Every day, millions of people globally use Skype to communicate for free through voice and video calls as well as instant messages.
Skype and Jellyfish worked together to establish CPAs based on registered user values, by market, region and call usage. To identify high value RU’s, Jellyfish created a calling corridor targeting matrix; based around languages, country gross domestic product, global expatriate communities & volume of call minutes from country to country.
The new Jellyfish ad group strategy pushed above the 1,000 per account allowed by Google, meaning Google and Jellyfish worked in partnership to create a workable global structure. A comprehensive global testing plan was devised to test new response led Ad Copies with price led messaging, new keyword areas developed and non-performing keywords removed.
New landing pages in multiple key world languages (English, French, Spanish, Portuguese, Russian, Japanese, Chinese & Arabic) were developed in line with the Jellyfish PPC methodology. Using a centralised global multi-language team, the success factors learnt in one country were easily and quickly shared with Skype and then tested in other countries.