By Grant Macfarlane
The de facto Oscars of Search Awards are the UK Search Awards. TMI made a concerted effort to marshall our content and design talent to enter categories that we feel most aptly reflected our internal commitment to excellence and innovation in Paid Media. Thus it is with considerable delight that we announce a nomination rate of 60% with the following three finalist slots: Best Large PPC Agency, Best Use of Search – Gaming (The Media Image & Grosvenor – Knockout Results For A Rising Sportsbook Contender) and Best Local Campaign (TMI & UNCLE.co.uk – Capitalizing on Generics in a Market with Low Brand Competition). The first of these nominations is an especially significant one as it encompasses the rapid new business growth and consistent best practice adherence at TMI in the year to September 2019.
TMI’s Managing Partner Alistair Albers commented “These nominations are a source of substantive and very welcome validation for TMI. Although not the sine qua non of our day to day operations, they underscore how honored we are to work in this very dynamic sector of the economy, with such performance-symbiotic clients and, perhaps most notably, to collaborate every day with such immensely talented and committed TMI’ers.”
We would like to take this opportunity to congratulate the iGaming team for their nomination. We are proud to be listed amongst venerable co-nominees such as iProspect in this category. Grosvenor Casinos is the client associated with this is nomination. They are the UK’s largest land-based Casino operator and in recent years have expanded their operations in the world of online sports betting. Their new Sportsbook is slick and stylish, with an array of different markets to choose from. As the agency responsible for managing their PPC activity, we were tasked with driving acquisition to help build this recently revamped Sportsbook and we chose the much-anticipated Fury vs Wilder fight to put Grosvenor firmly on the iGaming map. The campaign broke the previous Grosvenor record for the number of First Time Deposits in a day by almost 150% which is a self-annotating tribute to the team’s expertise.
The third nomination for Best Local Campaign traced TMI’s thrust to maximize user traffic to Uncle.co.uk’s property pages through generic keywords and deliver bookings for on-site apartment viewings. Historically, bookings were mainly driven by brand whilst volumes through generics were low and expensive, making it hard to scale. From June to July 2019, TMI increased bookings by 244% and decreased CPB (Cost per Booking) by 53%. We built on these significant gains in August by augmenting bookings by another 91% and decreasing CPB by a further 48%.
The 2019 UK Search Awards will be presented at a gala dinner and awards ceremony at The Brewery in London on Tuesday 19 November 2019. The full list of nominations can be viewed here.
Max Brockbank is Head of SEO at The Media Image. He previously served as Global Director SEO at Hilton Worldwide and Senior Client Success Manager at SearchMetrics. As a journalist, Max worked as a reporter and editor with regional and national newspapers including the FT and the Sun, and on global publications such as TIME Magazine.