BP’s Buying the Oil Spill
Elizabeth Marsten Jun 8 2010
ABC News posted a story over the weekend about one of BP’s latest efforts to control the complete and total beating that their reputation has taken and that is: buying PPC ads on keywords like “oil spill” “oil spill clean up” and “oil disaster gulf of mexico” at a rate predicted around $10,000 per day. A little light research shows an avg CPC around $1.22, which isn’t bad at all, but this is the ad they’re running:
So why bring this up? Nevermind the political, social and corporate responsibility and blaming arguments that I could get into, it’s about the ad copy.
It lacks to say the least. (And yes, my favorite part is that they’re “helping” to clean up the mess they made. They’re such good citizens.)
I realize it’s just to trick less savvy internet folks into seeing BP’s defense to the whole mess. But here are the ads they should actually be running (warning- some more serious than others):
VP of Search Marketing
Elizabeth supervises the overall search division at Portent, which includes PPC, SEO, Social Media and Content. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a ClickZ columnist, a Lynda.com author, a Dummies book author and speaks on PPC across the USA at various conferences including the SMX shows, mozCon and Hero Con. Read More