JELLYFISHOur heritage as a performance based digitalagency makes our approach uniquely innovativeand commercially focusedSuccessful PPC strategies are based around theright combination of science and art
OVERVIEWWe believe success comes from the balancebetween people and technologyOur core brand values are; IntEgRItY InnOVatIOn accOuntabILItY
OVERVIEW• Established for over 10 years• We are the UK’s 35th fastest growing technology company according to The Sunday Times Microsoft Tech Track 100 - 2010• We developed a CPA focused PPC management platform (JUMP) + we combine best of breed technology solutions to • Manage complex PPC campaigns to agreed KPI’s • Deliver & manage long lasting natural search results • Understand your competitive environment • Enhance your consumers on-site journeys
JELLYFISHtHOugHt LEadERS• Dedicated training manager • Google Alpha & Beta test partners & learning facilities in USA and UK markets• Fresh thinking through our graduate • Established relationships with international training programme search networks Yandex / Anya / Walla / Naver / Badu• Continual team development via webinars and workshops with: • Networks: Google/Yahoo/Bing/YouTube/Facebook/LinkedIn • Clients include Econsultancy, New Media Age • Industry Bodies: & Campaign magazines SEMPO/IAB/IPA • Partners: Google Analytics/ClickTale/Search Monitor/Infinity
We have 80+ full-time team membersWe speak 11 languages in-house – covering over 85% of worldinternet users: French, German, Spanish, Portuguese, Italian,Russian, Japanese, Korean, Cantonese, Hebrew & English
annuaL bILLIngSOF OVER £20m Publishing Lead Generation Telecoms Travel E-Commerce Finance
cOmbInEd SkILLS MARK DEEPROSE BRIDGETTE DONNELLY DANIEL WILKINSON CRAIG LISTER CREATIVE DIRECTOR OPERATIONS DIRECTOR DIRECTOR OF CAMPAIGN STRATEGY CLIENT SERVICES DIRECTOR WEB DESIGNER ACCOUNT STRATEGIST ACCOUNT ADMINISTRATOR ACCOUNT ADMINISTRATOR SENIOR DIGITAL SENIOR ACCOUNT ACCOUNT DIRECTOR PROjECT MANAGER MANAGER WEB DEVELOPER ACCOUNT ADMINISTRATOR ACCOUNT ADMINISTRATOR ACCOUNT STRATEGIST jASON WOOLLEY DANNY CLAYMAN jAMIE HAMMOND HEAD OF SEO & SOCIAL HEAD OF CAMPAIGN STRATEGY HEAD OF ANALYTICS & OPTIMISATION INCLUDING INTERNATIONAL TEAM
tYpIcaL uSER JOuRnEYS aRE cOmpLEx,muLtI-dImEnSIOnaL
mEaSuREmEnt pRIORItIES= buSInESS gOaLS‘Half the money I spend ‘Measure what youon advertising is wasted; should, not whatthe trouble is I don’t you can.’know which half.’John Wanamaker Dr. Alex ChenUnited States merchant, father of modern Senior Data Strategist, Jellyfishadvertising and a “pioneer in marketing.”
attRIbutIOn mOdELLIngEcOnOmEtRIc anaLYSISIn this example, analysis indicates that both brand and genericPPC clicks are contributing to aggregator conversions. Last Click +4 Last Click +3 Last Click +2 Last Click +1 Last Click SEARCH SALE Brand Generic PPC Display Aggregator Affiliate
attRIbutIOn mOdELLIngEcOnOmEtRIc anaLYSISThe process outcome is designed to ensure that all factorsare understood and mapped so that 100% of interactions are ‘credited’to sale and eventual ROI calculation. Key factors to consider are:• Journey length (i.e. how many clicks in the journey)• Journey position (i.e. first or last click)• Frequency & Recency (i.e. time lag to next event and sales in a journey)• Lift factor (i.e. current event triggers next click on a higher conversion rate terms than itself)• Outcome value (i.e. managed hosting vs. cloud hosting)
accuRatEFOREcaStIng• New test activity going live that month All Brands Leads vs Forecasts• Social media activity 4,000• Wider marketing activity that may 3,000 impact on brand performance• Seasonality based on historic 2,000 performance 1,000• One-off events/celebrations (i.e. Royal 0 01/05/2011 05/05/2011 09/05/2011 13/05/2011 17/05/2011 21/05/2011 25/05/2011 29/05/2011 wedding, Olympics, World Cups etc), Actual Leads Jellyfish Target Leads Budgeted leads with variance year to date
a StRuctuREd accOunt and namIng cOnVEntIOnaLLOWS YOu tHE FLExIbILItY tO:• Easily analyse and manage keywords on different match types• Easily analyse and manage campaigns on different distribution channels e.g. search vs.. content• Separate specific terms from generic or brand terms
a StRuctuREd accOunt and namIng cOnVEntIOnaLLOWS YOu tHE FLExIbILItY tO:• Report easily on specific groups of keywords which may have different performance KPI’s• Easily identify opportunities• Easily handover a campaign to another account manager, if needed, as campaigns are all structured in the same way.
tHE StRuctuRE WILL aLSO EnSuREtHat aLL kEYWORdS aRE:• Loaded on Google, Yahoo and Bing (MSN)• Loaded on all match types• Loaded on all distribution channels e.g. search, search partners, content and placement targeting
Using this granular accountreporting structure Jellyfishhave been able to manageSkype’s global PPC campaignacross 176 markets in 26languages whilst managing a€8 million plus spend within2% tolerance.
c = ClientaS = Account Strategistca = Campaign Administratora = AutomatedaS ca Keyword Count aS a Bid Cap aS ca Ad Copy Qualification aS ca Ad Copy RelevancyaS ca Network Count ca Tail Keywords ca Keyword Insertion aS c Landing Page RelevancyaS ca Content ca Negative Keywords ca Negative Keywords aS ca Ad Copy QualificationaS ca Placement aS ca Ad Copy Relevancy aS ca Ad Copy Relevancy aS c Site Managementca Match Type aS c Landing Page Relevancy ca Tail Keywords aS c Product OfferaS Budgets aS c Page Load Time aS ca Ad Extensions aS c Email Follow-upca Negative Keywords ca 0 Impression Keywords aS Remarketing ca Negative Keywordsca Tail Keywords ca 0 Click Keywords ca Tail KeywordsaS a Bid Cap aS c Affiliate Management aS c Page Load Time aS Remarketing aS c Infinity Call Tracking External Factors
LIKELY PERSONA:Business OwnerTHEIR CHALLENGE:Common business ITchallenge – lack ofability to share and viewcolleagues’ calendars,book meeting etc...ACTIvE OFFICE CONSIDERATION:Communicate thefeatures and benefits ofexchange
LIKELY PERSONA:IT AdministratorTHEIR CHALLENGE:Choosing the right emailsolution and providerACTIvE OFFICE CONSIDERATION:Combating theintroduction of a newcompetitor to the market
LIKELY PERSONA:Business OwnerTHEIR CHALLENGE:Building an IT infrastructurewhen starting a newbusinessACTIvE OFFICE CONSIDERATION:Communicate the benefitsof hosted exchange whichcan negate the need for anIT systems administrator,complex serverconfiguration and capitalexpenditure whilst providingfuture flexibility
SkYpEEFFEctIVE uSE OF LandIng pagESTesting on new Landing Pages for Calling Corridors showeda 126% uplift in click to downloads from 7.44% to 16.84%Original Skype.com Price Page Jellyfish Landing Page New Skype.com Price Page
SEOOuR dELIVERabLES• Technical audit – identifies SEO barriers • Page template consultation• Link audit – status and opportunities • PR workshop• Link re-configuration task list • SEO strategy and action plan• Keyword research and prioritisation • Search synergy report• On-page recommendations • Weekly/Monthly position and traffic• SEO media buying guide reporting
OuR appROacH tOLInk dEVELOpmEntSHORT TERM MEDIUM TERM LONG TERMExploration Phase Domain Strengthening Content Alignment & Maintenance• Keyword Research • Content hubs • Universal search• Technical & Link Analysis • Media placements • Real time search• Strategy & Plan • Tactical link building (i.e. press release seeding) • UGC / Social• Manual inter-linking • Social media link building/ activation • Tactical Media Placements• Competitor/Landscape Analysis Baseline Activity • SEO Affiliate link developmentBaseline Activity • Recommendations implementation Baseline Activity• Recommendations implementation • Link building strategy • Recommendations implementation• Link building strategy • Content performance monitoring • Link building strategy• Ongoing performance monitoring • Ongoing Content optimisation • Content performance monitoring• Ongoing content optimisation • Ongoing link building activity • Ongoing Content optimisation• Ongoing link building activity • Article Creation & Distribution • Ongoing link building activity• Article Creation & Distribution • Article Creation & Distribution0-4 months 5-12 months 12-18 months LINK BUILDING
Cross Site S cripti Sema ng ntic U RL H Link ackin Build g ing S Link oftw farm are s Auto mate d Con Blog/ tent S pinniHIgH RISk OF pEnaLtY Forum ng Auto Spam OuR appROacH tO mate ming d Lin LInk dEVELOpmEnt Paid k Net Links work on bl ogs Direc t link affilia Direc tes t Link Bann Artic ers le Dis tribu Spon tion sorsh ips Optim ised News Comm Feed unity s Optim Mana geme ised Press nt Medi Relea a Pla ceme ses UGC nts Influe ncerLOWESt RISk Outre Widg ach et / A pps C Creat reatio ing V n aluab le Co ntent
cOntEnt cREatIOndIStRIbutIOnMaintaining a natural link profile Number of links generatedArticles are created and distributed/ 15 125syndicated to provide steady growth Advertorial Links Article Submission Linksnatural link distributionTypical no. of links from integratedArticle / Media Placement / SEO PR linkdevelopment across 2 months: 135 Press Releases Links
cOntEnt SYnERgY• Identify top performing PPC ad copy • Review landing / campaign pages – deliver SEO optimisation (to enhance• Map ad copy to candidate pages; agree QS, overall visibility) and document in OPR spreadsheet as updated meta descriptions • Review landing / campaign pages – supply linking recommendations for joined / orphaned pages
bId / SEaRcH SYnERgY• Natural search ranking report – • Analysis will identify options for: client website • No bid – client already visible from SEO • Altered bid – review performance if target• Supply ranking snapshot for up to PPC positions above / below current SEO rank 20 keywords • Shelf bid – target PPC position level with• Focus on Google UK (Other engines current SEO rank applicable; will extend scope if required) • Deliver executive summary and raw• Target keywords on page 1; above data report and below fold• Identify keywords for analysis
JELLYFISH unIFIEdmaRkEtIng pLatFORmManaging campaigns to a CPA, when there are potentiallyhundreds of thousands of keywords, requires very definedand disciplined campaign management processes. It alsorequires quick and easy access to relevant performancemetrics, campaign information and the facility tolog and make changes, at each point in the campaignmanagement workflow.Our JUMP system, a proprietary tool designed and builtby Jellyfish is a contextual workflow application whichprovides all of this functionality.
E&L InSuRancE –40% REductIOn In cpc & 45% LEad IncREaSE Jellyfish began running the account on the 11th April on a 1 month trial basis We have been able to drive additional click volumes whilst maintaining the on site conversion rate, leading to a 45% week on week lead increase 40% reduction in CPC whilst maintaining top 2 position for Pet Insurance
InFInItY• Infinity allows tracking of ALL keywords in your search marketing campaign, not just a select few• Rewards all keywords that actually generate calls• Allows efficiencies through granular level keyword management.
knOWLEdgE IS pOWER… How much is this How much traffic What other keywords How often does this advertiser spending does this advertiser does this advertiser Ad display on this each month? receive? also use? keyword? Is this the best performing Ad for this keyword? What other Ads is this advertiser using on this keyword? How many keywords is this advertiser competing with me on?
bEnEFItS OF ExpandEdREpORtIng• Keyword discovery – Competitors, PPC vs. SEO• Share of voice monitors exposure over time• Ad copy analysis - what are your competitors promoting?• Infringement monitoring – Who is high jacking your brand terms or domain• Identify efficiencies / opportunities across PPC & SEO
pERFORmancE managEmEntFEE mOdELFor some organisations the CPA model is not alwaysappropriate or even possible. This can be for a numberof reasons including the nature of the business beingso complex that calculating a CPA is actually impossible(or at least incredibly challenging to do).It may be that the budget for PPC is fixed and the organisationrequires absolute transparency of all metrics, including the agencies fees.For this reason, Jellyfish offers the traditional percentage of media spendmodel, however, with a performance aspect. Our fee is based on a campaignperformance matrix measuring visitors and ROI. See example matrix below.The example on the next slide illustrates the percentage of media fees weare proposing, however the visit and ROI axis are arbitrary figures, the actualtargets will be set by you.
SEaRcHVIdEO ad ExtEnSIOnSUse video content to increase CTR across search and build brand recognition. 1. Google Video Ad Extensions 2. Yahoo Video Ad Extensions
FacEbOOkImagE adSTargeted placement: Extremely low CPMs makes Facebook a great channel for brand awareness. Multiple interest (sport, music, films, entertainment etc.) targeting variants. Multiple image variants – relevant to targeting and game being promoted.
SEaRcHSItELInkS / pROduct ad ExtEnSIOnSUse sitelinks and product extensions to increase CTR across search andprovide the user the ability to deep link to their chosen platform or specialedition page which in turn increases conversion rate.
gOOgLE dISpLaY nEtWORk (gdn)VIdEO adS 2. Click-to-Play Video Ad 3. In-Stream Video Ad 1. Static Image Overlay
tREndS FOR 2011• Evolution of natural search results post-panda • Because major players such as continues to challenge brand visibility. Facebook are keen to monetize the social web and social graph, paid attention• Jellyfish clients are already reaping will become the primary route to tangible benefits from our focus on mobile non-transactional engagement. campaigns and delivering device specific data and insights. • Paid attention via Facebook, Linkedin, Twitter will provide Jellyfish clients• Bing will play a significant role in mobile with a rapid, agile and accountable route search as its integration with Blackberry into ‘softer’ KPIs. OS and Windows Phone plays out; Nokia’s commitment to Windows Phone is also highly relevant.