How to get developers to click your ad without sounding like an ad

Developers hate traditional ads. Why? They value technical accuracy, problem-solving, and straightforward communication over flashy promotions. Ads filled with jargon, vague claims, or aggressive sales tactics are quickly dismissed. If you want developers to engage with your ad, here’s what works:

• Technical Accuracy: Include detailed specs, code snippets, and real-world use cases.
• Problem-Solving Focus: Address specific challenges developers face (e.g., "Reduce load time by 80%").
• Value-First Content: Offer useful resources like tutorials, documentation, or free trials.
• Non-Intrusive Formats: Use ads on trusted platforms like Stack Overflow or GitHub, avoiding pop-ups or disruptive designs.
• Community Integration: Reference peer insights, open-source contributions, or relatable developer stories.

Developers trust ads that respect their expertise, provide clear solutions, and let them explore independently. Want to stand out? Skip the fluff and deliver real technical value.

Best practices of technical marketing for dev tools. Dev Propulsion Labs S.1 Ep.2

What Developers Want in Ads

Developers approach ads with a unique mindset. They tend to be highly skeptical of traditional marketing, prioritizing technical accuracy and practical usefulness above all else.

Why Developers Avoid Ads

Developers often steer clear of promotional content because their technical know-how makes them particularly sensitive to irrelevant or disruptive messaging. For instance, Stack Overflow reports that 89.5% of developers use the platform to find coding solutions. This highlights their preference for content that offers actionable insights over flashy promotions.

Here are some of the main reasons developers avoid ads:

• Too much business jargon: Developers are quick to dismiss ads filled with buzzwords and vague, non-technical language.
• Lack of depth: Ads that skim the surface or focus only on features without diving into technical details fail to hold their interest.
• Overly aggressive sales tactics: Hard-sell approaches that push products instead of informing or educating are a big turnoff for this audience.

These tendencies make it clear: developers want ads that respect their expertise and focus on real technical value.

How to Deliver Technical Value

To engage developers effectively, your ads need to prioritize authenticity and technical relevance. A great example comes from Bare Bones Software, whose tagline, "It doesn't suck", struck a chord with developers by embracing their skepticism.

The best ads for developers often include these key elements:

For example, Aporia’s ad, "What makes you happy?" used humor and a light touch to introduce their product while staying relevant to developers’ needs. By respecting their intelligence and offering technical value, the ad successfully connected with its audience.

To create ads that resonate, focus on:

• Clear, honest communication
• Solutions that save time or solve problems
• Opportunities for self-exploration, like free trials or documentation
• Community-driven insights and recommendations
• Straightforward technical details

Ultimately, your ad should show how your product makes developers' work easier, faster, or more effective - without unnecessary fluff.

Writing Clear Technical Ad Copy

Crafting ad copy for developers calls for a precise, data-backed strategy.

Include Code Examples and API References

Code snippets and API references are essential tools for engaging developers. Twilio's user testing revealed that pages showcasing code samples early performed twice as well as those where code was introduced later.

Here’s how to make the most of these elements:

"It's a mental block more than it is not being able to see code. It tells a developer that this page has a lot to say, and that they have a lot to do. They don't want to necessarily want to spend the time to read what you want to say. We saw this across section length; we saw this across page depth. Any time that there is a lot of prose on a page and not a lot of code, that page didn't perform well." – Jarod Reyes, How Twilio Writes Documentation

When adding code examples to your ad copy:

• Use concise code with brief, clear comments to explain functionality.
• Offer examples in the programming languages your audience prefers.
• Double-check for technical accuracy and ensure the code is functional.

By focusing on solutions rather than just technical details, you build trust and make your ad more effective.

Focus on Solutions, Not Features

Once you've established technical credibility, shift your messaging to address developers' real-world challenges. For instance, StackOverflow’s ad, "Android Video Load Time Too High? Reduce load time by up to 80% with our Android HLS SDK", directly tackles a specific pain point and provides a measurable solution.

Here’s how to turn feature-heavy copy into solution-driven messaging:

Swoop airlines demonstrated this approach's effectiveness in 2018, achieving a 71% revenue boost and 61% higher conversions by emphasizing solutions in their ads.

To create solution-focused copy:

• Speak to specific technical pain points.
• Use measurable performance metrics to back up claims.
• Reference industry standards developers care about.
• Highlight how your solution saves time or simplifies tasks.

This approach not only resonates with developers but also drives better engagement and results.

Placing Ads Where Developers Work

A surprising 83% of users agree that not all ads are bad, especially when they’re well-targeted and non-intrusive. This opens up opportunities to connect with developers effectively, provided the ads align with their needs and habits.

Native Ads on Developer Platforms

Data shows that 77% of American adblock users are open to relevant ads on trusted platforms. Native ads take advantage of this by blending seamlessly into the environments developers already use to find solutions.

An excellent example of this strategy is Datadog’s use of targeted video ads on Facebook. These ads showcased product features to existing users, meeting developers in their technical spaces.

The next step? Create ads that blend seamlessly into the interfaces developers already prefer.

Clean Design Guidelines

Developers are notoriously averse to disruptive ad formats. Here’s what they dislike most:

• Pop-up ads: 73% disapproval
• Mobile ads: 70% disapproval
• Prestitial video ads: 57% disapproval

To avoid alienating this audience, follow these key design principles:

• Format Selection
  Opt for non-intrusive formats that respect developers’ workflows. For instance, Elastic uses targeted Google search ads for terms like "search engine", focusing on providing educational value instead of hard selling.
• Technical Precision
  Developers appreciate ads that speak their language. Avoid generic marketing jargon and include detailed technical specifications.
• Visual Integration
  Match your ad’s style with the platform’s design. DigitalOcean achieved success by running tutorial-style ads that fit seamlessly into Stack Overflow’s aesthetic.

"In a crowded sea of ads, storytelling can help your ad stand out. By incorporating creative storytelling into your display ads, whether through a series of narrative ads or visually compelling messages, you can make a real impact. Making an emotional connection can make a big difference in driving engagement and conversions." - Irina Kovalenko, CMO of SmartyAds

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Proving Technical Merit

Developers expect proof of technical know-how that delivers practical value. Ads that address genuine developer challenges - without feeling overly promotional - gain their trust and attention.

Open Source References

Open source contributions are a powerful way to build trust among developers. Data shows that 83% of conversions on Stack Overflow ads happen without a click. A great example is HashiCorp, which open-sourced Terraform, a tool for managing data center infrastructure. This move not only positioned them as technical leaders but also organically attracted developers to their enterprise solutions.

Here are some ways to integrate open source into advertising:

In addition to showcasing open source, highlighting real-world examples strengthens technical credibility.

Technical Implementation Examples

Ads that demonstrate real-world code usage resonate deeply with developers. Take Capital One's API strategy as an example:

"The best marketing content you can offer for your API is sample code and technical documentation. All our APIs are required to have both, as well as a reference app, before they can launch. We make all of that accessible as open source in GitHub and easy to find in our portal navigation."
– Lorinda Brandon, Capital One Tech

To effectively showcase technical implementation, consider these approaches:

• Documentation Strategy
  Provide clear and actionable technical documentation. Microsoft, for instance, enhanced learning with live demos and Q&A sessions during the Visual Studio 2019 launch.
• Interactive Demonstrations
  Let developers experience your product directly. GitHub’s "The ReadME Project" stands out by addressing real-world challenges through authentic developer stories.
• Code Integration
  Include real-world code examples in your ads. Developer Franze summed it up perfectly: "The secret to advertise to developers? Show some real-world code!"

Testing and Improving Ad Performance

To make ads resonate with developers, it’s crucial to focus on metrics that matter to technical audiences. Tracking the right data can help you refine campaigns and boost performance.

Key Developer Metrics

When targeting developers, specific metrics are essential for measuring success. For instance, the average conversion rate for ads in the computers and electronics category is 3.16%.

Rewarded video ads tend to outperform standard banners. For example, rewarded videos achieve an eCPM of $17.84 per 1,000 impressions, compared to just $0.42 for banner ads.

By focusing on these metrics, you can take a data-driven approach to refine your ad strategy.

Using Data to Improve Ads

Metrics don’t just measure performance - they guide actionable improvements. For example, one developer tools startup worked with Decibel Insight and Formisimo to improve their technical documentation and enable live API testing during demos. The result? A 60% increase in conversion rates.

Technical validation can also significantly impact results. Another startup used automated assessments to cut qualification time from five days to just six hours, while increasing qualified lead conversions by 40%.

Here are some ways to leverage data to improve ad performance:

• Track Early Indicators: Monitor leading signals like documentation visits and GitHub activity to predict conversions and tweak content accordingly.
• Measure Technical Engagement: Long technical demos (over 45 minutes) can increase conversion rates by 78%.
• Use Attribution Tracking: Combine self-reported data with attribution software to identify the most effective channels.
• Focus on High-Value Users: Ads targeting users with strong profit potential often lead to higher eCPMs, making them a worthwhile investment.

Summary

When it comes to advertising for developers, the key lies in offering genuine technical value and maintaining authenticity. Among the various options, web banner ads on trusted developer platforms consistently outperform intrusive formats like pop-ups. In fact, developer forums and portals boast engagement rates exceeding 30%.

Here are the main strategies to boost developer ad engagement:

Pick the Right Ad Format
Banner ads on developer-centric platforms grab significantly more attention than pop-ups, which manage to attract less than 10% of developers' focus. Additionally, links in newsletters can achieve click-through rates nearing 40%.

Focus on Technical Value
Developers respond best to ads that address specific technical challenges or offer educational value. A great example is TwilioQuest, which uses interactive and educational content to engage developers without feeling overly promotional.

Measure and Improve Performance
While the average click-through rate for display ads is around 0.12%, well-targeted developer-focused ads can achieve click-through rates up to three times higher.

To further refine ad performance, consider these key tactics:

This approach combines technical expertise with strategic ad placement to resonate with developer audiences. Authenticity in communication is non-negotiable. As Tracy Evans highlights in B2B Brand Positioning: Frameworks and Strategies for Success:

"Your value proposition is more than just a catchy phrase - it's the core of why someone should care about your product. It distills the benefits, the differentiation, and the outcomes into something that customers immediately understand and find compelling. It answers the question: 'Why should I choose this product over any other?'"

FAQs

How can I use community insights to create ads that resonate with developers?

To create ads that resonate with developers, start by immersing yourself in their communities. Whether it's forums, niche platforms, or social media groups, these spaces are where developers share their thoughts, challenges, and priorities. Pay attention to their conversations - what problems are they trying to solve? What tools or solutions excite them? This understanding is the foundation for crafting ads that truly speak to their needs.

Include elements like real testimonials or examples of contributions from the developer community. These touches not only build trust but also show that you understand their world. Developers value ads that align with their workflows and feel relevant to their goals - not ones that come across as overly sales-driven. By focusing on relevance and sincerity, your ads have a much better chance of grabbing attention and sparking genuine interest.

How can I create ad content that appeals to developers' need for accuracy and problem-solving?

To connect with developers effectively, your ad content needs to focus on technical precision and practical relevance. Developers value clear, actionable solutions to their challenges, so make sure your messaging offers just that. Support your claims with data, examples, or testimonials to establish credibility and build trust. Skip the buzzwords and avoid sounding overly promotional - developers prefer straightforward, concise communication.

Whenever possible, incorporate code snippets, technical specifics, or real-world use cases to demonstrate exactly how your product or service addresses their needs. Highlight tangible results, like saving time or improving efficiency, which align with their analytical approach. By speaking their language and acknowledging their expertise, your ad will come across as genuine and connect on a deeper level.

What are the key metrics to track the success of ads targeting developers?

To gauge the effectiveness of ads aimed at developers, keep an eye on these key metrics:

• Click-Through Rate (CTR): This metric reveals how many developers clicked on your ad, offering insight into its appeal and relevance.
• Conversion Rate: This tracks the percentage of users who took a specific action - like signing up or downloading a tool - after engaging with your ad.
• Cost Per Click (CPC): Monitoring CPC ensures you're managing your budget wisely by tracking how much each click costs.
• Average Time on Page: This shows how long users stay on your landing page, helping you understand if your content is engaging and relevant to developers.

Reviewing these metrics regularly allows you to fine-tune your ads, boosting engagement and improving your return on investment.

Related posts

• Study: What Makes Developers Engage with Ads
• How to advertise to developers without getting ignored
• Inside the mind of a developer: what makes them click
• Why Developers Ignore Ads