Global PPC campaign doubles registrations for Skype

Registered users increased by 105% by intuitive paid search campaign

Every day, millions of people globally use Skype to communicate for free through voice and video calls as well as instant messages. Skype is a technological phenomenon that allows people to connect wherever they are in the world.

Skype briefed Jellyfish to develop a dedicated team to manage their global paid search campaigns across 174 countries in 11 different languages. The main objective of the activity was to increase registered users of the Skype product.

The campaign

Skype and Jellyfish worked together to establish CPAs based on registered user values, by market, region and call usage. 
To identify high-value registered users, Jellyfish created a calling corridor targeting matrix based on 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 centralized global multi-language team, the success factors learned in one country were easily and quickly shared with Skype and then tested in other countries.

The results

The global paid search campaign which was created, structured to cover 174 countries across Google, Bing and Yahoo, plus other regional search engines; Yandex (Russia), Ayna (Arabic), Walla (Hebrew), Baidu (Chinese) and Naver (Korean) was a huge success.

  • Registered user numbers increased by 105% year-on-year with the same annual paid search budget
  • PPC management delivered 84% increase in registered users from 174 countries

At Jellyfish, we're thrilled with the results we produced for Skype. Through a tested methodology and talented team of paid search experts, we increased registered users by 105%. Since this campaign, we have continued to deliver global search campaigns for a multitude of clients. 

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