Educomp turns to Google ads to clear name

In an attempt to clear its name following allegations of account manipulation by a "bear cartel", education solutions provider Educomp Solutions has also selected an innovative way of advertising, besides filing a police complaint.

It is using AdWords, a Google advertising option on the internet that allows users who spot these ads to click on a link that opens a page on Educomp’s website containing clarifications addressing the allegations about the company that were circulated by emails earlier this week. When people search on Google using one of the advertiser’s keywords, the ad may appear next to the search results. These ads also appear on websites of newspapers and other media.

“This is one way of countering the malicious rumours spread by people with vested interests. We are reaching out to the public not to advertise our product but only to give them information and present them with facts," said an Educomp spokesperson when asked about the AdWords campaign.

The company has, however, sought action against those spreading these rumours and said it will approach the Securities and Exchange Board of India (Sebi) tomorrow.

The company's stock, meanwhile, rose 16.15 per cent on the Bombay Stock Exchange to close at Rs 1,782.80 today. The company has also managed to convince analysts that it's a clean stock; research firm reports like Merill Lynch and CLSA gave the company clean chits.

AdWords is Google's flagship advertising product and main source of revenue contributing about $16.4 billion (Rs 78,720 crore in 2007). AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.

“There is a bidding process for keywords and the bid amount can be as low as the advertiser wants to quote. Advertisers bidding the highest gets the keyword. So there is no definite cost in this form of advertising,” said Sanjay Tiwari, director, Juxt Consult.

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January 22: Educomp Solutions files police complaint