Search Engine Marketing (SEM)
“As the SEM world is ever-changing and evolving, it is imperative to stay up to date with the industry and the tools available to work within it. At (un)Common Logic, we are continually going through trainings in order to stay ahead of these industry changes, learn new platforms and tools and grow our skills as leaders in this industry.”
Christina Poulin, SEM Analyst
Display Advertising Services
Display, remarketing, and other platform-driven advertising requires the highest possible attention to detail to manage spend and mitigate risk. Our (un)Common daily account monitoring and high-touch management keep risks and spend in check while delivering the high reach this category is known for.
The (un)Common Approach
Automated bidding tools and a standard best-practices-based approach can usually get some positive results from paid media campaigns. But if you’ve experienced that sort of paid media management, you’ve probably also experienced a plateau in results, as business and search markets change in ways a tool can’t anticipate and best practices can quickly become outdated. (un)Common paid media services involve lots of human intelligence, expertise, insight, and responsiveness, to keep improving paid media performance year over year.
( frequently asked questions )
At (un)Common Logic, we treat our clients’ paid media investment as if it’s our own money, managing it with meticulous care. We practice high-touch customer service and complete transparency and authenticity in our communications, responding quickly, directly, and honestly to client questions and concerns.
Many agencies depend on automation to help their own profitability, often to the detriment of the client’s profitability, as large amounts of spend can be wasted when the basics get overlooked. We’re not just willing but eager to do the detailed work of in-depth analysis, granular bid management, and consistent reporting. Through our dedication to these activities, we’ve been able to reallocate thousands of client dollars away from useless, non-converting traffic to traffic that actually returns on their investment.
We work with technology strategically, using it to help our clients’ bottom line more than our own. We have found that pairing human expertise from our highly trained team with the right level of automation drives (un)Common performance that delights our clients.
Bid management tools can be great, when they’re used strategically. Unfortunately, through conducting hundreds of PPC audits, we’ve noticed that often, bid tools are used by default rather than carefully deployed. For example, does a small paid search account even generate enough data to “teach” a tool’s AI accurately? Or does the tool merely help the agency because it allows their practitioners to take on more clients?
At (un)Common Logic, we encourage and train our practitioners to be great “drivers” of automation tools. Our team members understand the technology so they know how to leverage it to drive the right performance for the client. Ideally, if done right, automation can help both the agency and the client because it helps the team use their time more efficiently and effectively, so they can do more strategic work for the account that generates game-changing insights.
As a boutique agency, we have the (un)Common opportunity to build high-touch relationships with our clients. When assigning accounts, we evaluate many variables, such as account complexity and size, engagement scope, activities involved, and how well an account manager’s personality would likely fit with our client contact. This comprehensive perspective lets us ensure that our clients get all they need from their relationship with the account management team.
This method of account assignment means that account managers may have anywhere from 8 small accounts to 1 major account, so that client has their own exclusive (un)Common account manager. We also conduct regular account reviews to ensure that as accounts get bigger, they don’t outgrow their team’s bandwidth.
Yes! While most of our clients aren’t new to paid search advertising, we’ve had the opportunity to launch new PPC efforts over the years. Because paid media can be daunting to clients who are new to it, we designed a reliable method of projecting that leverages Monte Carlo simulation modeling.
This method allow us to project performance based on scenario ranges run through thousands of iterations. The resulting averages become the projections we work against as we set goals and design a launch plan. These projections have proven so effective at helping clients comfortably launch paid search that projection modeling has become its own offering, so clients can get a clear view of what to expect.