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Adobe Adtech Submission

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Adobe CS4 Shortcut to Brillant Case Study

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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
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
CS4 Campaign Situational Analysis & Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object]
CS4 Campaign Scope: Target Audience, Objectives & Reach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CS4 Campaign Landing Page Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Example of paid search page developed for creative suite branded keywords
CS4 Campaign Communication & Message Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CS4 Campaign Engagement Strategy (Keywords & SEO) More than 62,000 keywords & 41 Adobe.com 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 ,[object Object],[object Object]
CS4 Campaign Results: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Appendix
Appendix: CS4 SEM Global Coverage Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CS4 SEM Keyword Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Adobe Adtech Submission

  • 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. 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
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