Jellyfish - The leading agency dedicated to Search

Infinity™ is the UK’s only Call Tracking service to support an infinite number of search keywords. Infinity™ is the UK’s only Call Tracking service to support an infinite number of search keywords.

Call Tracking

Spend on PPC is currently on the rise as is the cost of most keywords. Therefore, as Jellyfish run a number of high-volume, complex campaigns, we need a cost effective way to measure performance, online and offline. A major challenge is that when leads come though as phone calls, it can be difficult to link them to the keywords that generated them, thus making it difficult to ‘close the loop’.

To help resolve this, Jellyfish has integrated Infinity Tracking, a new tracking solution on the market, into its search platform. This unique call tracking technology allows you to track an unlimited number of keywords and visitors to a site. This can significantly benefit a search campaign by rewarding all the keywords that actually generate calls, therefore creating efficiencies through granular level keyword management.

All the information tracked is delivered via an easy to use portal for our Jellyfish clients.

Case Study

James Hunter-Paterson, Managing Director of ActiveOffice, a leading UK hosted exchange provider, talks to us about how Jellyfish has increased his paid search campaigns performance by 30% in just three months by integrating Infinity Tracking.

Q: What challenges has your business faced online in the last year?
A: Two main challenges:

The first challenge has been that over the last year we have seen our sector become more and more competitive and so the cost per click of some of our most important keywords has doubled.

The second challenge is that 70% of our leads come through phone calls and we couldn’t link them back to the keywords that generated them. We have had to manage our keywords based on the 30% leads that came in through our enquiry form on the site; which wasn’t ideal, especially as we could see that the bigger leads would come through the phone and wanted to know if these were generated by the same keywords or different ones.

Q: How did you get involved with call tracking?
A: Jellyfish have been running our PPC campaign for a couple of years and have been doing a great job in generating leads for us. Over this time they have become a trusted partner and so when they said that they had a solution to the problem we jumped at the chance.

Q: So was integrating a call tracking system the answer?
A: We have been really impressed at how call tracking technology has given us the visibility of leads and what keywords generated them. It even shows us what page on the site induced the phone call. This data surprised us a bit as the keywords that generated the bigger phone leads didn’t do as well on the enquiry form so we had underestimated their importance.

Q: Apart from more data, how has call tracking benefitted ActiveOffice?
A: Now we can be 100% sure what keywords have generated our phone leads, we have been able to bid higher for these specific keywords. This has increased our lead volume by 30% over the last three months.

Q: Have you just spent more to achieve this 30% increase in lead volume?
A: No, with the budget we saved on reducing spend on keywords that weren’t performing as well as we thought, we reallocated to the better performing ones. So in effect we are just being a lot more efficient with our search budget now we have this more granular level tracking in place.

Q: That’s a great result, why didn’t you look at call tracking before as it’s been around for a while?
A: We did look into call tracking a year or so ago but found that all the systems available were limited to the amount of keywords you can track, because they work by mapping one phone number to one keyword or Ad group; all the companies we spoke to said it wasn’t cost effective to have more than 100 or so phone numbers. So this didn’t solve our problem, with the landscape being so expensive we wanted to track all our 10,000 keywords not just a select few.

Q: How does the system distinguish between nuisance calls and real leads?
A: This is always a problem for any business and even more so if you track each call, but luckily Infinity Tracking deals with this. We have it set to only track calls over 1 minute; this allows us to get rid of the people selling to us or even redirect an existing client ringing the wrong number for support. This has resulted in a 100% lead source accuracy for PPC leads into our CRM, which is helping me get a better understanding of our search spend and lifetime value of these leads.