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Key Word Advertising in PR
By Bill Comcowich
President & CEO
CyberAlert, Inc.
Key word advertising is the fastest growing sector of advertising and marketing expenditures.
Does it have a role in public relations?
Both Google and Yahoo! have built enormous businesses on key word advertising, also known as "sponsored links."
When you search a key word, Google or Yahoo! display text ads for sponsors in the right hand column and, sometimes, above the column of article listings. The ads also appear in other subject-specific Web sites that are partners of Google or Yahoo!.
Unlike traditional advertising, the sponsor does not pay a cost per thousand for "impressions". Instead, the advertiser pays each time a person clicks on the text advertisement which links to the Web site of the advertiser. The cost of each click through is determined by the amount that the advertiser bids for any given key word. Cost per click can range from a low of $0.10 for an obscure key word or phrase to as much as $4.00 for a highly competitive phrase such as "mortgage loan". For most advertisers, a "click through" is equivalent to a "sales lead" and click through rates are extremely low compared with other forms of advertising to generate sales leads.
Instead of searching the listings produced by a Google or Yahoo! search, many consumers now use key word ads as a convenient way to find products. Key word advertising, then, has become a must-have marketing tool for most products.
Click through key word advertising can be a cost-effective tool to drive consumers to the Web site for a specific PR program or to read a recent news release.
Ken Lay, the embattled former CEO of Enron, has a Web site to present his point of view on the scandal — and uses key word advertising to drive readers to the site. Enter the search terms "Ken Lay" or "Enron scandal" in Google or Yahoo! and up pops a text ad with the copy...
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Ken Lay Information www.kenlayinfo.com Comprehensive Database Of Articles & Info. Learn The Truth. |
The ad copy links to the site kenlayinfo.com.
With thousands of articles in the Enron scandal containing his name, it is unlikely that his web site would rise to the top of the normal search listings. In a recent search of the phrase "Ken Lay", the kenlayinfo.com web site was listed as the 22nd article. Few searchers get past the first 20 listings. The sponsored link, then, assures that a much higher percentage of persons making the search will be drawn to his Website and get a dose of his point of view about the scandal. Since most journalists now use the Internet to conduct background searches for story research, it is likely that most journalists would access his website in order to have a balanced story.
Lay's website contains carefully selected articles about the Enron scandal, transcript of a press conference with him, video interviews with Lay by CBS News and with his attorney Mike Ramsey on CBS Marketwatch, biographical information, some of his legal filings, and op-ed pieces written by Lay and Ramsey. Lay had pleaded "not guilty" to all federal charges of fraud and other felonies in connection with the Enron scandal.
In all, the Web site is an effective tool in Lay's battle for public opinion. At an estimated cost ranging from $2 to $4,000 per quarter, the use of click through key word advertising assures that more people will be exposed to Ken Lay's "marketing" position in his criminal defense.
Generally, public relations practitioners focus on obtaining free publicity placements, only rarely purchasing advertising space. In the new media environment, however, PR professionals may opportunistically consider the use of paid key word sponsored links to increase exposure of corporate PR messages to larger and broader audiences. The tactic can be especially useful in new product announcements and in public relations programs focused on controversial issues.
You comments, suggestions and feedback on this article are welcome.
About the author:
William J. Comcowich is President and CEO of CyberAlert, Inc., (www.cyberalert.com) a leading worldwide media monitoring service that monitors 25,000+ news sites worldwide in 17 languages; 100,000+ message boards, forums and Usenet news groups; and 5+ million blogs.
