**BP's use of sponsored links to reach a large audience after the Deepwater Horizon oil spill**
BP's use of search engine keywords was a smart way to reach a large audience of people who were already interested in the oil spill. By purchasing keywords related to the spill, BP ensured that their website would appear at the top of search results pages, making it easy for people to find information about the company's response to the disaster.
For example, when I searched for "Apple Watch," the top three sponsored links were for Amazon, Best Buy, and the Apple website. The Amazon link took me to a product page for the Apple Watch, while the Best Buy link took me to a page where I could compare prices for the Apple Watch from different retailers. The Apple link took me to the company's website, where I could learn more about the Apple Watch and purchase it directly from Apple.
**The effectiveness of sponsored links**
I think that sponsored links can be an effective form of advertising for brands that are well-known and have a strong online presence. When people are already searching for information about a product or service, they are more likely to click on a sponsored link that takes them directly to the website of the company that they are interested in.
However, sponsored links may not be as effective for brands that are not as well-known or that do not have a strong online presence. In these cases, people may be more likely to click on organic search results, which are not paid for by the companies that they are advertising.
Overall, I think that sponsored links can be an effective form of advertising for brands that know how to use them effectively. However, it is important to remember that sponsored links are not a magic bullet, and they will not be effective for all brands.
**Factors that affect the effectiveness of sponsored links**
The effectiveness of sponsored links depends on a number of factors, including:
* The quality of the ad. The ad should be relevant to the search terms that people are using, and it should be clear and concise.
* The placement of the ad. The ad should be placed at the top of the search results page, where it is most likely to be seen by people.
* The bidding strategy used by the advertiser. The advertiser will need to decide how much they are willing to pay for each click on their ad.
* The competition for the keywords that the advertiser is targeting. The more competition there is for a keyword, the more the advertiser will need to pay for each click.
* The overall quality of the website that the ad links to. If the website is poorly designed or does not offer a good user experience, people are less likely to click on the ad.
**How to improve the effectiveness of sponsored links**
By understanding these factors, advertisers can improve the effectiveness of their sponsored links and reach a wider audience of potential customers. Here are some tips for improving the effectiveness of sponsored links:
* Use relevant keywords. The keywords that you use should be relevant to the product or service that you are advertising.
* Create clear and concise ads. The ad should be clear and concise, and it should be easy to understand what the ad is offering.
* Place the ad at the top of the search results page. The ad should be placed at the top of the search results page, where it is most likely to be seen by people.
* Use a competitive bidding strategy. The bidding strategy should be competitive, but it should also be cost-effective.
* Create a high-quality website. The website that the ad links to should be high-quality, and it should offer a good user experience.
**Conclusion**
Sponsored links can be an effective form of advertising when used correctly. However, it is important to understand the factors that can affect their effectiveness in order to maximize their reach and impact. By following the tips above, advertisers can improve the effectiveness of their sponsored links and reach a wider audience of potential customers.