Case study: Hoovers | Agency: Google AdWords | Sector: Retail | Format: Search
For the past few years, Google AdWords has accounted for the vast majority of Hoover’s Online’s marketing activity in the UK. Launched in the early 1990s, Hoover’s Online is a leading business information service which provides up-tothe- minute company, industry and market intelligence.
Hoover’s Online aims to provide easy access to the most comprehensive business information available. However, one of its greatest challenges is communicating exactly what it is that it can offer. To convey the extent of information available and how easy the system is to use, Hoover’s UK worked closely with Google to set up an AdWords campaign that would act as direct link between the user’s search query and the solution that Hoover’s offers.
As Elizabeth Prowse, SEO Specialist at Hoover’s UK, explains, “In an online business community, an AdWords account is a real necessity to maintain a strong position, both by brand equity, and through effective lead generation.”