We develop digital breakthroughs
Knucklepuck operates as an extension of your marketing team, meaning your goals are our goals. If your goal is to increase revenue and grow your business (who are we kidding? This is everyone’s goal!), our Paid Media experts have an arsenal of research tools, industry knowledge, and an intimate understanding of the unique advantages of each advertising platform to deliver results. Work hand-in-hand with our team or leave it to us — we will identify what your account needs to reach the audiences you want, and which strategies are needed to bring you closer to your goals.
“In the annuity industry, mismanagement of costs can easily spiral out of control. Knucklepuck paid great detail to learning our business methods and specifications to avoid this.”
On the technical side of Paid Media, we start with an audit of your accounts to ensure we understand your audience and offer a logical user experience with our landing pages and ads. We also review your analytics to ensure we track your data accurately.
To drive the most complete results, it is crucial to leverage both brand and non-brand campaigns. Incorporating a strategic balance of the two, our Paid Media team’s work will ensure relevant users find what they are searching for on your pages and enjoy their interaction with your brand.
In a brand campaign, we use keywords and ads to capture searches discussing your brand and business. Brand campaigns allow you to control your messaging, land your user on your preferred page, and protect your brand from competitors trying to siphon away your visitors.
In contrast, our non-brand campaigns target keywords and ads related to, but not explicitly referencing your brand. Our non-brand campaigns deliver incremental volume and sales from consumers who are already searching for products or services similar to yours.
Regardless of the digital marketing pieces in play, the goal is the same — to meet users’ needs and maximize your business’ chance to drive incremental, sustainable growth. We will use a customized mix of digital marketing strategies to achieve your goals, whether they are to drive brand awareness, promote products and services, or capture qualified leads. Some pieces of your strategy may include:
Our Paid Media team is certified in Google AdWords, Bing Ads, LinkedIn and Facebook Advertising — platforms proven to attract your ideal consumer and deliver results.
And our work isn’t over once the strategy is crafted and ad campaigns have launched. As true believers in measuring success and iterating as we go, our Paid Media team will continually analyze performance, adjust bids and test ad variations, improving strategic recommendations to optimize your return on investment. At the end of the day, the goal of any Paid Media campaign is for your business to make more money and our team is built to deliver on that goal.
Whether you are an SEM veteran or building your first advertising campaigns, our team of Paid Media experts create a custom plan designed to help you to accomplish your specific business goals. We believe that when you win, we win.
To kick things off, we’ll set up strategic meetings with your team, dig into your existing website and accounts, research your industry, and ask questions until we have a clear understanding of your marketing goals and needs.
This preparation is essential to establish proper structure within our Paid Media accounts, which creates levers for efficient bidding, testing and granular budget allocation that protect the investment. Translation: we prepare, we implement a campaign, we conquer.
The Knucklepuck philosophy centers around constant iteration. We continually measure our Paid Media campaigns and test our strategies to learn where we can better focus our efforts.
Digital advertising is constantly in flux, so we continually adapt our campaigns to balance bids (the quantitative factors) and improve Quality Score (the qualitative factors). A high quality ad campaign captures the right audience with the right message, leading to high clickthrough rates and therefore a higher Quality Score, lowering your cost-per-click and saving you money. The end result? A user experience optimized for human users and search engines alike.