Feeds

Leaked Google docs out top search ad spenders

BP spilled $3.6m in Gulf spin campaign

Build a business case: developing custom apps

Following its oil spill in the Gulf of Mexico, BP went from spending about $57,000 a month on Google search ads to an enormous $3.6m outlay for the month of June alone, according to a report citing internal Google documents.

Documents obtained by Ad Age list BP as Google's sixth largest advertiser in June. Early that month, BP began purchasing ads for keywords such as "oil spill" not only on Google but on Yahoo! and Microsoft as well, pushing netizens to its "www.bp.com/oilspillnews" site, where they could, in the company's words, find "Info about the Gulf of Mexico Spill" and "Learn More about How BP is Helping".

According to Ad Age, BP also purchased video search ads, which send surfers straight to its online videos designed to spin the oil-spill news.

BP buys oil spill keywords

The leaked documents also list other top Google advertisers for the month of June. AT&T Mobility tops the chart with $8.08m in spending - part of its effort to promote Apple's iPhone 4. Apollo Group, the outfit responsible for those ubiquitous University of Phoenix online-course ads, spent $6.67m. Online travel firm Expedia hit $5.9m. Amazon reached $5.8m, and eBay spent $4.2m.

Google rival Apple spent just under $1m, Ad Age said.

According to the documents leaked to Ad Age, each of these outfits accounted for less than one per cent of Google's US revenues in June, and together, the top ten advertisers listed in the documents accounted for just five per cent of total revenues.

The documents list 47 advertisers that spent more than $1m in the month of June, 71 that spent between $500,000 and $1m, and 357 that spent between $100,000 and $500,000. All of these customers are directly billed by Google. The documents do not cover the who-knows-how-many advertisers who pay as they go via Google's online Ad Words system. ®

Build a business case: developing custom apps

More from The Register

next story
iPad? More like iFAD: We reveal why Apple fell into IBM's arms
But never fear fanbois, you're still lapping up iPhones, Macs
Sonos AXES support for Apple's iOS4 and 5
Want to use your iThing? You can't - it's too old
Amazon says Hachette should lower ebook prices, pay authors more
Oh yeah ... and a 30% cut for Amazon to seal the deal
Philip K Dick 'Nazi alternate reality' story to be made into TV series
Amazon Studios, Ridley Scott firm to produce The Man in the High Castle
Joe Average isn't worth $10 a year to Mark Zuckerberg
The Social Network deflates the PC resurgence with mobile-only usage prediction
Chips are down at Broadcom: Thousands of workers laid off
Cellphone baseband device biz shuttered
Feel free to BONK on the TUBE, says Transport for London
Plus: Almost NOBODY uses pay-by-bonk on buses - Visa
Nintend-OH NO! Sorry, Mario – your profits are in another castle
Red-hatted mascot, red-colored logo, red-stained finance books
Twitch rich as Google flicks $1bn hitch switch, claims snitch
Gameplay streaming biz and search king refuse to deny fresh gobble rumors
Stick a 4K in them: Super high-res TVs are DONE
4,000 pixels is niche now... Don't say we didn't warn you
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Boost IT visibility and business value
How building a great service catalog relieves pressure points and demonstrates the value of IT service management.
Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Maximize storage efficiency across the enterprise
The HP StoreOnce backup solution offers highly flexible, centrally managed, and highly efficient data protection for any enterprise.