When Lenovo Aus­tralia wanted to increase returns on its dig­i­tal mar­ket­ing invest­ments, it turned to Adobe Media Opti­mizer for Search, Dis­play, and Social, and enlisted the help of con­sul­tants from Adobe Dig­i­tal. By tar­get­ing its dig­i­tal mar­ket­ing spend across chan­nels, Lenovo Aus­tralia achieved impres­sive results.

For exam­ple, in less than 60 days, Adobe solu­tions helped boost search engine mar­ket­ing (SEM) rev­enues by 175% and con­ver­sions by 53%. Across all chan­nels, the company’s cost per click (CPC) also dropped by 36%. And across social chan­nels, ROI increased 30% while mar­ket­ing costs dropped 40%.

Adobe Media Opti­mizer, part of Adobe Mar­ket­ing Cloud, pro­vides an inte­grated ad man­age­ment plat­form that offers insight, con­trol, and automa­tion for cross-channel cam­paigns. Using Adobe Media Opti­mizer, includ­ing Adobe Site­Cat­a­lyst, Lenovo Aus­tralia can cap­ture data, ana­lyze ad per­for­mance, and auto­mat­i­cally mod­ify strate­gies based on cam­paign ele­ments yield­ing the high­est returns.

Adobe Media Opti­mizer for Social helped quan­tify the suc­cess of social cam­paigns tar­get­ing stu­dents on Face­book. Lenovo “likes” on Face­book jumped from 8,000 to 20,000 in three months, traf­fic to Lenovo’s web­site increased, and the company’s return on ad spend­ing rose by 500% and more.

Adobe Media Opti­mizer for Social showed that our CPC on Face­book was much lower than for tra­di­tional dis­play,” says Danielle Uskovic, Lenovo’s envi­ron­ment and social media man­ager for Aus­tralia and New Zealand. “As a result, Face­book allowed us to drive traf­fic to our site for half the cost—and at the same time, helped build our brand with a new audience.”

Adobe Dig­i­tal con­tin­ues to help Lenovo Aus­tralia mea­sure and mon­i­tor search engine mar­ket­ing, social media, and dis­play adver­tis­ing. The company’s ini­tial suc­cess has also encour­aged Lenovo Aus­tralia to con­tinue invest­ing in Adobe Mar­ket­ing Cloud solu­tions and opti­miz­ing its dig­i­tal strategies.

Adobe Media Opti­mizer enables us to read­ily eval­u­ate and improve how each chan­nel is per­form­ing,” says Christo­pher Jowsey, Lenovo’s Senior Man­ager of Web Ecom­merce for Aus­tralia and New Zealand. “With that infor­ma­tion, we can fine-tune our chan­nel mix and invest appro­pri­ately in each for the best pos­si­ble ROAS.”

Get all the details of Lenovo Australia’s suc­cess by click­ing here.

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