-profile example of how companies use paid online search advertising — a mainstay of marketing in the last few years — to not only sell products but also manage their messages.
Paid search advertising, in which companies pay for a premium spot on the results list, has gained momentum and the trend is expected to continue.
Companies spend for premium placement when certain terms are searched, saying it raises their online profile with potential customers.
The terms are usually related to the firm’s basic services or some current aspect it wants to draw attention to. Payment to Google is typically based on how many people click on the link.
“More than 80 percent of the online population is on Google and they’re raising their hands asking for your product,” said Maureen Schumacher, Google sales director in Atlanta. “A company is able to place their ad right at the time that their interest is highest.”
Google is the largest but not the only player in the paid advertising search business, with Yahoo and Microsoft’s Bing also vying for their share of paid search dollars.
Internet research firm eMarketer estimates paid search will grow to $12.3 million this year from $10.6 million a year ago. This year’s projected amount is about 50 percent of the estimated $25 million marketers will spend this year on all forms of online advertising, which includes banner ads, video and e-mail.
Spending on online video ads is expected to grow at a faster clip, from a projected $1.5 million this year to $5.5 million in…