Jellyfish and Motors.co.uk are shortlisted in the top #3 for the ‘Best use of connected devices’ category at The Drum Search Awards – the awards designed to ‘Search for the best in search’, recognizing and rewarding effective search campaigns across both PPC and SEO.
Jellyfish’s brief was clear: to support Motors.co.uk’s TV campaign with a robust online strategy, connecting smartphones and tablets and giving users a seamless experience across all media.
The outcomes were compelling; we were able to drive more traffic from mobile users to minimize cost-per-click and cost-per-lead, and to achieve a healthy return on investment and gain in market share .
Mobile engagement uplift was driven by ensuring that every ad group included a mobile-preferred ad with a mobile-specific call to action and mobile tailored ad copy. This meant that during the campaign, 100% of traffic from mobile had received the mobile-preferred ad.
- Tablet saw a traffic increase of 53%
- Mobile saw a traffic increase 67%
- CPL was 33% cheaper from mobile
- Mobile search delivered 15% higher CTR than desktop,
- 38% lower Cost-Per-Click
- 33% lower Cost-Per-Lead
Dermot Kelleher, Motors.co.uk’s Director of Marketing and Business Intelligence said of the campaign:
“Jellyfish provided an excellent service in managing a highly effective campaign in 2014 to drive traffic to our website Motors.co.uk by engaging connected devices.
A key feature of the campaign was “Carfuffle” – a term we coined to refer to the hassle and frustration in buying a used car by more traditional methods rather than through our innovative website.
Jellyfish certainly took the “hassle” out of our online marketing to provide outstanding support alongside the TV ad that was also integral to the campaign.
Jellyfish’s skillful work in adjusting and amending search parameters meant we optimized online activity around the TV campaign and this drove a significant increase in traffic to our website from mobile and tablet devices. Traffic from tablets was up more than 50% and from Smartphones it rose 67%, while at the same time we saw a significant reduction in cost-per-lead.
The online search activity undertaken by Jellyfish proved highly effective thanks to their input and expertise, demonstrating the effectiveness of having a cohesive, integrated campaign for mobile, tablet and desktop devices.”
The winners will be revealed during the award ceremony being held on 9 June in London's Marriott Grosvenor Square hotel.