Knowing Your Audience

During the discovery workshop, KEEN explored Wagepoint’s business model, primary client services, industry, and seasonality of the market in order to get a deeper understanding of their goals and objectives. KEEN team performed an audit of Wagepoint’s existing Google and Facebook campaigns. Working with the Wagepoint team, we decided to overhaul their campaigns and create new ones. The key to building successful Google Ads campaigns was breaking them down by their desired target audience. This strategy allowed us to create ad copy directly addressing small business owners and payroll professionals. As these campaigns were built on both Google and Facebook, we also focused on creating the appropriate conversions through Google Ads and Facebook Pixel. This strategy resulted in Wagepoint growing from a positioning and awareness standpoint. By adjusting the ad copy to reflect the industry’s seasonality, there’s been a 277% increase in signup conversions through the ads.