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Published June 2017
Jellyfish staff were spending over a quarter of their time monitoring the performance of campaigns, searching for potential errors and solving the problems they found. In order to increase the amount of time that account teams could spend on optimization and innovation, digital agency Jellyfish used DoubleClick Search to create an automated early warning system. The aim was to make spotting problems – such as an error in a campaign creative, a halt in conversions or a sudden diversion in landing page URL – fast and effortless.
The first step was to define all of the issues that could occur during a search campaign. DoubleClick Search then allowed Jellyfish to create rules to monitor particular conditions on a set schedule, which sent notifications whenever a problem was detected. Multiple conditions could be included in a rule, giving Jellyfish the ability to monitor campaign performance on a granular level. When a particular condition was detected and an alert sent, Jellyfish could respond, for example by changing budgets, labels or states of the campaign.
I couldn't be more impressed with the power and flexibility of DoubleClick’s rules and alerting functionality. Using a combination of different rules enables us to immediately identify performance anomalies at the most granular level, as they happen and to respond with specific actions. Not only has this feature helped make the team more efficient, being able to respond instantly to different criteria is improving campaign performance for our clients.
Jellyfish combined these capabilities to provide notifications to teams across all of the agency’s accounts. Today, each Jellyfish client has 184 rules on average associated with their account. The overall efficiency of the agency has improved by 26% since the rollout, with teams now spending 12% more time on innovation and optimisation and 10% less time monitoring campaign performance.
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