Global B-to-B Search Marketing: How Adobe Conducts ...€¦ · Global B-to-B Search Marketing: How Adobe Conducts Multinational Campaigns ... Launch Acrobat 8 campaign ... #5 Lycos

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Global B-to-B Search Marketing:How Adobe ConductsMultinational Campaigns

Anne Wadia, Senior Marketing ManagerAdobe SystemsEd Kim, CEORed Bricks MediaMonday, October 29, 2007


2© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

ADOBE’S GLOBAL CHALLENGE &OPPORTUNITY

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The Challenge: Managing bids and performance daily for over 225,000 keywords Managing campaigns on 5 search engines, in addition to Contextual

Networks, video and alternative search channels Running 29 Paid Search programs Running 16 SEO (Natural Search Optimization) programs in N.A. (one

global SEO campaign for CS3) Managing 8 agencies in Tier 1 geos for NA, EMEA, Japan and

Australia/New Zealand

Search Is Complicated"Yahoo!, ranked second in the search advertising business, says thenumber of financial transactions it processes daily equals the number oftrades on the New York, London, Paris, Frankfurt and Geneva stockexchanges put together - times four.“

- Forbes Magazine, October 16, 2006



The Opportunity: Over 50% of Adobe’s

Revenue comes fromoutside of the Americas

$708MM from EMEA $456MM from Asia $1,082MM from all of

Americas

Slide 4Slide 4

Money Abroad: Over 50% of Adobe’s Revenue

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Source data: www.internetworldstats.com

And the Opportunity is Growing!



How Big Will It Get?

Source data: www.internetworldstats.com

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Considerations

Agency ModelCountry Level versus Regional

Management ModelField versus Centralized

Investment ModelBy product, brand, segmentLong term versus Short term

Marketing ConsiderationsAnalytics, metrics, learningsMessage consistency, localizationUncoordinated strategies/bidding/keywords



Finding The Right Model

KWBU

CSB

U

PCPB

U

VER

TIC

AL #

1

VER

TIC

AL #

2

CENTRALIZEDRELATIONSHIP MARKETING

EMEA APAC LAR JAPAN

AGENCIES

5



HOW CAN YOU BEAT THESE CHALLENGES?

CENTRALIZE

Identify oneagency

partner orcentral in-

housemanager

Monitormessaging

acrossprograms

Create cross-divisional

benchmarks

Set up allcampaigns

with the sametracking

Create acentral

database ofterms

Coordinatebids in arationalfashion



OUR APPROACH

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Four Pillars of Search Marketing



Bid-tune to makesure terms appearin optimal position

Bid-tune to makesure terms appear inoptimal position

Bid-tune to makesure terms appear inoptimal positionConfirm Q4 Budget

What is the optimalprice for each adgroup?

RightPrice

Track performanceof conversions

Track performance ofconversions

Track performance ofconversions

What are thehighest performinglanding pages?

Roll out landingpage testsRoll out try, buyad copy

Launch Acrobat 8campaignRoll out pre-order,see demoad copy

Roll out Acrobat 7full launchRoll out ad copytests

What are thehighest performingads?Right

Message

Analyze ad groupperformance.Improve poorperforming adgroups

Analyze ad groupperformance.Improve poorperforming ad groups

Launch full list ofkeywords

Which ad groupsare the highestperforming?Lowest?

RightTerms

Monitorperformanceof engines &networks

Monitor performanceof engines &networks

Launch 3D sitetargetingEvaluatebusiness.com

Launch in full inGoogle & Yahoo

Launch Google Clickto Callfor Acrobat 3D

What are the bestlead sources forAcrobat?

RightChannels

OCTOBERSEPTEMBERAUGUSTONGOINGFOCUSAREA

Adobe’s Search Marketing Plan

ILLUSTRATIVE

ILLUSTRATIVE

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Sources: Measured by Comscore Media Metrix and NetRatings (February 2006)

The Right Channels: Google Leads in Europe



#3 YahooSearch

#4 Empas

#5 Nate

#6 Google

#2 daum

#1 Naver

Search Sites

#3 Yahoo/3721

#2 Google#1 Baidu

Search Sites

#5 eBay

#4 Telstra

#3 Yahoo

#2 Google

#1 Microsoft Sites

All Web Properties

#5 Lycos

#4 Altavista

#3 MSN Sites

#2 Yahoo

#1 Google

Search Sites

#5 Sohu

#4 Zhongsou

#3 Google

#2 Yahoo

#1 Baidu

All WebProperties

#5 India Times

#4 Rediff

#3 Google

#2 MSN Sites

#1 Yahoo

All WebProperties

#5 Google

#4 Yahoo

#3 Nate

#2 Daum

#1 Naver

All WebProperties

Australia China* India

Source: US & APAC Nielsen//NetRatings, Mar 2006* Insight Express China

S. Korea*

#5 Lycos

#4 Aol#3 Yahoo

#2 NineMSN

#1 Google

Search Sites

#3 MSN Search

#2 Google

#1 Yahoo Search

Search Sites

#4 Google

#3 MSN Hotmail

#2 Xanga

#1 YahooNetwork

All WebProperties

Hong Kong Singapore

#3 MSN Search

#2 Yahoo! Search

#1 Google

Search Sites

#4 Friendster

#3 Google#2 MSN Network

#1 Yahoo!Network

All WebProperties

The Right Channels: APAC Leaders

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The Right Terms: To Translate or Not?

got milk? are you lactating?

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The Right Terms: The Localization Challenge



Ad Group: Dreamweaver Ad Group: Dreamweaver

{KeyWord: New Dreamweaver 8} {!"#: $% Dreamweaver 8}

New Dreamweaver 8 $% #&'( 8 (8 )

Build Professional Websites with New

Dreamweaver 8. Upgrade at $199 $% Dreamweaver 8) *+,- ./01

23. 45 6780#. (41 )

Build Pro Websites with New Dream-

weaver 8. Upgrade at $199/Try Free $% Dreamweaver 8) *+,- ./01

23. 6780#. 9: ;<. (45)


Dreamweaver 8. Buy for $399.

$% Dreamweaver 8) *+,- ./01

23. 45 =>. (38)


weaver 8. Buy for $399 or Try Free $% Dreamweaver 8) *+,- ./01

?3. 45 =>. 9: ;<. (45)

LBuild Professional Websites with New

Dreamweaver 8. Upgrade Now! $% Dreamweaver 8) *+,- ./01

23. 45 6780#. (41 )


Dreamweaver 8. Buy Now!


23. 45 =>. (38)


Dreamweaver 8. Try Free Now!


23. 9: ;< @A. (41)


weaver 8. Part of Studio 8.Try Free #&'( 8) *+,- ./01 23.

Studio 8B =C 2D. 9: ;<. (45)

http://www.macromedia.com/kr/software/dreamweaver/ http://www.macromedia.com/go/trydreamweaver_kr

The Right Terms: Adobe’s Approach

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agencyagency

highly relevant searchhighly relevant search

peripheral searchperipheral search

creative procreative pro

serious hobbyistserious hobbyisthighly relevant searchhighly relevant search

peripheral searchperipheral search

amateuramateur

ILLUSTRATIVE

ILLUSTRATIVE

The Right Terms: Understanding Your Audience



““stock photographystock photographyimage bankimage bank””

““royalty free image bankroyalty free image bank””

““creative suite procreative suite pro””

““multimedia designmultimedia design””

““stock photostock photo””

““imageimage””

““website templatewebsite template””

““design samplesdesign samples””

Business RulesBusiness Rules

1)1) Most highly qualified terms areMost highly qualified terms arethose associated with agenciesthose associated with agenciesand creative pros searching forand creative pros searching forimages to licenseimages to license

2)2) Term categories are givenTerm categories are givenpreference if they are likely topreference if they are likely tohave a high percentage ofhave a high percentage ofcreative proscreative pros

3)3) Desirable phrases are those whoDesirable phrases are those whomight represent seriousmight represent serioushobbyists and give increasedhobbyists and give increasedvisibility to ASPvisibility to ASP

4)4) Phrases that should be tested arePhrases that should be tested arethose associated with hobbyiststhose associated with hobbyistsand amateursand amateurs

““photophoto””

ILLUSTRATIVE

ILLUSTRATIVE

The Right Terms: Mapping Keyword to Profiles

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The Right Content: Mapping to Audiences



Impressions CTR Clicks CPC Cost Conv% Conv# CPA

100,000 1.75% 1,750 $ 0.40 $700.00 5.00% 88 $ 8.00

Monthly Budget February ‘06 March ‘06 April ‘06 May ‘06

Media Spend $38,000 $57,000 $76,000 $76,000

Google $38,000 $38,000 $38,000 $38,000

Search $25,333 $25,333 $25,333 $25,333

Contextual $19,000 $19,000 $19,000 $19,000

Yahoo $0 $19,000 $38,000 $38,000

Management & Other $5,700 $8,550 $11,400 $11,400

Total $43,700 $65,550 $87,400 $87,400

ILLUSTRATIVE

ILLUSTRATIVE

The Right Price: Budget & Bid Strategies

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Part I: Results from Engines

Report Period Country Engine Network Spend (USD) Imp1 Clicks CTR 2 CPC 3 AP4

4/21-5/15 China Google Search $ 1,258.93 367,114 9,454 2.58% $ 0.13 1.4

Contextual 1,489.43 4,874,965 9,622 0.20% $ 0.15 1.3Total $ 2,748.36 5,242,079 19,076 0.36% $ 0.14 1.4

4/21-5/15 Hong Kong Google Search $87.26 8,010 242 3.02% $ 0.36 1.3

Contextual $1.37 3,444 4 0.12% $ 0.34 2.2Total $ 88.63 11,454 246 2.15% $ 0.36 1.8

4/21-5/15 Taiwan Google Search $222.16 44,457 1,227 2.76% $ 0.18 1.3Contextual $7.55 53,808 17 0.03% $ 0.44 1.7Total 229.71$ 98,265 1,244 1.27% $ 0.18 1.5

4/24-5/12 Korea Overture Search 5,256.06$ 801,436 7,929 0.99% $ 0.66 >3Contextual 23.63 99,781 62 0.06% $ 0.38 >3Total 5,279.69$ 901,217 7,991 0.89% $ 0.66 >3

APAC Total 8,346.39$ 6,253,015 28,557 0.46% $ 0.29 1.5

Driving Results: Expanding the Search Program



CASE STUDY: INTERNATIONAL EXPANSION

0

50

100

150

200

250

Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07

Month

Co

nv

#

US

UK

Singapore

India

China

Canada

Global Acquisition: Univ. of Chicago

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Part II: Results from Omniture

Report Period Country Engine Network Spend (USD) Clicks1Trial

DownloadNew

Members

Download

Conv%2 CPD3 Conv$4

4/21-5/15 China Google Search $ 1,258.93 9,454 NA NA NA NA NA

Contextual 1,489.43 9,622 NA NA NA NA NA

Total $ 2,748.36 19,076 NA NA NA NA NA

4/21-5/15 Google Search $ 309.42 1,469 401 128 27% 0.77$ NA Contextual $ 8.92 21 1 1 5% 8.92$ NA Total 318.34$ 1,490 402 129 27% 0.79$ NA

4/24-5/12 Korea Overture 5,279.69$ 7,991 301 121 4% 17.54$ $ -

Total 5,279.69$ 7,991 301 121 4% 17.54$ $ -

APAC Total 8,346.39$ 28,557 703 250 2% 11.87$ $ -

China is the only APAC country that does not offer free trial downloads. OnDemand eSeminars are available in all four countries. Korea is the only APAC country that Studio 8, Dreamweaver, and Flash can an purchased online through the local adobe.com sto

Taiwan/Hong Kong

Search/Contextual

Driving Results: Expanding the Search Program



Summary of Options: Managing Your Budget

Investment Right Channels Right Terms Right Content

HighUS + Local Engines &

Networks

Developed From

Scratch

Developed From

Scratch

Medium US + Local Engines Translated & Localized Translated & Localized

Low Local Engines Only English / Branded TermsTranslated OR English

Only

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Credits/Thank You!

Ed Kim, CEORed Bricks [email protected](415) 255 – 0650

[email protected]

Anne Wadia, Sr. Group Marketing ManagerAdobe [email protected](408) 536-6000

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Global B-to-B Search Marketing: How Adobe Conducts ...€¦ · Global B-to-B Search Marketing: How Adobe Conducts Multinational Campaigns ... Launch Acrobat 8 campaign ... #5 Lycos