Acquisition campaign
exceeds CPA goal by 20%

Working closely with its agency 3Q Digital and Rubicon Project, the online survey giant launched its first acquisition campaign and enjoyed dramatic results: the display ad campaign exceeded SurveyMonkey’s cost-per-action (CPA) goal by 20%.
  • 20%

    CPA decrease over the length of the campaign

  • 60%

    Conversions in the first 24 hours

  • $1.84

    eCPM

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.

The Objective

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.

Our Solution

Combine the power of
massive keyword-level
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.

The Results

CPA goals exceeded by 20%

The SurveyMonkey campaign exceeded the company’s CPA goals by 20%,
with an average CPM of $1.84

Acquisition with Rubicon Project has given us a nice lift to our paid subscriptions while meeting our CPA goals. They provided great service, reporting, and suggestions on how to keep improving the campaigns.
Gallant Chen,
Director of Online Marketing
In addition to great CPA, the campaign
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.

  1. 75% of conversions occurred within the first 24 hours of seeing a Rubicon Project-delivered ad

  2. 1% of conversions occurred within 48 hours; 5% occurred within the first week

  3. 20% of conversions were generated after
    7 days

  4. Lunchtime and 4:00 PM to 8:00 PM were best hours to engage prospects

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