Jellyfish initially began managing the PPC campaigns for Country Cousins. Their target market is comprised of two main group clients in need of their care services and also qualified carers who can provide high-quality service to their clientele.
As the campaigns had already been created, our first aim was to ensure they were structured in accordance with Jellyfish best practice. In collaboration with our team in South Africa, restructuring, mining, negative routing and check of the URLs to ensure they landed correctly without any errors were all carried out.
We then began the process of verifying the relevancy of the keywords within the campaigns, creating new ad copy to increase the prominence of the Saga’s USPs, implementing ad extensions such as callout extensions and site links to highlight their service portfolio. With the foundations laid, we incorporated the campaigns into DoubleClick, our chosen bid management, and set the campaigns live. Soon after, Saga asked Jellyfish to take over the management of their three remaining brands and as such, preparation to onboard them began.
Once the team had conducted the relevant work on the structure of the campaigns in AdWords including the implementation of new ad copy, they were ready to go live. During the initial stages, we were keen to test the application of budget steadily to gain learnings about the best performing areas of the campaign and when the time came apply budget accordingly.