Many times special events present special opportunities. One example of a special event is the problems that businesses encountered which were under missile attack during the war. Protecting data from going up in smoke is a high priority for them. This presents an opportunity for companies which offer off-site data backups and data transfer solutions.
Starting or increasing the exposure of a PPC campaign would be a good start for these companies. Since Google Adwords allows you to decide which geographical areas you can target – the North of Israel and Lebanon would be a good choice. A special landing page assuring visitors that the work can be done immediately would also help.
During the war I checked AOL’s keyword popularity database. On the day I checked, the word Israel was very high at no. 6 and Lebanon was no. 11. The Israeli Foreign Office had a very high rating in the natural search results. They could have quickly changed the snippet that the search engines show to draw more people into their site. In addition, they could have started a PPC campaign to further advance their goals.
Although most of the people searching for “Israel” were probably interested in news about the war, this also presents other opportunities. For example, companies which sell Israeli consumer products could geo-target sponsored link campaigns triggered by the “Israel” keyword. They would do this in areas where they have good potential clients.
These are just a few examples. Other events include winning gold medals, song contests, conferences, etc. The savvy web marketer is always ready to take advantage of special events.