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Executive Summary

In late 2023, Moving Forward Digital Marketing orchestrated a comprehensive digital marketing campaign to announce and drive sign-ups for a strategic integration between a digital marketing company and an online community platform. Through sophisticated keyword optimization, creative testing, and platform-specific strategy refinements across Google Search, YouTube, and Facebook/Instagram, we achieved a remarkable 133.3% increase in sign-ups while reducing cost per acquisition by 41.4%.

This case study demonstrates our expertise in platform integration marketing—a specialized discipline requiring deep understanding of both B2B technology audiences and cross-platform optimization techniques to maximize performance with efficiency.

The Platform Integration Marketing Challenge

The campaign faced several critical challenges in promoting the new platform integration:

  1. Prohibitive Initial Acquisition Costs Early campaign performance showed unsustainably high costs per sign-up, requiring significant optimization to achieve profitable user acquisition for the new integration.
  2. Underperforming Display Campaigns Display efforts were not delivering adequate results, necessitating strategic adjustments to targeting, creative, and landing page approaches.
  3. Platform-Specific Format Effectiveness Identifying the most effective ad formats and creative approaches across different platforms required systematic testing and data-driven refinement.
  4. Landing Page Performance Variations Significant differences in conversion performance between landing page options (Course Membership vs. Content Page) required strategic allocation decisions.

Our Integration Marketing Strategy

We developed a comprehensive, multi-platform approach specifically designed for technology integration marketing:

Strategic Optimization Framework

Google Search Refinement

Evolved from broad topics to highly targeted keywords, incorporating competitor terms and launching a dedicated community building ad group—resulting in a 133.3% increase in sign-ups and 41.4% reduction in cost per acquisition to $56.62.

YouTube Targeting Enhancement

Updated headlines and descriptions with landing page-specific keywords while implementing interest-based audience targeting focused on "Webinars & Getting Leads" and "Podcast Related Interests"—maintaining 73% of sign-ups despite a 59% reduction in spend.

Facebook/Instagram Creative Simplification

Discovered that simplified creative approach—images without text overlays and concise ad copy with strategic hashtags—delivered superior performance, achieving the lowest cost per sign-up at $14.49 across all platforms.

Landing Page Optimization