ADOBE

Project done in partnership with RSO Consulting

Display campaign propelled to 10% CTR
through data, insights, and refinement

Adobe Display Campaign Image

SECTOR

Education
Software
Technology
Design / Creative Services

SERVICES PROVIDED

PPC Copywriting
Data Analysis

SITUATION

How can we get educators engaged with our Adobe Express product?

With its recent revamp, Adobe Express was becoming even more helpful to K-12 educators. The problem? Educators didn’t know about its capabilities! Adobe’s idea was to create monthly challenges, which would help engage users and show what’s possible within the software. But how would their audience know about these challenges? That’s where Google Display ads, and my copywriting, came into play.

STRATEGY

Google Display ads with persuasive copy, geared directly to educators.

Adobe’s audience — K-12 educators — were overwhelmed, had limited time, and were trying desperately trying to get kids re-engaged after the pandemic. They had burning needs, but to compel them to click through to the Adobe Express Creative Challenge page, the ad copy had to be on-point.

Ad copy based on insight and data.

Each month, Adobe shared their creative challenges. Based on the users’ needs and the prior months’ successes, I wrote 6 headlines and 5 descriptions, which were mixed and matched by Google for maximum engagement.

Continual refinement.

I was knee-deep in data, and I loved it! The knowledge around what was working best was evolving … and by implementing those learnings (and also continuing to experiment — using research, creativity and intuition), the already-higher-than-average results continued to improve, and then skyrocket.

Adobe Display Ad

Adobe Case Study PPC Ads

Adobe Ad for Case Study

Adobe Creative Challenge Ad

Generative AI PPC Example

Adobe Display Ad

SUCCESS

Creative evolution: Campaigns performing at 10%!

Adobe needed a writing partner who could dive right in, do the research, fully understand their product and their audience — and write compelling copy that would make education professionals click. And click they did! This campaign has been such a success, it’s been ongoing (and increasingly-funded) since 2022.

Since April 2022, I have written hundreds of ads for Adobe Express.
In the beginning, CTRs averaged 1.26% (more than double the .53% education industry average).
As of 2024, we have campaigns performing at 10% — a remarkable rate for display campaigns.

“Sheila has been an integral part of the team’s success since we started working with Adobe in 2019. Not only does she do what is required of her professionally and on time (usually on tight deadlines) but she provides fresh ideas that always resonate with the client. She also goes way beyond what is asked of her by diving into analytics in order to gain insights into campaign & content performance that, in turn, drive learning and recommendations. Sheila is a constant rock star who is always up for the challenge. I cannot think of a better partner and team member than Sheila.”

Rob Sanders

Rob Sanders,
RSO Consulting