Jellyfish Credentials

1. Jellyfish
Credentials Presentation 2011

2. JELLYFISH
Our heritage as a performance based digital
agency makes our approach uniquely innovative
and commercially focused
Successful PPC strategies are based around the
right combination of science and art

3. OVERVIEW
We believe success comes from the balance
between people and technology
Our core brand values are;
IntEgRItY InnOVatIOn accOuntabILItY

4. 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

5. JELLYFISH
tHOugHt 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

6. We have 80+ full-time team members
We speak 11 languages in-house – covering over 85% of world
internet users: French, German, Spanish, Portuguese, Italian,
Russian, Japanese, Korean, Cantonese, Hebrew & English

7. annuaL bILLIngS
OF OVER £20m
Publishing Lead Generation Telecoms Travel E-Commerce Finance

8. 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

9. tYpIcaL uSER JOuRnEYS aRE cOmpLEx,
muLtI-dImEnSIOnaL

10. mEaSuREmEnt pRIORItIES
= buSInESS gOaLS
‘Half the money I spend ‘Measure what you
on advertising is wasted; should, not what
the trouble is I don’t you can.’
know which half.’
John Wanamaker Dr. Alex Chen
United States merchant, father of modern Senior Data Strategist, Jellyfish
advertising and a “pioneer in marketing.”

11. attRIbutIOn mOdELLIng
EcOnOmEtRIc anaLYSIS
In this example, analysis indicates that both brand and generic
PPC 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

12. EcOnOmEtRIc anaLYSIS
mappEd tO buSInESS gOaLS

13. attRIbutIOn mOdELLIng
EcOnOmEtRIc anaLYSIS
The process outcome is designed to ensure that all factors
are 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)

14. accuRatE
FOREcaStIng
• 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

15. ppc
mEtHOdOLOgIES

16. aFFEctIng tHE
cpa cOSt cuRVE

17. Natural Cost Curve with
Cost Curve Proficient Campaign
Management

18. StRuctuREd
appROacH

19. StRuctuREd appROacH tO
dELIVER RESuLtS

20. StRuctuREd appROacH tO
dELIVER RESuLtS

21. StRuctuREd appROacH tO
dELIVER RESuLtS

22. StRuctuREd appROacH tO
dELIVER RESuLtS

23. namIng cOnVEntIOn
& StRuctuRE

24. a StRuctuREd accOunt and namIng cOnVEntIOn
aLLOWS 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

25. a StRuctuREd accOunt and namIng cOnVEntIOn
aLLOWS 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.

26. tHE StRuctuRE WILL aLSO EnSuRE
tHat 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

27. Using this granular account
reporting structure Jellyfish
have been able to manage
Skype’s global PPC campaign
across 176 markets in 26
languages whilst managing a
€8 million plus spend within
2% tolerance.

30. c = Client
aS = Account Strategist
ca = Campaign Administrator
a = Automated
aS ca Keyword Count aS a Bid Cap aS ca Ad Copy Qualification aS ca Ad Copy Relevancy
aS ca Network Count ca Tail Keywords ca Keyword Insertion aS c Landing Page Relevancy
aS ca Content ca Negative Keywords ca Negative Keywords aS ca Ad Copy Qualification
aS ca Placement aS ca Ad Copy Relevancy aS ca Ad Copy Relevancy aS c Site Management
ca Match Type aS c Landing Page Relevancy ca Tail Keywords aS c Product Offer
aS Budgets aS c Page Load Time aS ca Ad Extensions aS c Email Follow-up
ca Negative Keywords ca 0 Impression Keywords aS Remarketing ca Negative Keywords
ca Tail Keywords ca 0 Click Keywords ca Tail Keywords
aS a Bid Cap aS c Affiliate Management aS c Page Load Time
aS Remarketing
aS c Infinity Call Tracking
External Factors

31. LIKELY PERSONA:
Business Owner
THEIR CHALLENGE:
Common business IT
challenge – lack of
ability to share and view
colleagues’ calendars,
book meeting etc...
ACTIvE OFFICE CONSIDERATION:
Communicate the
features and benefits of
exchange

32. LIKELY PERSONA:
IT Administrator
THEIR CHALLENGE:
Choosing the right email
solution and provider
ACTIvE OFFICE CONSIDERATION:
Combating the
introduction of a new
competitor to the market

33. LIKELY PERSONA:
Business Owner
THEIR CHALLENGE:
Building an IT infrastructure
when starting a new
business
ACTIvE OFFICE CONSIDERATION:
Communicate the benefits
of hosted exchange which
can negate the need for an
IT systems administrator,
complex server
configuration and capital
expenditure whilst providing
future flexibility

34. SkYpE
EFFEctIVE uSE OF LandIng pagES
Testing on new Landing Pages for Calling Corridors showed
a 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

35. JELLYFISH
SEO

36. SEO
OuR 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

37. OuR appROacH tO
LInk dEVELOpmEnt
SHORT TERM MEDIUM TERM LONG TERM
Exploration 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 development
Baseline 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 & Distribution
0-4 months 5-12 months 12-18 months
LINK BUILDING

38. 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
pinni
HIgH 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
ncer
LOWESt RISk
Outre
Widg ach
et / A
pps C
Creat reatio
ing V n
aluab
le Co
ntent

39. mEdIa pLacEmEnt
ExampLES

40. cOntEnt cREatIOn
dIStRIbutIOn
Maintaining a natural link profile Number of links generated
Articles are created and distributed/
15 125
syndicated to provide steady growth Advertorial Links Article Submission Links
natural link distribution
Typical no. of links from integrated
Article / Media Placement / SEO PR link
development across 2 months:
135
Press Releases Links

41. JELLYFISH SEO &
WORkIng tOgEtHER

42. pLannIng and SYnERgY

43. 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

44. 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

45. tEcHnOLOgY

46. JELLYFISH unIFIEd
maRkEtIng pLatFORm
Managing campaigns to a CPA, when there are potentially
hundreds of thousands of keywords, requires very defined
and disciplined campaign management processes. It also
requires quick and easy access to relevant performance
metrics, campaign information and the facility to
log and make changes, at each point in the campaign
management workflow.
Our JUMP system, a proprietary tool designed and built
by Jellyfish is a contextual workflow application which
provides all of this functionality.

47. dYnamIc managEmEnt
pORtFOLIOS

48. nOn-cOnVERtIng cOnVERtIng
kEYWORdS kEYWORdS

49. nOn-cOnVERtIng cOnVERtIng
kEYWORdS kEYWORdS

50. 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

51. 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.

52. REpORtIng

53. ppc REpORtIng
Reporting Frequency
Stats Collation and Exception Checking Daily
Campaign Performance Metrics Report Daily Email
Campaign Event Report Weekly
Test Activity Report Adhoc Report Compiled Monthly
Short, Mid & Long Term Strategy Review Compiled Quarterly
Website Performance Report If Required Automated From GA/Omniture and
Reported Monthly
Digital Marketing Industry Updates Fortnightly
Client Industry Updates If Required Reported Monthly
Campaign Performance & Strategy Meeting Twice Weekly Phone Call
Monthly Face to Face (or call)
Quarterly Face to Face (or call)
Budget reporting Weekly/Monthly
Monthly Forecasting Monthly
Live Instant Message Q&A Channel Daily
Competitor Intelligence If Required Reported Monthly
Affiliate Activity Reporting If Required Reported Monthly
Market Intellignece Report Adhoc Report
Omniture Analysis Adhoc Report
Cross Channel Atribution Tracking/Reporting Adhoc Report
Cross Channel Atribution Modelling Adhoc Report
User Path Analaysis Adhoc Report
Multi Media Mix Analysis Adhoc Report
SEO / PPC Synergy Report Adhoc Report
New Market Analaysis Adhoc Report
Market Sales Analysis Adhoc Report
Review Hitwise/Other Intelligence Adhoc Report

54. ppc / SEO REpORtIng
Keyword Category SEO Link target Keyword Max First Quality Impressions Clicks CTR Avg Avg Cost Avg
02/05/2011 Y/ N Type CPC Page CPC Score CPC CPM Position
fidelity |brand| 1 Exact 2.95 0.03 7 53292 14531 0.2727 XXXX 24.25 £XXXX 1
fidelity uk |brand| 1 Exact 2 0.03 7 3723 1002 0.2691 XXXX 34.97 £XXXX 1
fidelity investments |brand| 1 Phrase 5 0.03 7 3374 458 0.1357 XXXX 30.33 £XXXX 1
china special situations |specific funds campaigns| 1 Phrase 6 0.1 6 2072 82 0.0396 XXXX 49.14 £XXXX 1
www.fidelity.co.uk |brand| 1 Exact 5 0.03 7 2936 587 0.1999 XXXX 33.86 £XXXX 1
fidelity china special situations |brand| 1 Exact 5 0.03 7 1468 201 0.1369 XXXX 29.9 £XXXX 1
fidelity fund prices |brand| 1 Exact 2 0.2 4 740 32 0.0432 XXXX 51.68 £XXXX 1.1
fidelity fundsnetwork |brand| 1 Exact 5 0.03 7 810 184 0.2272 XXXX 45.95 £XXXX 1
fidelity funds |brand| 1 Exact 5 0.01 10 357 152 0.4258 XXXX 58.01 £XXXX 1
fund supermarket |top 10 significant non-brand
kws by traffic volume 1 Exact 1 0.2 6 590 18 0.0305 XXXX 23.86 £XXXX 3.4
fidelity international |brand| 1 Exact 5 0.03 7 170 29 0.1706 XXXX 19.65 £XXXX 1

55. 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?

56. maRkEt InSIgHt –
SHaRE OF VOIcE

57. maRkEt InSIgHt –
SHaRE OF SpEnd

58. maRkEt InSIgHt –
kEYWORd InSIgHtS

59. bEnEFItS OF ExpandEd
REpORtIng
• 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

60. cOmmERcIaL
mOdEL

61. pERFORmancE managEmEnt
FEE mOdEL
For some organisations the CPA model is not always
appropriate or even possible. This can be for a number
of reasons including the nature of the business being
so 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 organisation
requires absolute transparency of all metrics, including the agencies fees.
For this reason, Jellyfish offers the traditional percentage of media spend
model, however, with a performance aspect. Our fee is based on a campaign
performance matrix measuring visitors and ROI. See example matrix below.
The example on the next slide illustrates the percentage of media fees we
are proposing, however the visit and ROI axis are arbitrary figures, the actual
targets will be set by you.

62. pERFORmancE managEmEnt
FEE mOdEL

63. JELLYFISH
InnOVatIOn

64. JELLYFISH aRE tHOugHt LEadERS
In SEaRcH

65. InVItatIOnS tO
gOOgLE bEtaS

66. SEaRcH
VIdEO ad ExtEnSIOnS
Use video content to increase CTR across search and build brand recognition.
1. Google Video Ad Extensions 2. Yahoo Video Ad Extensions

67. FacEbOOk
ImagE adS
Targeted 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.

68. SEaRcH
SItELInkS / pROduct ad ExtEnSIOnS
Use sitelinks and product extensions to increase CTR across search and
provide the user the ability to deep link to their chosen platform or special
edition page which in turn increases conversion rate.

69. gOOgLE dISpLaY nEtWORk (gdn)
VIdEO adS
2. Click-to-Play Video Ad
3. In-Stream Video Ad
1. Static Image Overlay

70. 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.

71. tHE OpEn gRapH...
and SOcIaL SEaRcH

72. Thank You
Craig Lister Client Services Director
+44 [0]20 8133 4927
craig.lister@jellyfish.co.uk