exceeds CPA goal by 20%
CPA decrease over the length of the campaign
Conversions in the first 24 hours
SurveyMonkey is the world's leading provider of online surveys, trusted by millions of companies, organizations and individuals alike to gather the insights they need to make more informed decisions.
Literally millions of people use SurveyMonkey for everything from customer satisfaction, employee engagement and human resources surveys, to course evaluations and research of all types.
SurveyMonkey wanted to build on its high level of brand awareness in the crowded and competitive online surveys market to drive paid subscriptions. The company decided to partner with Rubicon Project to test an innovative keyword-level display campaign to prospect for new customers.
Make Informed Decisions
For SurveyMonkey, success comes from helping marketing professionals make better decisions. Through its premium suite of research solutions, marketers can do just that.
SurveyMonkey wanted to test programmatic acquisition to see how will it could drive new paid subscriptions. Its marketers set new and specific CPA goals for its keyword-level campaign.
Combine the power of
datasets and displays
SurveyMonkey's acquisition campaign used Rubicon Project’s vast pool of intent data to target prospects most likely to sign up for paid subscriptions. Focusing on keyword-level data, Rubicon Project quickly learned that the majority of conversions occurred when prospects search for ‘online surveys,’ ‘survey questions,’ ‘best surveys,’ and ‘create survey.’
Rubicon Project’s proprietary algorithms quickly identified the campaign criteria that led to the most conversions. For instance, the highest conversion activity occurred around lunchtime, and between 4:00PM and 8:00PM. Rubicon Project’s programmatic platform leveraged its day-parting and frequency capping features to focus on the best opportunities, resulting in more efficient media buying and engagement costs.
CPA goals exceeded by 20%
The SurveyMonkey campaign exceeded the company’s CPA goals by 20%,
with an average CPM of $1.84
Director of Online Marketing
delivered critical insights as to the best times to target prospects:
In a short period of time, Rubicon Project delivered over 3% of SurveyMonkey's overall paid subscription activities; of which 75% of conversion were generated within the first 24 hours, 80% within the first week and 20% after 7 days of exposure to a Rubicon Project ad.
75% of conversions occurred within the first 24 hours of seeing a Rubicon Project-delivered ad
1% of conversions occurred within 48 hours; 5% occurred within the first week
20% of conversions were generated after
Lunchtime and 4:00 PM to 8:00 PM were best hours to engage prospects