Colgate pays for premium links on Google in Europe

Colgate-Palmolive is embarking on a pan-European digital marketing campaign to boost the performance of its Colgate brand on internet search engine Google.

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).

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