Google Places
Optimising Google is everyone's business
More people search for local business information on Google than anywhere else. Yet a lot of SMEs still think of their relationship with Google as a paid search ad alone. Google Places aims to change that. It's a free service that lets owners of SMEs (like retailers and restaurants) raise and refine their profile on Google Maps. And Google asked us to spread the word.
There were challenges from the off. It's not easy to reach SMEs online. Those properties that do target them are expensive and many have limited reach. So we devised a hardworking media strategy. Smart behavioural and contextual targeting was adopted. Optimised networks were chosen. In fact optimisation was the rule throughout.
Flexibility was built-in so any approach that failed to reach target was changed. We used every weapon in our locker, from social media to. email marketing in the UK, US and France. Even seasonal messages were factored in around Xmas. Collectively, it worked. CPA reached 30% below target after weeks of testing and optimization. That's great business.
To find out more view our case study.
