Paid search 'can counter bad press'

Category: Search

March 31st 08, 08:58

Companies should consider the benefits of paid search when dealing with negative PR, it has been claimed.

A new post on E-consultancy asserts that while search engine optimisation can be a good way of handling bad press, firms should recognise the attractions of paid search to this endeavour.

The publication offers the example of a search for "Virgin airways complaints", which brings up a paid link featuring and ad from Virgin.

Acknowledging that a consumer searching for complaints may be unlikely to respond to a traditional ad, the article claims that an ad asking if Virgin could do anything to help would potentially be a positive thing.

The news provider asks: "But isn't it possible that turning off broad match and actually serving an ad acknowledging the query and asking if there was anything you could do to help might turn negative PR into positive word of mouth?"

In related news, American Airlines recently launched a Facebook application, Travel Bag, in an attempt to monitor consumer behaviour more accurately.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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