Overview
Seeking to drive developer signups and enhance brand awareness, the client partnered with BuySellAds to build a scalable, efficient advertising strategy. This long-term collaboration achieved impressive results, reducing signup costs by 91% while adapting to complex KPIs as the campaign progressed. This case study underscores the importance of strategic partnerships, continuous optimization, and a data-driven approach in delivering impactful results.
About The Client
The client is a leading cloud-based identity and access management platform providing secure, flexible authentication and authorization solutions. With a market cap over $10 billion, this publicly traded company supports developers and businesses of all sizes in the areas of security and identity management.
Partnership History
Since 2018, BuySellAds has been a trusted partner in helping the client overcome the unique challenges of engaging developer audiences at scale. Together, we’ve evolved strategies to address complex marketing challenges, uncover market opportunities, test channels, and drive campaign efficiencies aligned with the client’s changing goals.
“When I let BSA take the lead, they consistently deliver great results. Their deep understanding of developer audiences and their ability to drive engagement truly sets them apart.” -Digital Marketing Manager
Collaborating with our partner was instrumental in guiding campaign strategy, enabling agile adjustments to boost efficiency and meet evolving objectives.
Campaign Goals
Initially, the campaign aimed to increase brand awareness and drive signups at scale. As these goals were consistently achieved, the focus shifted toward more advanced, brand-specific KPIs. BuySellAds’ adaptability ensured seamless alignment as objectives evolved, allowing us to deliver results without heavy client involvement.
Campaign Strategy + Execution
Armed with historical campaign data and weekly post-click performance insights from our client, BuySellAds honed in on areas for optimization across various factors like placement, geographic targeting, and creative. This data-driven approach enabled real-time adjustments that significantly improved campaign results.
Key Tactics
CHANNEL TESTING: We experimented across multiple channels at scale to pinpoint where developer audiences were the most engaged and receptive.
CREATIVE VARIATIONS: By testing different creative approaches, we were able to identify and optimize towards messaging and visuals that resonated best.
GEO-SPECIFIC BUDGET: We reallocated budget towards the geographical regions driving high-quality sign ups, ensuring they had the greatest impact.
EXPERIMENTATION: A portion of the overall budget was dedicated to testing new placements, messaging, and creative formats to gather data without significantly impacting performance of their core campaigns.
This approach empowered BuySellAds to make real-time, data-backed adjustments that consistently drove campaign success.
Results
The results speak for themselves.
Since the campaign’s launch, the client has achieved a 91% reduction in Cost Per Sign-Up, while simultaneously increasing sign-up rates from .6% to 3%. As the campaign continued to mature, we consistently achieved 350+ signups per month. Additionally, the cost of a signup becoming an active user was reduced, highlighting the campaign’s overall effectiveness in driving quality users over time.
The insights provided throughout the campaign, in addition to Araya’s insightful feedback allowed for highly targeted optimizations that had a significant impact across all of the campaign’s key metrics.
“It's hard for any new demand partner to beat behavioral platforms like Google Search. In our first test, we noticed BSA converted signups to active users at a significantly higher rate. That's when we knew this campaign needed to become evergreen and expand.” -Digital Marketing Manager
Conclusion
Through historical data, strategic testing, and informed optimizations, BuySellAds helped reduce the client’s costs while increasing sign-ups and improving user quality.
Our partner was able to maximize campaign success using two key factors:
Making use of and acting on past advertising campaign data.
Having a collaborative advertising partner that they trust to execute.
This campaign demonstrates how useful past campaign data is as a SaaS business grows and evolves. It’s able to provide the full picture needed to make smarter advertising decisions. Combine that with a collaborative and adaptable ad partner, and you’ll unlock campaign success like never before.