The Jellyfish Unified Marketing Platform (JUMP)
Conceptually understanding the numerous ways in which we can positively affect the performance of a campaign is extremely important; however, the ongoing analysis of the campaign metrics, identification of opportunities and facilitation of changes is just as important, if not more important.
Managing campaigns to a fixed 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.
Like most agencies, we used to use standard analytics tools with automated bid management. However, as our methodologies became more and more sophisticated, it became apparent that there were considerable limitations to using non-contextual analytics tools and automated bid management solutions.
We found that the automated bid management tools were not very intuitive and could not adopt proactive and speculative strategies and therefore suppressed the growth potential of our campaigns. For example, automated bid management tools would not push up the bid for a keyword speculatively, to get it higher up the listings, with the understanding that a higher CTR will eventually bring that price back down due to its enhanced quality score.
We also found automated bids management tools to be too one dimensional. They were incapable of looking at the bigger picture and making 95% of the changes that process-driven campaign management can. As the section on process-driven campaign management clearly indicates, campaign management goes far beyond just adjusting the bid caps of the keywords.
