A Growth Engine for Europe

Helsinki-based Crema provides coffee machines and supplies to businesses and consumers, and has used Google AdWords ever since it was founded in 2007. It’s a strategy that’s paid off. AdWords has pulled in tens of thousands of new customers to the website, and the firm’s income has steadily increased. What’s more, Crema has grown its staff from two to six employees.

The aim of using AdWords is to generate direct online sales, so customers are guided straight to the product pages. Search words in the “niche” product category have performed especially well, and the company has also won customers from overseas, particularly from Sweden. Managing Director Anssi Ruohtula explains: “In our neighbouring country of Sweden, the coffee sector is more established and there is greater demand. We benefit from the difference in the exchange rate, even when taking into account shipping costs. That’s why we plan to develop our marketing and build on our targeted online promotion efforts in Sweden.”

For Anssi, there’s no question as to which products they’ll be using: “Google provides assurance for our online sales. Its tools are reliable, efficient and more cost-effective than disparate bespoke solutions.”