Digging into paid search ads

06/4/2007 | Advertising Age (tiered subscription model)

Marketers such as Procter & Gamble, Johnson & Johnson and Colgate-Palmolive are beginning to better utilize paid ads on search engines, selecting terms that are seasonal or in vogue. For example, Johnson & Johnson's Clean and Clear brand recently switched from paid search ads linked to "prom" and "acne" to ads linked to "wedding" and "acne" to target searchers focused on the summer wedding season.

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