Whether you’re drawing up your first PPC campaign or working to enhance an existing one, keyword research is controlled from the most in-depth levels. We aren’t just talking about match type, bidding, and negative keywords but an entirely meticulous audit of the applicable engine metrics of all your active keywords too.
Why is keyword research so key?
Poorly-selected keyword sets can cripple a campaign before it’s out the gates; providing too little scope for a target market, or even over-coverage for a broad target market, where the competitive advantage lies in a very specific subset of the market as a whole. In both scenarios, optimal metric combinations and desired results will remain impossible to come by.
The burden of non-converters
Today’s paid ad industry is highly competitive and non-converting keywords hike up the price of your CPA. TMI uses insights gleaned from the industry’s most effective and efficient research tools, which have been refined through years of expert experience.
The power of relevance
Google values relevancy most; relevancy starts with carefully-selected keywords and ends in conversions. Our years of PPC campaign management in almost all facets of online commerce and brand building drives the success of our keyword selection.
TMI was established in 2008 by Grant Macfarlane who holds the achievement of being the first staff member for Google UK’s AdWords in 2002. From the beginning, Grant has brought his experience from Google and ingrained it throughout TMI’s campaign planning and management success.
We know that digital marketing isn’t everyone’s cup of tea. Not all professionals will willingly sign up to get an in-depth daily review of their work. TMI hires teams that know clients are seeing the same dashboards as we do. We assume that our clients are experienced in PPC campaigns and are bringing us in to show them opportunities to improve their accounts that they, or previous agencies, haven’t envisioned and implemented.
How we play it
We allow our clients unequivocal access to us through Skype, Slack, emails and a whole range of advanced communication portals. Their questions, queries, and feedback ensure that we are constantly evolving their campaigns in a way that doesn’t just succeed, but which also involves their input. Our need to continually grow and update our domain expertise means that clients get more than a service they have paid for, but a symbiotic mentoring process which empowers us both.
We are ardently collaborative with our clients in both the overarching strategy and their day-to-day, weekly, monthly and quarterly deliverables. We work for clients, by working with them.
Big data went from the darling word of the evolving internet age to an over-used catchphrase, which had such varied uses that its meaning essentially became lost. By ‘Big Data’, we are referring to the sets of data that have been handed over to machine learning from human analysts.
Machine learning software has taken on the bulk of data to properly distinguish patterns in the information that human analysts are unable to effectively manage. Machine learning uses a form of artificial intelligence that applies analytical methodology repeatedly, and in doing so, learns from its mistakes and continuously improves.
Bringing the human element into machine learning
Machines are good at doing the heavy lifting, however, a pilot wouldn’t step into the cockpit without years of training and experience. They wouldn’t let the plane fly itself. A similar rationale applies to PPC. We introduced machine learning to campaign management as soon as it became advanced in the market. However, the introduction of technology was anticipated and enhanced by our expert team that has been applying and refining the techniques that are now supervised by highly advanced software, 24 hours a day.
Using tech for campaign management
The human element and emotional intelligence will always be a component of any technology that we use. Our PPC pilots know that machines are still fallible to error in ad auctions and they’re on-hand to assume control within seconds when needed. Our two-fold approach ensures we receive clean, even information to mine the massive datasets in our industry.
A/B testing (or split testing) is a scientific method that is at the heart of every successful campaign. Its roots are in separating fact from fiction and opinions, through a highly advanced scientific and tech-based testing method. A/B testing is obligatory for any PPC ad agency to test variations in clients’ digital marketing campaigns.
The simple stuff
It’s relatively simple for campaign managers to set up A/B tests in all the search engine advertising and trafficking platforms. It’s similarly easy to generate reports from these tests too. However, TMI believes that A/B test data must not just include the results such as CPA’s and click-through-rates that are easy to garner but must be dug into on a far greater level.
What we do
A more crucial aspect of A/B testing is examining the results to determine whether any disparities in results are random or if they are statistically important variations. A/B testing is only useful if it can be used to determine the underlying reasons behind the different outcomes in the engine metrics of specific importance to clients. Understanding the significance of statistical data is how PPC becomes scientific and how factual knowledge replaces speculation for our campaign managers at TMI.