Google targeting Insurers as it launches search campaign

Google UK has launched a new B2B campaign looking to get businesses to better understand the need to be top of the list when it comes to on-line searches.

The ‘Find What Matters’ campaign aims to remind businesses of the value of Search as an advertising platform, based on its ongoing importance to consumers.

The campaign launched this month and will run until November, on social including YouTube, display, search, OOH and print media.

Google said the campaign is designed to speak to the “continuous value and ongoing relevance of search to consumers, highlighting the fact that consumers use Google Search with intentionality to find what really matters to them – when it matters”.

It added: “For most consumers, search is often the connection between inspiration and action and the ‘Find What Matters’ campaign aims to remind marketers and media buyers how important Search remains and how transformative it can be for businesses.”

Gemma Howley, Search Lead at Google UK & Ireland, said: “The things that are most useful in life we often take for granted. Like with running water or electricity, it’s easy to forget about the remarkable, complex system that brings you what you want when you turn the tap or hit the switch. Search is the first digital utility – an incredible tool that allows people to cut through a noisy and cluttered world and find what they are looking for, wherever they are.

“We know that even fleeting exposure to an alternative brand can disrupt purchase decisions. This makes Search an incredibly powerful tool and we want to celebrate it in ‘Find What Matters’. In an uncertain world full of questions, it’s important to remember the value of providing an answer.”