A strategy I recommend for your sponsored search program is keeping an eye out for news-related keywords that relate to your product. For example, if you sell replacement batteries for laptops, you could react to the whole exploding battery flap by sponsoring a term like "Dell battery danger." It's opportunistic but it works. (Incidentally, one of your esteemed bloggers had a battery explode; I'm not sure if that led to any marketing thoughts that we'll read on the blog, though!)
Even so, I was not wild about this one:
But I wouldn't be surprised if they were getting some traffic from it.