How Jellyfish streamlines optimizations across clients and global markets
Challenge
Global digital modern marketing agency Jellyfish saw an opportunity to elevate Amazon Ads operations for two of its major clients, a home care brand and beauty brand, across five countries. With millions in ad spend under management and multiple product lines, each market required localized strategies and frequent adjustments. Core tasks like bid adjustments, budget reallocations, and reporting were starting to consume time better spent on growth and innovation. To stay focused on high-impact work, the team knew it was time to rethink their approach. They aimed to combine deep account expertise with automation to quickly adapt to promotions, competitor activity, and consumer behavior shifts while still improving efficiency and performance metrics across the board.
Solution
Jellyfish partnered with Skai to implement key automation features that would improve scale, responsiveness, and results:
Peak-hour precision
Replacing guesswork with predictive, AI-driven recommendations, AI Dayparting automatically identified the most profitable times to run ads and adjusted bids accordingly across Amazon campaigns. This eliminated guesswork and helped the team ensure clients were maximizing the best path forward during the most important hours.
Rule-driven efficiency
The team created automated actions for budget allocation, keyword management, and performance alerts. These proved especially valuable during major sales events when quick responses were critical.
Scaling smarter
Jellyfish grouped 140 campaigns into 34 portfolios organized by product type and targeting. Skai’s algorithm optimized bids across entire portfolios to hit specific goals, making daily management much more efficient.
Results
This success was recognized at the 2025 ShopAble Media Awards, honoring Jellyfish for Global Excellence for the team’s innovative use of automation to drive measurable impact for clients across all markets:
Home Care Brand Results:
- 76% of US Amazon campaigns saw lower costs-per-click
- 57% of US Amazon campaigns improved return on ad spend
- European markets increased budget utilization by 40%
- Canada maintained stable ROAS and CTR despite rising CPCs, while significantly improving CVR and clicks.
Beauty Brand Results:
- France achieved 22% higher conversion rates through automated keyword optimization on Amazon
- Germany saw enhanced budget efficiency by strategically allocating spend to high-performing periods with AI Dayparting
The Jellyfish team continues to refine workflows and explore new ways to balance AI efficiency with strategic oversight that drive business growth.
“Supporting a global client requires identifying opportunities to implement cohesive strategies and processes across regions, while also recognizing and respecting the unique nuances that drive success locally. A one-size-fits-all approach is rarely effective at scale. By leveraging Skai’s automation capabilities, we’re able to streamline media optimizations and establish a consistent framework—while still allowing for region-specific guardrails and goals to ensure performance at the local level.”
Briana Cifelli
Senior Director, Retail Media
About Jellyfish
Jellyfish is an integrated global digital marketing business, reinventing marketing for progressive brands. Powered by human genius, cutting-edge tech and Generative AI, we create campaigns that move at the speed of digital. Learn more at jellyfish.com.
Solution Used
