Adobe Systems and Covario
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.