When BP needed to reach the public about oil gushing from the Deepwater Horizon rig in the Gulf of Mexico, the company developed an interesting media strategy. In addition to allocating $50 million for TV ads, BP spent an estimated $1 million per month to purchase search engine keywords like "oil spill," "Gulf spill" and other related terms. When keyed in at popular search engines, the words directed audiences to BP's disaster-response website. Using the Internet, search for key words related to one or more of your favorite products. Identify sponsored links that appear among search results, and click to see where those links lead. Which brands are getting top spots in the paid search results? Where do the sponsored links take Web users, and for what purpose? Is this an effective form of advertising for these brands? Why or why not?