Search marketing firm Reprise Media has developed a tool for online publishers to quickly launch search campaigns promoting new content within hours - rather than days - of its being published, reports ClickZ. The new tool, dubbed FeedCast, takes XML and RSS feeds submitted by content creators and extracts keywords and phrases from them, bids on those terms and converts them into ad copy; sponsored listings are distributed to major search engines and contextual networks through APIs.

FeedCast is in limited beta with 12 publishers, which are using it to place 20,000 daily keyword buys. Clients can use FeedCast for ongoing promotion of all content, or on a one-off basis.

Publishers' use of SEM - essentially buying ads to sell ads - has become more common in the past year. This week, Forbes.com hired 360i to bring in more traffic from search engines.