Wall Street Journal: Small Web Advertisers Dash as News Breaks (Sub. Req.)
U.K.-based online data storage company Emergent Intranet saw a 40-fold increase in web site traffic following the purchase of keywords "blackout," "block out" and "power outage" for five cents per click through Google's AdWords. David Morison, owner and sole employee of Emergency Intranet, says he received top positioning following his bid. The article goes on to discuss the notion of quick reaction to news events and how vigilant marketers can turn a popular event into a profitable event.
