Online Advertising Creativity: Search Marketing: SEM: Adobe Systems and Covario; Adobe Systems Incorporated, "Suite 5 Global Product Launch"
Adobe Systems Incorporated, "Suite 5 Global Product Launch"
SEARCH MARKETING: SEM
The Creative Suite 5 (CS5) SEM campaign promoted 15 products in 30 countries supporting 19 languages across five search engines with a budget approximately 40 percent less than the product launch for the previous version. Identifying search intent allowed Adobe to recognize the purchase cycle through text ads, landing pages, calls-to-action and more. Campaigns driving interest tied to those focusing on direct response. Compared with the prior suite, Adobe's revenue from sales jumped 67 percent; return on investment rose 298 percent; conversion rates, 44 percent; click-through rates, 65 percent; trial downloads, 62 percent; and cost of acquisition decreased 62 percent.