Keywords are no longer the heart of paid search

Augmenting keyword targeted campaigns with audience data, using dynamic automation and enhanced keyword level tracking are replacing traditional keyword only campaigns.

How many of the keywords in your account appeal to multiple audiences? How many of those audiences are valuable to you? How do you know when someone types a keyword into Google that they are relevant to your products or services? We use remarketing lists for search ads (RLSA) and customer match look-alike audiences as well as in-market or affinity audience targeting to help our clients enter and win the auctions that have a higher propensity to convert. By targeting the right audiences, we’ve seen conversion rates 68% higher than traditional keyword only campaigns.

The benefit of Dynamic Search Ads

Any campaign with lots of products or inventory should be using Dynamic Search Ads (DSA) or even better, feed-based inventory managed campaigns.

We can integrate your inventory feed with our technology and automatically generate highly relevant ads directed to the right landing pages based on the specific phrase someone searches for. This helps cover the long-tail for your entire inventory range and because the long-tail is usually cheaper and converts more, it has a big impact on campaign performance.

We’ve seen DSA campaigns with 26% higher CTRs and 37% lower CPAs compared to similar keyword only campaigns. Read our case study with ForRent.com here on the use of DSA.

Effective ad copy

We develop our ad copy both creatively and systematically. We know that PPC is still advertising, but we also make sure we are always testing, analysing, and refining this element of your user journey.

Strategy and planning are central to our ad copy testing. We recommend a minimum of two and a maximum of four ads, depending on your test requirements and volume of impressions. And we’ve always got a plan for testing our top ad groups.

Copy testing is as much science as it is art, and we know exactly which scientific metrics to look out for. We use a combination of ICVR and CPL or ROAS to measure the success of our ad copy. ICVR is conversions/impressions and takes into account both CTR and CVR. Measuring ICVR helps us achieve the right balance between CTR (and cost) increases versus the impact to CVR.

Bid & budget management

We use a combination of technology and talent to win in PPC auctions. We support our bid strategies with Google’s DoubleClick Search, which allows us to take advantage of the range and flexibility of bid strategies and deep integration with other Google products.

We aim to allocate your budget first towards high priority top performing keywords to maintain maximum impression share. If we achieve commercial KPIs, we provide forecasts of potential opportunity and monitor pacing to allocated budget daily.

Attribution is at the core of our paid search solution. Through Google’s DoubleClick platform we can set up multiple attribution models and optimise to the model that best suits the specifics of your campaign.

Structure & naming convention

When we start working on a new paid search campaign, we often find that it has grown organically over time.

Many different ideas and strategies are put in place at different times and by different people. This can lead to inconsistency, duplication and missed opportunities in the way accounts, campaigns, and ad groups are structured and named.

So we provide a structure and naming convention. This is a regularised format for naming accounts, campaigns and ad groups, no matter how big the client, or how extensive and varied their history in PPC.

The benefits of structure and naming conventions:

The structure should be based on the campaign site taxonomy using existing categories and subcategories.

Other considerations include geographical and language targeting, the purchase cycle requirements, and product ranges.

  • They separate specific terms from generic or brand terms. Each keyword group will perform differently and have different KPIs, and they should be managed accordingly. By separating specific and generic keywords, we can use routing negatives to make sure expensive generic keywords do not hijack specific, often cheaper, consumer journeys.

  • It makes the campaign as targeted as possible by ensuring that each keyword is associated with the most targeted ad copy possible and landing on the most relevant page on the website.

  • It lets us easily analyse and manage campaigns on different distribution channels, for example, search versus display. Different settings and campaign management decisions are required for each distribution channel, and our naming convention helps us separate these out.

  • It helps in reporting as it lets us easily identify and interrogate the campaign based on a methodical naming convention.

Identifying & affecting campaign metrics

Most of our paid search activity is governed by hitting either a CPA or an ROAS target, but unfortunately, there is no way to directly affect those two metrics.

It’s important to understand all the metrics involved in paid search campaigns and their relationship to each other. To help our clients and paid search team visualise the key metrics within paid search we developed the metrics tree.

Through the metrics tree model, we have identified that there are only 4 metrics that you can directly affect. Impressions, CTR, average CPC and conversion rate.

There is then a finite list of levers you can pull which will have an impact on those metrics. To see how each of the levers impacts the different metrics you can use our interactive metrics tree.

PPC planning

There are a million actions that could be taken at any given time on a paid search account. Jellyfish starts by figuring out and focusing on the actions that will actually make a difference to your commercial goals.

Goal setting is such an important function for any marketing activity and forms the basis of our monthly strategy and planning sessions.

Meticulous planning is required to ensure everything we do is focused on achieving our agreed goals and that the time we spend on your account delivers maximum value.

The campaign management activities to achieve growth in conversion volume or market share are very different than those required to deliver maximum efficiency or the highest ROAS. There is no one-size-fits-all approach to PPC, and the plans we put together are unique for each and every client.

Our monthly planning process

Step 1 
We work with the client to define objectives and key results so we know everyone is working toward the same goals.


Step 2
We figure out what tasks and actions, through campaign management and testing, will best help us achieve those goals.

Step 3
We enter all those tasks into Mavenlink and assign activity to PPC managers or PPC operations.


Step 4
We monitor progress against the objectives and planned activity so we can report back to the client or change direction if we need to.

We never rest, we continually review our client accounts, referring back to objectives and ensuring that their investment is working as hard as it possibly can.

We're also able to offer Google AdWords training for your in-house team if you want one of our experts to spend some time getting everybody up-to-speed. If you would like more information, our experts will be happy to help.

Read more about Google AdWords training courses

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