The company has appointed bigmouthmedia to handle a six-figure campaign, aimed at driving users to FT.com and building the readership of the paper.
The agency worked with the FT to develop the new strategy, which Mat Braddy, FT senior marketing manager, said would also help to advertise the newspaper's special reports.
He explained: "Keyword marketing plays an increasingly important role in our marketing plans for both FT.com and the Financial Times newspaper.
Our main focus for FT.com is to drive traffic while the FTN work is more acquisition-led.
"Our work with bigmouth allows us to bring to light the more specialised areas of our content, such as reports on a range of subjects from urban regeneration to India and globalisation," he explained.
The appointment preludes a new marketing effort from the company, details of which can be expected soon, said Braddy.
Of the search appointment, he added: "Search is obviously one part of the mix - it is something it would be stupid not to do."
Bigmouthmedia won the account after a pitch in March. The agency was appointed to the business at the start of April.
Steve Leach, managing director of Bigmouthmedia, said the FT would be able to compare the performance of its paid-for listings with its natural-search optimisation spend to gauge which delivered the best ROI.
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