SignUpGenius increases CPM and observes 38% revenue growth

Sortable’s data and analytics revealed our solution improved SignUpGenius’ ad revenue by 38%, increased CPM by 42%, and increased site viewability by 10%.


 

About SignUpGenius

SignUpGenius simplifies the process of coordinating events and people by providing online sign-ups for nonprofits, schools, sports, churches, families, colleges, businesses and organizations.


At a glance

Customer: SignUpGenius

Industry: Event Management Software

Headquarters: Charlotte, N.C.

Challenges: 

  • Ad monetization for web application

  • Increase ad performance

Solutions: Sortable for Small Business

 
 

Setting up a header bidding solution can be a daunting task to do on your own. We found that the solution from Sortable allowed us to be up and running faster than we could on our own. In addition, we were able to rely on their expertise in optimization to see positive results.
— Dan Rutledge, CEO, SignUpGenius

Opportunity

Over the previous year, SignUpGenius experienced a decrease in CPM and technological issues while using Ad- Sense.

One of their core goals in 2018 was to find a better solution to their existing ad monetization implementation that could address the following:

Direct sales and custom audience segmentation

SignUpGenius wanted the flexibility to create direct and sponsorship deals with advertisers and ability to flight them in Ad Manager.

Customer service

SignUpGenius wanted a solution that included responsive and prompt support to combat malicious ads and critical issues. It was important to them that issues that impacted their customers were addressed quickly.

Prompt payment

Since a significant portion of revenue would be coming from display ads, SignUpGenius wanted to work with an ad-tech provider that had an established history of prompt payments.


 
 
 

Implementation

SignUpGenius A/B-tested Sortable for Small Business against their own ad-tech stack for revenue performance.

During the first month, the team at Sortable systematically tested Sortable’s ad-tech against SignUpGenius’ existing ad-tech stack. SignUpGenius saw an initial revenue increase of 15–20%. SignUpGenius gradually switched their entire site inventory to Sortable which saw their overall revenue rise by 35-38% (once fully optimized and differences in traffic growth were factored in).

Sortable’s team worked closely with SignUpGenius for several months to further optimize ad units and provide significant additional lift. The header bidding solution included introducing new demand partners, implementing lazy loading, using Sortable’s Self Serve interface to flight direct deals via Sortable’s DFP, and taking advantage of anchor and refresh ad units where appropriate.


Results

Over time, working with Sortable, SignUpGenius saw increases in CPM, ad revenue, and viewability.

Sortable’s data and analytics revealed our solution improved SignUpGenius’ ad revenue by 38%, increased CPM by 42%, and increased site viewability by 10%.

By using Sortable for Small Business (which is comprised of Sortable’s header bidding container, access to Sortable’s demand partners, including Sortable’s own server-to-server differentiated demand, and Sortable Analytics), SignUpGenius was able to very quickly improve their website monetization. As site viewability improved, CPMs increased, translating into higher overall ad revenues.

 
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INCREASED AD REVENUE BY 38%

 
CPM-Sortable.png

INCREASED 
CPM BY 42%

 
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SITE VIEWABILITY 
INCREASED BY 10%


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