BP is demonstrating how to effectively utilize search engine marketing by buying Google’s top keyword search for the term ” Oil Spill”. When you search this term in Google you will see BP as the top and only search option in Google. The link takes you to a news page on the BP website where they are publicizing their efforts to respond as quickly as possible to the oil spill they caused over 50 days ago.
Sponsored search is also known as Pay Per Click Advertising (PPC) or Cost Per Click (CPC) because you only pay when your ad is clicked on, not when it appears. Therefore, if you click on the link to BP’s sponsored ad for the term “oil spill” they will be charged for your click. The rate they will be charged is not known publicly because it is determined by Google’s sponsored search management program Google Adwords.
Clicking on the link multiple times will cause your IP Address to not charge the company. This is Google’s way of avoiding spam clicks.
If you want to help waste BP’s advertising dollars, follow these steps:
1) Search the term “oil spill” in Google
2) Click on their sponsored search link at the very top results (only once)