Atlassian
Solving diverse marketing challenges with creative, strategy & data
( Services )
- Brand & Media
- Tech & Data
When Atlassian needed a partner to supercharge their digital marketing efforts, they turned to DEPT®—and we delivered.
From cracking the code on critical search terms to helping them expand their reach internationally, our multi-year partnership has covered a lot of ground while navigating a continually shifting industry.
Behind the software
The team behind Jira, Confluence, Trello, and more, Atlassian helps teams everywhere work smarter, faster, and more creatively. As much as their tools enable teams to level up, they’ve needed a digital marketing partner to bring that same innovation to their campaigns. That’s where DEPT® has come in.
Throughout our years of working together, Atlassian’s digital marketing programs have faced a variety of challenges and opportunities. In a highly competitive landscape, they weren’t satisfied with their market share for important search terms related to project management.
They also wanted to refine their value proposition messaging in various markets and expand their international presence with localized strategies. And, like any fast-moving company, they sought a smarter and more sophisticated bid strategy to drive business results and optimize performance.
DEPT® supported Atlassian across four major initiatives, each designed to tackle unique complexities of growth marketing.
Capturing keywords in a cut-throat market
Atlassian wasn’t winning enough impression share in the “Project Management” space. The competition was fierce, and they were eager to break through. So, we zeroed in on the most relevant and valuable keywords, building a streamlined campaign structure prioritizing high-intent keywords. This was supplemented by new ad copy that specifically targeted project management-related messaging.
The result? In the three month period following the restructuring, we drove a 147% increase in conversions from business email users (who are prime for converting to buyers) at a 51% lower cost than the previous three month period. Plus, we grabbed 58% more impression share in a highly competitive auction space.
147%
increase in conversions from business email users
51%
lower cost than the previous three month period
58%
more impression share in a highly competitive auction space
Strategic and actionable creative testing
With the industry turning towards algorithmic optimization and away from advertiser control, Atlassian’s creative testing strategy didn’t deliver a clear understanding of which value propositions resonated across different markets. We leveraged DEPT®’s Thematic Responsive Search Ads methodology to solve this, introducing unique responsive ad units aligned to each of Atlassian’s key value propositions.
We tested the value prop ads against one another, and high-performing value propositions remained active while underperforming ads were replaced with new messaging. This iterative process contributed to a 36% improvement in CTR from 2021 to 2024.
Localization and international expansion
One of Atlassian’s major priorities has been expanding into international markets. To do so, they needed to adapt their digital marketing efforts to meet these markets’ specific needs and nuances.
DEPT® leveraged our EMEA-based experts to conduct international market research. We customized U.S.-based best practices for different regions—ensuring Atlassian wouldn’t simply be left copy-pasting their U.S. campaigns overseas. We introduced new channels like Performance Max and Demand Gen to supplement traditional Search, Video, and Display campaigns, providing strong growth opportunities in Atlassian’s priority markets.
Additionally, we worked closely with Atlassian’s localization team to craft market-specific ad copy across search campaigns in the priority markets. Thanks to our in-language experts, DEPT® ensured that the messaging was aligned with and effective for international audiences, increasing ad relevance and click-through rates, while scaling their international expansion efforts 400% over the course of 13 months.
Bid strategy tiering
After Atlassian shifted its strategy to focus primarily on lower-funnel conversions, we began identifying inefficiencies in budget allocation. We recognized that certain markets and campaign segments were receiving excessive budget due to our bidding algorithms’ lack of visibility into down-funnel performance.
To address this, we developed a new tiered bidding strategy framework. This included segmenting campaigns that had strong upper-funnel or low-value conversions, but struggled to convert lower in the funnel, into their own “Low Performers” bid strategy.
This manual adjustment allowed us to focus spend on the campaigns that drove higher-value conversions, leading to significant efficiency gains without compromising overall performance. High-value conversions improved 27% as a result and allowed for the business to increase investment in other important initiatives.
27%
High-value conversions improved
400%
Scaled international expansion
Powering the team that powers businesses
DEPT®’s long-standing collaboration with Atlassian has resulted in significant progress across multiple digital marketing initiatives. From refining keyword strategies to increasing efficiency in international markets and improving conversion rates, DEPT® is proud to consistently deliver measurable results for Atlassian’s performance marketing program.
As Atlassian continues to grow and evolve, fueling the day-to-day experience of workers around the world, DEPT® remains a critical partner in helping them navigate the changing landscape of digital marketing—ensuring they stay ahead of the competition and continue to showcase their value.
