Search Ad Pricing and Current Events

Bambi Francisco takes a look at the relationship between current events (for example, the recent Vioxx recall) can drive keyword advertising in: News expands paid-search terms.

But is sponsoring keywords related to news event an effective source of marketing?

Apparently it is for at least one law firm that paid up for the term Vioxx.

"On Friday, we received about 13,500 hits on our Web site," said Richard Patterson, an attorney at Owen Patterson & Owen, a nearly 30-year-old law firm specializing in personal injury cases. Roughly 2,500 visitors came from the search campaign Friday, 25 times the total traffic (search-engine leads as well as visitors that go directly to the site) on a typical day, Patterson said.