1. eOffice found 40 percent of its customers
with Google AdWords.
In a world of consultants, freelancers, startups, and incessant business travel,
“This year’s sales and number the virtual office has evolved from being an avant-garde trend to being a staple of
of active clients have grown
400 percent over last year, and business life. Since its launch in 2002, London-based eOffice (www.eoffice.net)
that’s an indicator we are spending has recognized this evolution as the need for flexible business and office solutions.
the bulk of our online marketing Based in a central Soho location, eOffice provides an extensive menu of services
budget in the right place – with ranging from startup office facilities to meeting rooms to “hotdesks,” providing
Google AdWords.”
workstations available on demand. More traditional office services (messengers,
Paolo Mucelli printing, postal handing, voicemail and teleconferencing) are also available from
Founder and CEO,
eOffice the company.
Approach
Well suited to today’s demand for office amenities without the overhead, eOffice
relies on a marketing mix of promotions, PR, and advertising. Its online marketing
activities include directory listings, portals, email, banner ads, and pay-per-click
services.
ABOUT GOOGLE ADVERTISING
The purpose of all this activity, says Pier Paolo Mucelli, the founder and CEO of
Google AdWords is the world’s largest eOffice, is to achieve several imperatives: reach a greater number of qualified
search advertising programme,
prospects; gain more international exposure; and convert more prospects into
currently used by more than 150,000
businesses to gain new customers cost- paying customers. “As a young company, the only way we can meet these
effectively. AdWords uses keywords ambitious goals is through very targeted programmes. Traditional advertising
to precisely target ad delivery to web would have been prohibitive to our young organization. That’s why we started a
users seeking information about a
Google AdWords campaign in July 2002.” Mucelli adds that as a Google user
particular product or service. The
program is based on cost-per-click himself, he “was attracted to the easy setup of the programme, and the fact that
(CPC) pricing, so advertisers only pay there are no minimum fees.” As a test, eOffice first ran ads based on 20 or 30
when an ad is clicked on. Advertisers keywords, and probably spent about £20 the first month.
can take advantage of an extremely
broad distribution network, and choose Results
the level of support and spending
appropriate for their business. It was a successful test. Within three months, Mucelli says, “We had built up
some 4,000 keywords. In the last four months of 2002, we saw nearly 13,500
For more information, go to clickthroughs to our site – far more than we’d seen using other programmes.
www.google.co.uk/ads
And in the year since, that number of clickthroughs has actually tripled. These
are viable and interested prospects we are reaching that we did not see before.”
Mucelli notes that, “Google users tend to be technology savvy, and that means
they quickly recognise the value of our services, and are ready to act on them.
They are seeking what we offer. And since AdWords ads are so relevant, we are
receiving more business from international clients who have need of London-
based office services – companies we would not have been able to reach any other
way that was as cost-effective.”
Mucelli also cites the higher conversion rate of AdWords ads as more proof that
Google users are responsive. In fact, he says, “We know that 25 percent of our
current customers have come through Google AdWords, and this lot are generating
at least £250,000 annually.”

2. EOFFICE.NET
The indirect benefits of Google keyword advertising are also invaluable, Mucelli
“We had built up some 4,000 says. “The ads themselves give us new visibility, which in turn leads to greater
keywords. And in the last four
months of 2002, we saw nearly PR exposure. Even the sorts of businesses who are looking to become suppliers
13,500 clickthroughs to our or partners see these ads. We’ve gotten very targeted leads, proposals for
site – far more than we’d seen collaboration, not to mention leads for our own staff recruiting.”
using other programmes.”
In summary, says Mucelli, “This year’s sales and number of active clients have
grown 400 percent over last year,” and that’s an indicator, he says, that “we
are spending the bulk of our online marketing budget in the right place – with
Google AdWords. eOffice will continue to use digital marketing activities, and in
particular, collaborate with Google to actively promote our services. Simply put,
Google is the most effective avenue we have among all that we use.”
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