When search engine marketing enters the conversation in PR circles and vice versa, it’s usually search engine optimization, not pay per click that gets attention. However, there are numerous opportunities to use the on-demand visibility of Pay Per Click as a method to attract visitors to news related content.
Publishers of online news and media use Pay Per Click to create instant search visibility for hot and trending news stories. Here’s an example of the NY Times using AdWords to promote a story about Twitter. You can also see from this screenshot via Spyfu, some of the topical and time sensitive keyword phrases they’ve bid on to drive traffic to news stories.