Increase in Qualified Leads
Increase in Clicks
Reduction in Cost Per Qualified Lead
Reduction in Cost Per Click
Annuity.org is a premier digital resource for people researching annuities and structured settlements. The website provides factual, informative articles on complex financial topics and connects users interested in selling their annuity or structured settlement with purchasing firms.
Annuity.org’s longstanding digital presence and ongoing paid media advertising were already garnering impressive results. Annuity.org turned to Knucklepuck’s Paid Media Team to explore growth strategies to increase its number of qualified leads while driving down cost per acquisition as low as possible.
Knucklepuck’s challenge was to identify growth opportunities in an already efficient account while optimizing cost per acquisition.
Knucklepuck’s Paid Media Team began with an audit of Annuity.org paid media analytics and performance data to isolate differences across various metrics and ad schedules, such as time of day and time of week ad placement. Constant communication with the Annuity.org team — including weekly check-ins — led to a trusting relationship that allowed for further testing and optimization.
Knucklepuck ran Annuity.org campaigns across three major platforms: Google AdWords, Bing Ads and Facebook Ads. Our strategy relied heavily upon executing identified growth opportunities, manual bidding, control of keyword matching and client communication.
After only four months of work, Knucklepuck was able to meet Annuity.org’s goals. As a result of our strategy, Annuity.org spent less on advertising and saw a significant increase in qualified leads. Knucklepuck’s campaign management also resulted in increased click traffic and a decreased ratio of ad spend per qualified lead.
The results Knucklepuck drove show there is always room for improvement, even in longstanding, high-performing paid media advertising campaigns.