Het Poetsbureau (Glowi)

Online campaigns as the engine of successful service delivery

In 2022, 54% of the applications and 37% of the customer requests from Het Poetsbureau came from online advertising campaigns. Setting up and monitoring these campaigns was therefore the most important task for Unikoo's performance marketers.

Together with the internal marketing team at Het Poetsbureau and the external marketing agency, we participated in various initiatives to increase conversions, including:

• Contributing to strategic exercises. For example, a few months ago, we rolled out a new strategy for online campaigns, after which the number of applications rose sharply and we reduced the cost per application.
• Testing new campaign types and channels.
• Conversion rate optimization by implementing new conversion points or micro-conversions and improving landing pages.

The biggest challenge of this project? In some offices, there is a high need for household helpers, while others are just looking for customers. This tension requires continuous adjustment of budgets and campaign content.

To measure is to know: tracking, analyzing and reporting

In addition to managing the online advertising campaigns, we are (partly) responsible for tracking, performing various analysis exercises and presenting strategies and analyses to management.

For example, throughout the collaboration, our range of tasks was expanded to include:

• Monitoring and improving tracking via Google Tag Manager, Google Analytics (4),...
• Predicting the impact of the disappearance of 3rd party cookies and drawing up an action plan to deal with this in an appropriate way.
• Various analysis exercises via Hotjar, Google Search Console, Google Data Studio, Google Analytics,...
• Presenting results from our analyses to external parties and board members.

Het Poetsbureau becomes 'part of Glowi'

Het Poetsbureau has been part of the umbrella brand Glowi since September 2022. In addition to household help (Het Poetsbureau), the various branches of Glowi also focus on B2B cleaning (Glowi Facilities), temporary work (Glowi Jobs) and cleaning products (Glowi Goodies).

The convergion of these companies and the associated rebranding of Het Poetsbureau to Glowi asked for extra attention so the target group was sufficiently informed, even when it comes to online campaigns. In that regard, our performance marketers provided:

• Setting up brand campaigns for Glowi and modifying all ad texts.
• Online support for radio and TV campaigns, including video ads on YouTube and social media.
• Updating the images of the ads in the new corporate identity.

Finally, we are also participating in a SEO optimisations for Glowi Facilities. All this was aimed at obtaining more and higher quality organic traffic for professional cleaning and window cleaning. Here, we mainly focused on content (keyword analysis, optimization of website content,...) and link building.

What's next? We are already looking forward to continuing to work for Het Poetsbureau - part of Glowi in the coming months. This is how we help growing this great company.

Are you also looking for support with advertising, tracking, analysis and/or SEO? Contact us !