Finch takes your business goals and keywords as input for your success.

Your business goals

• The cost model that best suits your business — either Cost per Acquisition (CPA) or Cost per Value (CPV). CPV is similar to CPA, but based on a percentage of revenues or profit, not a fixed amount, allowing dynamic value per conversion.
• The maximum amount you are willing to pay per conversion.

Your keywords

Since your keywords are already in your current campaigns, Finch accesses them automatically during the audit.

Finch responsibility

Your keywords are already in your current campaigns; Finch pauses your campaigns and creates new, ultra-granular campaigns with specific exact/broad/phrase keywords. After the audit process, Finch provides you with a summary of your keyword usage showing where you should spend more, less, or the same for your keywords. We also show you if you should disable some keywords. These proposed changes are designed to help you meet your goals.

The amount to pay per keyword is always in flux. Finch updates the new campaigns daily with new bid amounts for each keyword so that you are always competitive.

Additionally, Finch continues to improve the campaigns over time by adding new keywords that have previously resulted in conversions.

Paid Ad Network responsibility

The paid ad network displays your ads throughout their network. When the ads are clicked, then the ad network drives traffic to your landing pages.

The paid ad network is responsible for providing data on costs and conversions. Finch is dependent on this data to make intelligent decisions about future bid amounts. Finch verifies that your tracking information is set up correctly during the audit process.

Client responsibility

With Finch the campaigns and keyword bidding are fully automated. You are now able to focus additional effort on:

• Creating highly effective ads – The ad copy or display ads that are displayed in the Paid Ad Network.
• Creating highly-targeted Landing Pages – The website pages that are targeted toward specific ad groups, increasing conversions.