Jf generic pres_cl_7_jun_01

Credentials Presentation 2011

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

JELLYFISH

We believe success comes from the balance between people and technology

Our core brand values are;

OVERVIEW

IntEgRItY InnOVatIOn accOuntabILItY

• 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

OVERVIEW

• Dedicated training manager & learning facilities

• Fresh thinking through our graduate training programme

• Continual team development via webinars and workshops with:

• Networks: Google/Yahoo/Bing/YouTube/Facebook/LinkedIn

• Industry Bodies: SEMPO/IAB/IPA

• Partners: Google Analytics/ClickTale/Search Monitor/Infinity

• Google Alpha & Beta test partners in USA and UK markets

• Established relationships with international search networks Yandex / Anya / Walla / Naver / Badu

• Clients include Econsultancy, New Media Age & Campaign magazines

JELLYFISH tHOugHt LEadERS

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

annuaL bILLIngS OF OVER £20m

Publishing Lead Generation Telecoms Travel E-Commerce Finance

cOmbInEd SkILLS

CRAIG LISTERCLIENT SERVICES DIRECTOR

DANIEL WILKINSONDIRECTOR OF CAMPAIGN STRATEGY

ACCOUNT ADMINISTRATOR

ACCOUNT ADMINISTRATOR

BRIDGETTE DONNELLY OPERATIONS DIRECTOR

WEB DESIGNER

SENIOR DIGITAL PROjECT MANAGER

ACCOUNT STRATEGIST

SENIOR ACCOUNT MANAGER

ACCOUNT DIRECTOR

WEB DEVELOPER ACCOUNT STRATEGIST

MARK DEEPROSE CREATIVE DIRECTOR

ACCOUNT ADMINISTRATOR

ACCOUNT ADMINISTRATOR

jAMIE HAMMOND HEAD OF ANALYTICS & OPTIMISATION

DANNY CLAYMAN HEAD OF CAMPAIGN STRATEGY

INCLUDING INTERNATIONAL TEAM

jASON WOOLLEYHEAD OF SEO & SOCIAL

tYpIcaL uSER JOuRnEYS aRE cOmpLEx, muLtI-dImEnSIOnaL

mEaSuREmEnt pRIORItIES = buSInESS gOaLS

‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half.’

John WanamakerUnited States merchant, father of modern advertising and a “pioneer in marketing.”

‘Measure what you should, not what you can.’

Dr. Alex Chen Senior Data Strategist, Jellyfish

attRIbutIOn mOdELLIngEcOnOmEtRIc anaLYSIS

Brand Generic PPC Display Aggregator Affiliate

Last Click +4

Last Click +3

Last Click +2

Last Click +1

Last Click

SEARCH SALE

In this example, analysis indicates that both brand and generic PPC clicks are contributing to aggregator conversions.

EcOnOmEtRIc anaLYSIS mappEd tO buSInESS gOaLS

attRIbutIOn mOdELLIngEcOnOmEtRIc 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)

accuRatE FOREcaStIng

• New test activity going live that month• Social media activity• Wider marketing activity that may

impact on brand performance• Seasonality based on historic

performance• One-off events/celebrations (i.e. Royal

wedding, Olympics, World Cups etc),

All Brands Leads vs Forecasts

Actual Leads

4,000

3,000

2,000

1,000

0

01/0

5/20

11

05/0

5/20

11

09/0

5/20

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13/0

5/20

11

17/0

5/20

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21/0

5/20

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25/0

5/20

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29/0

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Jellyfish Target Leads

Budgeted leads with variance year to date

mEtHOdOLOgIESppc

cpa cOSt cuRVEaFFEctIng tHE

Natural Cost Curve

Cost Curve withProficient CampaignManagement

appROacHStRuctuREd

StRuctuREd appROacH tO dELIVER RESuLtS

StRuctuREd appROacH tO dELIVER RESuLtS

StRuctuREd appROacH tO dELIVER RESuLtS

StRuctuREd appROacH tO dELIVER RESuLtS

& StRuctuREnamIng cOnVEntIOn

• 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 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.

a StRuctuREd accOunt and namIng cOnVEntIOn aLLOWS YOu tHE FLExIbILItY tO:

• 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

tHE StRuctuRE WILL aLSO EnSuRE tHat aLL kEYWORdS aRE:

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.

c = ClientaS = Account Strategistca = Campaign Administratora = Automated

aS ca Keyword CountaS ca Network CountaS ca ContentaS ca Placementca Match TypeaS Budgetsca Negative Keywordsca Tail KeywordsaS a Bid Cap

aS a Bid Capca Tail Keywordsca Negative KeywordsaS ca Ad Copy RelevancyaS c Landing Page RelevancyaS c Page Load Timeca 0 Impression Keywordsca 0 Click KeywordsaS c Affiliate Management

aS ca Ad Copy Qualification ca Keyword Insertionca Negative Keywords aS ca Ad Copy Relevancyca Tail KeywordsaS ca Ad ExtensionsaS Remarketing

aS ca Ad Copy RelevancyaS c Landing Page RelevancyaS ca Ad Copy QualificationaS c Site ManagementaS c Product OfferaS c Email Follow-upca Negative Keywordsca Tail KeywordsaS c Page Load TimeaS RemarketingaS c Infinity Call Tracking External Factors

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

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

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

SkYpEEFFEctIVE 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

JELLYFISHSEO

SEOOuR dELIVERabLES

• Technical audit – identifies SEO barriers• Link audit – status and opportunities• Link re-configuration task list• Keyword research and prioritisation• On-page recommendations• SEO media buying guide

• Page template consultation• PR workshop• SEO strategy and action plan• Search synergy report• Weekly/Monthly position and traffic

reporting

OuR appROacH tO LInk dEVELOpmEnt

SHORT TERM Exploration Phase• Keyword Research• Technical & Link Analysis• Strategy & Plan• Manual inter-linking• Competitor/Landscape Analysis

Baseline Activity• Recommendations implementation• Link building strategy• Ongoing performance monitoring• Ongoing content optimisation• Ongoing link building activity• Article Creation & Distribution

0-4 months

LONG TERM Content Alignment & Maintenance• Universal search• Real time search• UGC / Social• Tactical Media Placements• SEO Affiliate link development

Baseline Activity• Recommendations implementation• Link building strategy• Content performance monitoring• Ongoing Content optimisation• Ongoing link building activity• Article Creation & Distribution

12-18 months

MEDIUM TERM Domain Strengthening• Content hubs• Media placements• Tactical link building (i.e. press release seeding)• Social media link building/ activation

Baseline Activity• Recommendations implementation• Link building strategy• Content performance monitoring• Ongoing Content optimisation• Ongoing link building activity• Article Creation & Distribution

5-12 months

L I N K B U I L D I N G

OuR appROacH tO LInk dEVELOpmEnt

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mEdIa pLacEmEnt ExampLES

cOntEnt cREatIOn dIStRIbutIOn

Maintaining a natural link profileArticles are created and distributed/syndicated to provide steady growth natural link distributionTypical no. of links from integrated Article / Media Placement / SEO PR link development across 2 months:

Number of links generated

125Article Submission Links

135Press Releases Links

15Advertorial Links

WORkIng tOgEtHERJELLYFISH SEO &

pLannIng and SYnERgY

cOntEnt SYnERgY

• Identify top performing PPC ad copy

• Map ad copy to candidate pages; agree and document in OPR spreadsheet as updated meta descriptions

• Review landing / campaign pages – deliver SEO optimisation (to enhance QS, overall visibility)

• Review landing / campaign pages – supply linking recommendations for joined / orphaned pages

bId / SEaRcH SYnERgY

• Natural search ranking report – client website

• Supply ranking snapshot for up to 20 keywords

• Focus on Google UK (Other engines applicable; will extend scope if required)

• Target keywords on page 1; above and below fold

• Identify keywords for analysis

• Analysis will identify options for: • No bid – client already visible from SEO

• Altered bid – review performance if target

PPC positions above / below current SEO rank

• Shelf bid – target PPC position level with

current SEO rank

• Deliver executive summary and raw data report

tEcHnOLOgY

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 tolog 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.

dYnamIc managEmEntpORtFOLIOS

nOn-cOnVERtIngkEYWORdS

cOnVERtIngkEYWORdS

nOn-cOnVERtIngkEYWORdS

cOnVERtIngkEYWORdS

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.

REpORtIng

ppc REpORtIng Reporting Frequency

Stats Collation and Exception Checking DailyCampaign Performance Metrics Report Daily EmailCampaign Event Report WeeklyTest Activity Report Adhoc Report Compiled MonthlyShort, Mid & Long Term Strategy Review Compiled QuarterlyWebsite Performance Report If Required Automated From GA/Omniture and

Reported MonthlyDigital Marketing Industry Updates FortnightlyClient Industry Updates If Required Reported MonthlyCampaign Performance & Strategy Meeting Twice Weekly Phone Call Monthly Face to Face (or call) Quarterly Face to Face (or call)Budget reporting Weekly/MonthlyMonthly Forecasting MonthlyLive 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

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

How much is this advertiser spending each month?

How much traffic does this advertiser receive?

What other keywords does this advertiser also use?

How often does this Ad display on this keyword?

What other Ads is this advertiser using on this keyword?

Is this the best performing Ad for this keyword?

How many keywords is this advertiser competing with me on?

knOWLEdgE IS pOWER…

maRkEt InSIgHt – SHaRE OF VOIcE

maRkEt InSIgHt – SHaRE OF SpEnd

maRkEt InSIgHt – kEYWORd InSIgHtS

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

cOmmERcIaLmOdEL

pERFORmancE managEmEntFEE 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 organisationrequires 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.

pERFORmancE managEmEntFEE mOdEL

JELLYFISHInnOVatIOn

JELLYFISH aRE tHOugHt LEadERS In SEaRcH

InVItatIOnS tO gOOgLE bEtaS

SEaRcH VIdEO ad ExtEnSIOnS

Use video content to increase CTR across search and build brand recognition.

2. Yahoo Video Ad Extensions1. Google Video Ad Extensions

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.

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.

gOOgLE dISpLaY nEtWORk (gdn) VIdEO adS

1. Static Image Overlay

2. Click-to-Play Video Ad

3. In-Stream Video Ad

tREndS FOR 2011

• Evolution of natural search results post-panda continues to challenge brand visibility.

• Jellyfish clients are already reaping

tangible benefits from our focus on mobile campaigns and delivering device specific data and insights.

• Bing will play a significant role in mobile

search as its integration with Blackberry OS and Windows Phone plays out; Nokia’s commitment to Windows Phone is also highly relevant.

• Because major players such as Facebook are keen to monetize the social web and social graph, paid attention will become the primary route to non-transactional engagement.

• Paid attention via Facebook, Linkedin,

Twitter will provide Jellyfish clients with a rapid, agile and accountable route into ‘softer’ KPIs.

tHE OpEn gRapH...and SOcIaL SEaRcH

Thank YouCraig Lister Client Services Director+44 [0]20 8133 [email protected]