The oral hygiene brand has hired Swiss search engine marketing specialist Agence Virtuelle to co-ordinate the work. When consumers type terms such as sensitive teeth, teeth whitening or teeth into the engine, they will be offered links to a relevant Colgate web site.
Colgate-Palmolive has dabbled with search marketing in the past, but its agreement with Google marks its first pan-European campaign.
The activity will focus principally on three European regions: the UK, France and Germany. In the UK, the campaign is intended to boost sales of Colgate Sensitive.
Search engine marketing is proving to be a boom area for online advertising, with analysts predicting that it will make up nearly 40% of all revenue by the end of the year.
Colgate is the toothpaste market leader in the UK, with sales of £95m in the year to June 2003 (Marketing, Biggest Brands, August 28).