- Achieved a 478% return on investment for a non branded campaign in the banking and insurance industry.
- Earned 24.6:1 ROAS for a travel customer (every euro spent on Quru earned 24.6 euros for the client)
- Doubled traffic to a retail website with limited budgets.
- Google Adwords Certified
- Google Analytics Certified
Name, title and what are you doing at Quru?
My name is Mikko Köngäs and I am Senior Online Marketing Strategist. I am mainly working with SEM accounts.
How did you end up at Quru?
I am actually one of the founders. In 2009 group of colleagues decided to start own company Kwantic, which later became Quru. So, I have been here since the beginning.
What have you been doing lately?
Lately, I have been working quite much as a retainer, so I`ve been a lot at client premises, being part of their digiteams. I have been working more in client premises, than in our office for couple of years already. That has been my main role and that is why I have not been seen that much at the office at Quru.
What is your most recent discovery about your work?
I have started to learn to trust display advertising, and that you are able to get some results from it. I have always doubted, and I still doubt the efficiency of display advertising, at least for smaller companies without big budgets. It is cheap, but it is difficult to get results, so is it beneficial? It depends on what figures you are looking at.
What is the most challenging thing about your work?
To get people to understand the value of Search Engine Marketing. SEM has always been very efficient channel, but it is usually seen as add on or not that relevant. Clients might spend big money on TV, radio, display or print, but at the same time SEM budgets can be very limited. Results shows that SEM is the most efficient channel month after month, but we still need to defend our existence and beg bigger budgets.
What is the most relevant thing about your expertise?
It is still people business, so I think how you act with the client and how you work with the team is more important than knowing which button you need to press. Main thing is to understand the client’s business, how the business works, and how we can help. It is not to make all the fanciest and most complicated automated systems, but to be trustworthy and well serving.
What new is happening in your field?
It is developing all the time. New features and ways of doing marketing comes all the time. Automation has always been talked about. But now there are a lot of new ways to actually do it
How has the industry changed during your career?
When I started, the whole text ad was shorter than the headlines are nowadays. So, a lot has changed. Mobile was not big when I started, it was just becoming a part of the work while nowadays it is the main thing. Mobile has conquered the traffic from desktop. Basically, there is so much stuff coming all the time and so much you can do compared to that time. And when I started, the measuring was not at a very good level either. We used to only look at marketing figures like clicks, impressions, CTR, CPC, which of course are KPIs nowadays as well. But now, as the measurement has developed the main point has become to generate sales or leads. The whole industry has changed so much and developed. You really can’t compare the world in 2008-2009 to how it is now
If you could only choose one application/program for your job, what would it be?
It would be Google Ads, for sure, as it basically takes up 75 % of my time.
Describe your work using 5 emojis.
What is the best thing about working at Quru?
We used to be entrepreneurs and we still work in that manner. We have total freedom, but at the same time there is full responsibility to take care of the clients and do the work. You can decide how you work and when and where.
During my time at Quru (and Kwantic) I have successfully managed several advertising accounts/campaigns during the past ten years. I have also run global campaigns in dozens of different countries. My focus is always in clients results. I´m keen to increase clients sales, revenue and decrease unnecessary costs.
During past three years, I have been consulting biggest media agencies in Finland and been working as a part of their digiteams. I have also hosted various trainings and workshops around search engine marketing.