Duly’s experience roughly tracks the timeline of the rise of CPC advertising. Prior to forming Duly, we started buying google AdWords clicks to grow our first software business in 2003, and then the next software business starting in 2006.
So, our roots come from the ‘Brand’ side and not the agency side of the advertising business. Along the way as we grew our software businesses we engaged some performance marketing agencies, but with generally poor results. We came to realize that they just didn’t hyperfocus on the ad spend the way we did, and that their compensation depended on us growing our ad spend, not controlling it. And their reporting tended to always make results look positive, even in the inevitable periods of slower than expected sales growth.
Fast forward a few years to 2015, we had left the software business and started helping a few friends with digital marketing and analytics – this is when we formed Duly. Equipped with our own experience from engaging with agencies, we decided instead that Duly would operate as a consulting business where we could better align our interests (and compensation) with the Brand’s goals and results.
One of the brands we helped early on had invented a new Smart Home Device. Duly helped its early growth via google, facebook and amazon advertising. Amazon (Alexa Fund) invested in the brand’s Series A and B, and as part of that gave Duly access to some great marketing and advertising programs including our own amazon DSP account, Amazon Marketing Cloud and others that we still have today.
To be clear, we are careful with our clients’ Ad Spend, but we are also aggressive about seizing growth opportunities and ramping the Ad Spend rapidly when the results justify it.
Duly is a small company (dare we say boutique) that is Veteran owned and dedicated to going above and beyond to help its clients.