The Ultimate Case Study: Part 5 – Adobe’s Paid Media and Content Strategies
Our Adobe digital marketing campaign continues. Let’s look at some learnings garnered over the last couple of months.
Learning #1: On-going media optimization is helping us refine our marketing mix.
As we have seen how our target audiences respond to our advertising, we have been tweaking the media mix. Video ads have performed very well in driving traffic to the Adobe Marketing Cloud and Adobe.com web sites, so we’ve increased investment. (See Learning #2.) Additional analysis leveraging Adobe Analytics and Adobe Media Optimizer shows search as the top action taken by our executive level target audience to find information and answers.
Results: We’ve added new display creative and video ads. SEM and SEO have always been a focus and it’s paying off. Through testing and optimization, we are seeing our SEM ads reaching CTRs of 4.4%. For SEO, nearly 95% of our branded keywords are ranking on page 1 and nearly 75% of our non-branded keywords are ranking on page 1.
Learning #2: When it comes to content, video is king.
Given the initial results that we saw from the campaign video ad strategy, we decided to invest in more video content. To leverage the ad-mania around the Super Bowl in a cost effective and measurable way, we created a spoof video about ads for the Super Bowl and placed it on sites visited during the Super Bowl. “Less Monkey Business” succinctly and humorously advises marketers to spend their marketing dollars widely based on data and measureable impact. “Fortune Teller” highlights what most marketers fear – not knowing if their marketing campaigns are really working. Videos continue to be the best performing ads of the campaign.
Within paid media, the performance of video placements has actually ramped. Our initial CTR and visit rate was 4x the overall campaign average. Now we are at a 6x CTR and visit rate over the average. The video ads account for 10% of impressions, but drive nearly 60% of total visits. We also garnered industry press coverage from the bold and ironic message of the Super Bowl ad video, such as this article by Ad Week.
Learning #3: Delivering the proof is working.
The Adobe Marketing Cloud promises to help marketers get from data to insights to action, faster and smarter. Therefore, the content we share obviously need to show how we do this and how we enable our customers to do it. Some of the best performing examples include: Adobe Digital Index reports, “Create a data-driven dynasty” white paper, and a joint Adobe and eConsultancy report, “Digital Trends for 2013”. That said, we still have bounce rates above our targets. We are addressing this by refining our media strategy to drive more qualified traffic (as mentioned in Learning #1), using Adobe Target to improve the web experience, and investing in more relevant content.
Results: Using Adobe Analytics, we know that the campaign has continued to drive direct inquiries at 1.2x our weekly target. These inquiries are converting to ‘sales accepted leads’ above our target rates. Based on these results we also decided to increase our investment in CMO.com, a robust resource of digital marketing content and insights for CMOs (and those aspiring to be a CMO someday). Check it out!
More to come:
Our next blog post will look at how we used Adobe Marketing Cloud to market our own annual digital marketing conference, Adobe Summit, which was held in early March. What else would you like to hear about next? More of my peers on the digital marketing team will be contributing to the Ultimate Case Study blog posts going forward.
Keep checking back to our web site to learn more about the campaign results and insights. We will have more insights and learnings to share in the weeks and months ahead.