Global energy firm BP is using Google AdWords in an effort to help stem the tide of bad publicity that has washed up on its shore following the oil leak in the Gulf of Mexico.
According to news agency AFP, the company has already spent $1.25bn on containing the spill, which occurred following an explosion on the Deepwater Horizon oil platform in April.
And as well as trying to minimise damage to the environment, the company is also attempting to minimise further damage to its reputation with a PPC campaign.
BP has bid on keywords including ‘BP oil spill’, ‘BP oil spill lawsuit’ and ‘BP suit’. All searches bring up a sponsored listing on Google which links through to the company’s page detailing its response to the disaster.
“Info about the Gulf of Mexico Leak. Learn more about how BP is helping,” say the adverts.
Speaking to ABC News, a BP spokesperson, said: “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.”
Commenting on the move, the chief executive of one US marketing firm, said: “…they’re getting so much bad press that directing traffic to their own site is a great PR strategy”.
By Richard Morris