Adobe Adtech Submission


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Adobe CS4 Shortcut to Brillant Case Study

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Adobe Adtech Submission

  1. 1. ad:tech Awards Submission Category: Best Search Marketing Strategy/Optimization Adobe Creative Suite 4 Launch Case Study: Global Integrated SEM Supports the Future of Creative Expression & Publishing Software
  2. 2. CS4 Introduction This presentation summarizes a case study on “Shortcut to Brilliant”, Adobe’s integrated marketing program for launching Adobe ® Creative Suite® 4 product family, a milestone release of the industry-leading design and development software for virtually every creative workflow. Specifically, it presents the worldwide search marketing strategies and tactics deployed by the search marketing division of Adobe’s Relationship Marketing group. The analysis conducted in the case study contrasts search marketing results for the release of Adobe® Creative Suite® 3 against Adobe® Creative Suite® 4. The “announce” period for both releases occurred over three months: March to May 2007 for CS3 September to November 2008 for CS4
  3. 3. CS4 Campaign Situational Analysis & Challenges <ul><li>The launch of Adobe® Creative Suite® 4 on September 23, 2008 represented the largest software release to date for the company. </li></ul><ul><li>Coincidently, this event occurred in the face of great unforeseen circumstances: </li></ul><ul><ul><li>1) Worldwide financial crisis </li></ul></ul><ul><ul><li>2) Domestic recession which directly impacted graphic designers, one of Adobe’s main target audience. According to industry reports, employment declined 7.8% against the previous year. </li></ul></ul><ul><li>As such, Adobe blended several search marketing tactics to target the most qualified users in an effort to drive more revenue and acquire prospects & customers at the lowest cost possible. </li></ul>
  4. 4. CS4 Campaign Scope: Target Audience, Objectives & Reach <ul><li>Target audience: Creative professionals, ranging from graphic designers to video production specialists </li></ul><ul><li>Primary objective: Increase paid search revenue 50% over CS3 launch; incremental increase in natural search revenue </li></ul><ul><li>Secondary objective: Increase paid search conversions 50% over CS3 launch; incremental increase in natural search conversions </li></ul><ul><li>28 countries (up from 6 for CS3 launch), with landing pages, keywords and ad copy localized in 17 languages </li></ul><ul><li>More than 50 campaigns across Google, Google Content, Yahoo, MSN, Ask and Baidu </li></ul><ul><li>More than 62,000 keywords </li></ul>
  5. 5. CS4 Campaign Landing Page Strategy <ul><li>Title tags, meta descriptions, updated on for launch </li></ul><ul><li>Create separate paid search landing pages for Creative Suite family branded keywords and individual point product branded keywords </li></ul><ul><li>Superfluous images and content limited to minimize distractions for users </li></ul><ul><li>Support student segment and enterprise sales with price discounts and 1-800 numbers placed in prominent locations. </li></ul><ul><li>Maintain ‘Shortcut to Brilliant’ tagline on paid ads and landing pages </li></ul><ul><li>Landing pages localized in 17 languages </li></ul>Example of paid search page developed for creative suite branded keywords
  6. 6. CS4 Campaign Communication & Message Strategy <ul><li>Approaches: </li></ul><ul><ul><li>Use new features as proof points for CS4’s ability to streamline and accelerate the creative process </li></ul></ul><ul><ul><li>Explain how CS4 helps the creative professional “arrive at brilliance” sooner </li></ul></ul><ul><li>Goals: </li></ul><ul><ul><li>Engage new users & drive adoption </li></ul></ul><ul><ul><li>Motivate existing customers to upgrade </li></ul></ul><ul><li>Tactics: </li></ul><ul><ul><li>Rotate four ads per keyword to find most engaging message & optimal CTR </li></ul></ul><ul><ul><li>Isolate variables in tests: Titles, Descriptions, Calls to Actions </li></ul></ul><ul><ul><li>Each creative should get at least 50,000 impressions or 500 clicks during test periods </li></ul></ul><ul><ul><li>Tailored ad copy to 100s keyword group, per country, for enhanced relevancy </li></ul></ul><ul><ul><li>Ad copy localized in 17 languages </li></ul></ul>
  7. 7. CS4 Campaign Engagement Strategy (Keywords & SEO) More than 62,000 keywords & 41 landing pages selected, segmented and optimized based on relevancy, user query style and potential to deliver conversions Keyword segments are defined in the appendix 11% of paid search keywords 51% of pages optimized for research related terms (e.g. graphic design) 23% of paid search keywords 80% of preferred landing pages optimized for appropriate software related terms (e.g. graphic design software) 66% of paid search keywords 100% preferred landing pages optimized for brand terms Awareness Keyword Segments <ul><ul><li>Purchase Consideration </li></ul></ul><ul><ul><li>Brand Purchase </li></ul></ul>
  8. 8. CS4 Campaign Results: <ul><li>Contrasting launches of CS3 to CS4, Adobe realized the following results: </li></ul><ul><ul><li>217% increase in paid search revenue </li></ul></ul><ul><ul><li>405% increase in paid search conversions (software trials & orders) </li></ul></ul><ul><ul><li>100% increase in the paid search conversion rate </li></ul></ul><ul><ul><li>Costs to acquire prospects and new customers declined 20% </li></ul></ul><ul><ul><li>379% increase in natural search revenue </li></ul></ul><ul><ul><li>349% increase in natural search trials </li></ul></ul><ul><li>Complementary benefits accrued during CS4 announce: </li></ul><ul><ul><li>Search marketing added 2.8M new members to customer database in CS4 announce period </li></ul></ul><ul><ul><li>167% increase in paid traffic on 72% fewer ad impressions, compared to CS3 launch </li></ul></ul><ul><ul><li>121% increase in natural traffic, compare to CS3 launch </li></ul></ul><ul><ul><li>885% increase in click through rates, compared to CS3 launch </li></ul></ul>
  9. 9. Appendix
  10. 10. Appendix: CS4 SEM Global Coverage Strategy <ul><li>Increase the number of markets for the product launch to 28 (up from six when CS3 was launched): </li></ul><ul><li>Australia, Belgium, Canada, China, Denmark, Finland, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Malaysia, Netherlands, Norway, Philippines, Singapore, South Korea, Spain, Sweden, Taiwan, Thailand, UK, United States, New Zealand, Switzerland, Austria </li></ul><ul><li>Adapt CS4 landing pages, keywords and ad copy to 17 languages, customized with local flair </li></ul><ul><ul><ul><li>4 is an unlucky number in some Asian countries </li></ul></ul></ul><ul><ul><ul><li>There is no German word for “Brilliant” – just “Brilliance”, so the campaign message had to be adjusted </li></ul></ul></ul><ul><li>Coordinate rollout worldwide, driven by product availability and online store presence </li></ul>
  11. 11. CS4 SEM Keyword Strategy <ul><li>Tailored keywords to specific phases of the purchase decision funnel: </li></ul><ul><ul><li>Awareness: discovery & research-oriented terms related to the topics and issues most important to creative professionals, such as ‘web development’ </li></ul></ul><ul><ul><li>Consideration: application & tool-related terms most relevant to end user, such as ‘web development software’, including direct competitors by brand name </li></ul></ul><ul><ul><li>Purchase: CS suite and Point Product terms, such as ‘Adobe Dreamweaver CS4 ’ </li></ul></ul><ul><li>Each segment was evaluated differently: </li></ul><ul><ul><li>Awareness: CTR to measure brand impact with end user & CPC to measure cost to reach users </li></ul></ul><ul><ul><li>Consideration: conversion rate to measure the keywords ability to motivate trial download and order </li></ul></ul><ul><ul><li>Purchase: ROI to measure the programs impact on purchase </li></ul></ul><ul><li>Creative Suite used more than 62,000 keywords, localized in 17 languages </li></ul>