The Finch Blog: PPC best practices and industry trends

Searching for Love

Ah, love is in the air!

We Finchers love Valentines Day. The chocolates, the romance, the slowly but surely increasing anxiety. "What do I get (insert name here)?" is a question we all ask around this time. Palms grow sweaty, heart rates increase, and as Valentines Day grows closer, so does our sense of impending doom.

But wait! There's that wonderful thing called "Google" to save the day. It can help you out for Valentines Day just like it does for every other search and shopping need. Many people will use Google to find the perfect gift. Some of these people are your potential customers.  Your customers are out there...searching. Help them find you! In the spirit of Valentines Day, think of your customer in terms of their "Romance Lifecycle." People use Google throughout their entire relationships: from first date, to finding the perfect engagement ring. 

Finch optimizes your AdWords to make sure you're always reaching the right consumers, and helping them find what they're searching for. Check out this amazing (and informative) infographic Google made about Valentines Day. I guarantee you'll learn something new, hint: you're really dropping the ball here, men. And as always, we are here for you. Optimize your AdWords, increase your profits. Happy Valentines Day!

The Programmatic Advertising Revolution

By now, you've heard the term “Programmatic Advertising,” but what does it really mean? According to study done by Google the market describes it most frequently as:

Google defines programmatic advertising as:  

“The practice of using technology and audience insights to automatically buy and run an ad campaign in real time to reach the right consumer with the right message in the right context.”

Originally limited to display advertising, programmatic can now be applied to more areas of digital advertising. Finch has built a game-changing technology that applies the same principles to both Search and Shopping advertising.


Why Does Programmatic Matter?



Imagine a potential customer opening their browser and starting to type int he search box. For each character they type, Google starts their auction process for which Ads to show and how to rank them. 

Google is very, very good at matching ads with those doing the search. They achieve this by utilizing all of their data and applying it in real-time. Real-time information gives the visitor the most relevant information and the best search experience. Google has done this programmatically since the beginning of AdWords over 15 years ago, and has increasingly gotten better. Ultimately, programmatically utilizing data drives quality, revenues and experience.

Imagine this scenario to profile the next click you are bidding on:

  • Exact match type of the keyword “hotels in park city utah”
  • This keyword historically produces $324 in profit per conversion
  • The conversion rate is 25%
  • The click comes from a desktop
  • The person doing the search abandoned a cart on your site yesterday

Would this have impact on how much you are willing to pay for that next click?  Of course it will!  Why?  Because the click you are about to bid on has been profiled in real time with all the data variables that builds the click profile. That click profile is compared with past performance metrics for each of the profile components to determine the value it has to you based on your financial objectives and constraints.

Being able to profile the next click you are essentially buying in real-time you can gage relevance, probability and value accurately. This mind-blowing level of accuracy is why Programmatic matters.  Accuracy equals less risk and enables the advertising budget to be firmly focused on clicks that are more relevant and profitable for you. 

When the potential customer starts typing into the Google search box and Google starts running the auction among the advertisers to decide which ad to put on top (80% of the clicks comes from the top 3 ads), most advertisers have set their bid a long time ago based on fixed, static, averages–the CPA model. The problem with the CPA model is that competitors are not static.  They change ad copy, bids, ad extensions, pricing, etc. and if your campaign is static it will get off track quickly.


Setting the bid real-time is game-changing! This is the biggest opportunity for progressive and savvy advertisers since AdWords first came about fifteen years ago.


Does it really work?

Need more proof? Here are a few case studies from our customers.

International seller of kitchen products: 84% increase in sales from auto created keywords (cost of revenues kept equal).



Large US Seller of Recreation Products: 48% increase in sales from Google Shopping (margin kept equal); isolating each PLA and building real time profiles for each click purchased.

Large US Seller of Jewelry: 44% increase in sales from Google Search campaign; isolating each search click purchased by match type, revenue/cost history, device searched from and audience profiling.

Global SaaS Company: 241% increase in lead volume from Google Search campaign; integrating with CRM system to enhance lead quality and isolating each click purchased by match type, cost per lead history, lead conversion rate history and audience profiling.  (Bonus: cost per lead was reduced by 41%). 


What Else Can Programmatic Advertising Do?

In addition to maximizing competitive advantage, there is an endless list of other advantages that can be created from Programmatically managing an advertising account, including:

The future is here and it’s programmatic advertising.  

It's not a matter of IF you will be buying clicks programmatically, it's a matter of WHEN.


How Do I Get Programmatic?

Programmatic Advertising will change the advertising industry with accelerating speed.  Data models, attribution models, data quality and real-time data flow will allow those who utilize it to win. And win big.  Finch has a staff of 35 certified Google professionals who are fully immersed in what programmatic advertising is capable of producing for you.

Learn more about the Programmatic Revolution. Get Finched!








Salt Lake City, UT – Jan 11, 2016


The technology scene in Utah is growing at rapid speed. Many companies are going through hyper growth. Finch was the 4th fastest growing company in Utah in 2013 (Source: Inc 500). Salt Lake City is vibrant and rapidly attracting tech companies like Finch, LLC, a Search Engine Marketing (SEM) company, who recently moved its international Headquarters to the new offices just off of Wilmington Avenue and 1300 East in Sugarhouse

“It’s amazing to be a part of the new growth in Sugarhouse. It’s invigorating our team and giving new excitement for growing our business,” says Finch CEO and Co-Founder Bjorn Espenes, “It just feels good to be here. It’s a perfect match.” 

To kick off the move, Finch is hosting Google for the first Google Partner Digital Breakfast of the new year. “It will be an amazing event, different from those that have been held before,” says Dan Kimball, VP of Sales. “First, it’s locals only. We really want to get integrated into the Utah business scene. Second, we have top of the line content to provide to those attending from both Google experts and Finch’s CEO. Third, we’re providing catering and valet parking for attendees. We’re expecting a great turnout from our clients, partners and future clients in the greater Salt Lake area.” 

February 19th marks another event for Finch, their celebratory open house. This event will include personal friends, business contacts, clients and partners who have had a part of building Finch. Bjorn says, “We’re very happy to be a part of the growing tech boom in Salt Lake with an experienced team that is building a global company from our Sugarhouse HQ.”

If you have inquiries about either the Digital Breakfast or the Open House, please contact Kim Pratt at This e-mail address is being protected from spambots. You need JavaScript enabled to view it. or call 855-275-7772.  

About Finch

Finch is headquartered in Salt Lake City, Utah; U.S.A. Finch is a global company with offices in the U.S., Europe, Australia and Asia. Finch manages AdWords programs to create optimal business growth for their clients using their proprietary programmatic advertising platform. Finch is a certified Google Partner and has 35 Google Certified Professionals on their team. Learn more about Finch at or through our official blog at


The AdWords holiday performance paradox

Black Friday through Christmas are the top revenue and profit days for most retail companies. Imagine the hard work a business goes through to prepare for this season:

  • Products ordered and paid for months ahead of time
  • Shelves stocked, displays and decorations set
  • Salespeople trained, ready, and on the showroom floor

Now, try to imagine that this same business closed it’s doors daily at 1:30 in the afternoon with customers standing in line waiting to take out their wallets. What?!? It’s beyond comprehension! The results would be devastating to holiday sales.

This is exactly what online retailers are doing with their AdWords sales. You have the products in the warehouse, you have the staff trained and prepared, you have done all the work for your marketing and advertising programs to get the most out of the 2015 holiday season. Are you going to close the door at 1:30 pm every afternoon?

On average, Google AdWords delivers 25-40% of a online retail company’s revenues; you have it configured, setup and tuned so that you can generate as much sales as you can inside your cost constraints. The holiday season starts to ramp and you are seeing the payback from the hard work.

Then Cyber Monday came and by 1:30 pm your daily budget was maxed out. Your ads stopped showing. Your store closed for business on Google during the busiest time of the year! To make it worse, your competitors were still showing their ads and captured all the traffic and the revenue that came from it. Don’t let this happen through the rest of the holiday season!

From the time you give Google $1 for a click until you receive funds from your payment processor in your account from the corresponding sale, it takes 2 days in average. You turn your ad budget into cash from the profit in 2 days. Why on earth would any business owner chose to do limit their budget?

Here are the reasons:

1. We have a fixed AdWords budget; OK, but if you knew that for each additional $20 you give to Google you receive $100 back in profitable revenues… would that change your mind? If the owner of your company or the person approving the budget knew this they would instantly increase the budget so that the company could increase sales, increase profit and increase market share. Please show this blog post with that person.

This captures 95% of clients running out of budgets.

2. All the other reasons not relevant to leaving profitable revenues on the table.

It is our job to maximize revenues and profits for our clients on AdWords and it just kills us to see clients who are growth and performance focused practically lock their front door and shut off the cash register when there is a huge line of customers ready to buy. Act on it before the season is over!

5 Things you Must Know for Magento Stores and Programmatic Advertising

Almost every Magento store is using Google AdWords Search and Shopping as a channel to generate revenues. For many, this is their largest channel and represents a dominant part of their advertising budget. AdWords may be the largest sales channel on the planet and it is instant; buy a click right now and potentially get a sale. Changes made by Google over the past years represent massive opportunities for Magento store owners - yet hardly anyone takes advantage of this opportunity!

Let’s take a step back; what is it that every Magento store owner wants?  Sales, more Sales, and lots more Sales!  I have not yet spoken with a Magento store owner that does not want more sales.

What stops them from generating more sales?  A lot of different things:

  1. Market reach: do they have the relevant keyword coverage to capture what their customers are searching for?  The average Magento store owner we start working with has less than 30% of the keywords that can be pulled from their product catalog.  As a Magento store owner you can benefit from a Magento Connector customized for Google AdWords to gain 100% coverage. In the upcoming webinar Finch will show how this is done, including keyword generation, ad copy management, dynamically managing a changing product catalog, and optimizing AdWords bids for these keywords.

  1. Cost management: The biggest blocker for growth in an AdWords account is the wasted spend.  In the upcoming webinar we will cover in detail how to detect the waste and how to re-apply it where you are making a profit.  Managing waste  is even more critical while trying to increase the market reach.

  1. Profit: The benefit of a Magento store is that there is a standardized way of doing a lot of the processes that are complex and hard to do.  The Holy Grail of online advertising is to “Know the profit from the next click, before you buy it”.  This is possible and Finch will cover how to do this in the upcoming webinar.  Not only is optimizing for profit good for your financial performance, but it is the ultimate competitive advantage in each click auction you enter with Google.

  1. Quality Score:  Quality Score is 70% of Google’s Ad Rank (which determines the position your ad is shown and cost). Quality Score matters more than anything else.  Learn how the combination of keyword expansion, profit optimization and Magento-specific AdWords setup can drive massive improvements in your Quality Score.

  1. Mobile: At Finch mobile revenues for our clients are up 56% in 2015, at the same cost as Desktop revenues.  Capturing the mobile performance data in a granular structure enables programmatic execution the bid modifiers for mobile… for each keyword, match type, user profile, etc.  

Programmatic advertising is going to change the advertising landscape rapidly over the next few years, as a Magento store owner you are in a unique position to take advantage of this early. Join us for the upcoming webinar to learn how and why!

There is still plenty of time before the upcoming holiday season to act and take full advantage of what this can do for your competitiveness and financial performance.

5 Questions to Ask an Agency

Hiring a PPC Agency?  Renewing that contract you have had for the past year? Know the answers to these questions before signing on the dotted line.

It is the time of year where your contracts are coming to the end and you are looking to see if the there is a better option than what you have.  Do not be the company that just goes through the routine of extending that contract and hoping you are getting what you should out of your AdWords campaign.  If you know the answers to these following questions from your PPC Agency, then you should know if you are getting optimal performance from your campaigns.

  • Is there a long term contract? If you are in a contract, who does that benefit?  A contract is in place to benefit the Agency.  The performance should speak for the work that is being done in the campaign.  If it is below what you expected, you should always have the option to leave at anytime.  You can’t afford to keep losing money to a bad performing campaign because of a contract.

  • What other services do you provide?  You hire an agency to do your Google AdWords campaign.  You invest a big part of your marketing budget into the campaign.  Why would you want a company that would have focus on something else besides your campaign?  You need 100% focus on your Google AdWords campaign in bringing in revenue for you company.  Don’t let an agency tell you the performance of other services and skim over the performance of your AdWords campaign.

  • What is your strategy for my campaigns? There shouldn’t be an agency that doesn’t have a roadmap in place and metrics to show you the performance of your campaigns.  Unfortunately, there are many companies that will be very generic on their approach and give you best practices.  Your roadmap should be detailed in what to expect in the strategy of your campaign growth.  Ask for details of what is taking place and hold them responsible for the performance of your campaign.

  • How do you measure success?  Are you in business to make money?  You make money from selling products for more than they cost you (this includes fees to Google and agency).  Your agency has to know these and the measure against this.  It is easy to see if your campaigns are making money for your business.  If this isn’t the measure of success to a campaign, you should quickly find another agency.

  • Why? You need to be like the 3-year old kid that will always keep asking “Why”.  Why do they manage the campaign the way they do?  The answer should always have a focus on your revenue and results, which will generate more profit for your business.  

Here at Finch, we are looking at companies AdWords campaigns that have very little work being done to make it profitable for the company.  Finch does a deep analysis that will walk through specific items in your AdWords campaigns that will improve your campaign.  Reach out to Finch and see how they answer these must ask questions to any agency.

Finch and Programmatic Advertising Boosting Google Shopping Campaigns

Programmatic Advertising is a up and coming buzzword for online marketeers.  Originally it was used as a way to describe buying and selling blocks of display advertising, it has now changed and is increasingly gaining momentum in the marketing community.  Programmatic advertising today is used to describe the process where clicks are purchased based on detailed knowledge about the specific click (keyword, match type, cost/revenue/profit history, mobile vs desktop, new visitor vs repeat visitor history, etc.).  If done right, you know the cost of revenues or profit for the next click you are about to buy, before you buy it.  

What does this have to do with Google Shopping?

I will use an example of a merchant with 5,000 products in their catalog.  Each of these has different selling prices ($10 - $2,500) and a range of margins (3% - 70%).  Would you pay the same for a click to a product that sells for $10 with a 3% margin as you would for a product you sell for $2,500 that has a 70% margin?  Ok, it is an extreme example but it makes the point clearly.  

Calibrating how much you pay for each click should match the price of the product, the margin of the product, the total amount the specific PLA brings to the shopping cart checkout, etc.  That Max CPC then needs to be adjusted with bid modifiers (Mobile, repeat visitor/remarketing, etc).

The example I used above with a merchant having 5,000 products in their catalog wants two things from their campaign: (1) grow revenues as much and fast as possible, and (2) ensure that the cost is controlled very tightly for the growth.  The amount of products and the number of variables that needs to be kept under control makes it impossible to do this manually.

The options the merchant has is to use an agency to manage this for them or use an internal team that has access to automation tools.  Both these approaches requires a lot of coordination or a wide range of tasks; campaign structure, bid adjustments, product group exclusions, setting Max CPC for new products, updating Max CPC to reflect changes in performance and competitive metrics, updating to adjust for mobile performance, updating to adjust for visitor history (i.e. repeat visitor with abandoned cart history) conversion rate impact, and so on.  A programmatic approach to the above keeps adjusting all these variables and keeps track of how each of these changes impacts the other variables.

In our upcoming webinar with Google Shopping next week we will cover in great detail how this approach can help your business and how it has helped others.  We will offer case studies and show why Programmatic Advertising is such a big deal for advertisers.  

Programmatic Advertising is a way to drive quality, accuracy and predictability for your account (think knowing the profit of the next PLA click before you buy it), it is not a matter of IF but WHEN you will utilize Programmatic Advertising for your business.

Enable Revenue Growth Through Keyword Expansion

Bjorn Espenes, CEO of Finch, recently did a joint webinar with SEMRush explaining how expanding your keyword bank can enable growth revenue if done the right way.  He talked about how many companies will experience growth stagnation in active keyword expansion of their AdWords account.  Here are 2 major challenges he addressed in expanding your keyword bank.

  1. Determining which keywords to add (Time)
  2. Determining how much to pay per click for a new keywords (Money)

Managing the growth of your keyword bank can be time consuming to research new keywords, add them to a campaign, and track performance. Trying to determine how much to bid on each new keyword will not only be time consuming as well, but will also increase the risk on money your company will spend on AdWords.  At Finch, we have developed a tight way to handle this in an almost automated fashion by following these steps:

  1. Dynamic Search Term Insertion - Every time your ad shows in Google, it was triggered by a search phrase (you can find this in the keyword details report).  If an ad was triggered and resulted in a transaction, the search phrase should be added as a new keyword.  This will ensure that your keyword bank is expanding based on what your customers are searching and buying.
  2. Product Offering/Catalog - For eCommerce companies the product catalog is and easy place to start including new keywords.  It should have not only the title for the keywords, but any field on the product details page that prospective customers may search for.  Ideally, it should be set up as a dynamic XML feed to keep the campaigns updated with what products are new, price changed, or paused/discontinued.  For companies that are offering services, they should be looking at their offering/service description to identify what prospective customers are searching for to find them.
  3. Competitive Gap Analysis - This is where you identify the keywords your competitors are buying clicks from that are not in your keyword bank and adding those to your keyword bank.  This can increase the exposure you get with you campaign, but would be the final option after implementing Dynamic Search Term Insertion and syncing your product catalog.

It is a difficult task to try and increase your keyword bank while growing your revenues/profit and managing your cost and risk.  Finch can evaluate your AdWords campaign and do what every company wants with their keyword bank -- expand the keyword bank while growing revenues and decreasing costs for your company.


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