Quiosk Quenches the Thirst for Local Visibility: A Dutch Case Study

Our client, Quiosk, is a groundbreaking vending machine operator based in the Netherlands. Quiosk has redefined the vending experience with an innovative concept tailored to specific moments of indulgence. Addressing the universal need for a quick and tasty snack or refreshing drink, Quiosk operates 24/7, filling in the “blind spots” across the Netherlands and Belgium. The challenge Quiosk faced was enhancing its local visibility to make its unique vending solutions easily accessible to a broader audience.

Quiosk’s innovative vending concept aimed at addressing the changing nature of daily life faced the hurdle of low local visibility. Despite providing a solution to the timeless need for quick and satisfying refreshments, potential customers were not fully aware of Quiosk’s presence and offerings. The challenge was to increase brand awareness and ensure Quiosk’s vending machines were prominently visible to the local target audience. Visibility on Local Search was identified as a top priority, but budgets to build out local landing pages, backlinks or citations were not available.

• The profiles were optimised for local searches, emphasising keywords related to innovative vending solutions and specific products. This was done through bulk upload of services.
• Localised content was integrated into the GBP profiles to enhance its visibility on search engines, making it easier for potential customers to find Quiosk online.
• Quiosk’s Google My Business (GMB) profile received a facelift, incorporating accurate business information, including locations, operating hours, UTM tagging, and contact details.
• Regular updates and engaging posts on the GMB profile increased visibility on Google, making Quiosk more accessible to local users.
• Social Media profiles were added to the local listings to increase retention.

• The profiles were optimised for local searches, emphasising keywords related to innovative vending solutions and specific products. This was done through bulk upload of services.
• Localised content was integrated into the GBP profiles to enhance its visibility on search engines, making it easier for potential customers to find Quiosk online.
• Quiosk’s Google My Business (GMB) profile received a facelift, incorporating accurate business information, including locations, operating hours, UTM tagging, and contact details.
• Regular updates and engaging posts on the GMB profile increased visibility on Google, making Quiosk more accessible to local users.
• Social Media profiles were added to the local listings to increase retention.

3. Google Ads to enhance local visibility and measure its impact

We launched three separate Google Ads campaigns, each targeting different types of vending machine locations: one for ‘new locations,’ one for ‘successful locations,’ and one for ‘underperforming locations.’ Half of Quiosk’s locations were included in these campaigns, while the other half served as a control group.

To measure the success of these campaigns, we compared the actual revenue generated by each location group against their projected revenue. The difference between the projected and actual revenue helped us assess whether the Google Ads campaigns had a direct impact on sales.

Each campaign had a budget of €1,000, spread over two months. We then conducted a Causal Impact analysis to determine the statistical significance of the results. Despite the small scale of the test, we achieved a 92% confidence level in our findings.

• On new locations, our Google Ads investment drove an additional 20X turnover
• On best-performing locations, our Google Ads investment drove an additional 15X turnover
• On poor-performing locations, our Google Ads investment drove an additional 10X turnover.

4. Next steps in Quiosk’s journey for growth:

• Built Local Landing pages
• Working on building a landing page for all the individual Google Business Profiles to support local visibility
• Add structured local business data and align that with GMB.
• Working on a review strategy to grow the number of reviews.
• Work on an SEO strategy for the B2B local discoverability to make sure we get a regular stream of leads that want to place a vending machine.

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Client Review

• Total impressions were up by 1800%, showcasing the effectiveness of the optimisations in reaching a wider audience.

• Total actions, mainly driven by directional clicks from the Google Ads campaign, were up by almost 900%, indicating a significant increase in user interaction, mostly driven by “direction clicks”.

• Total impressions were up by 1800%, showcasing the effectiveness of the optimisations in reaching a wider audience.
• Total actions, mainly driven by directional clicks from the Google Ads campaign, were up by almost 900%, indicating a significant increase in user interaction, mostly driven by “direction clicks”.

Expanded Physical Presence

• Enhanced local visibility led to increased collaborations with local businesses and entrepreneurs and resulted in the installation of additional Quiosk vending machines, strategically filling in the “blind spots” and expanding Quiosk’s physical presence.