During the first few days after the campaign goes live, Finch closely monitors the performance and makes adjustments to optimize cost first, and then we focus on optimizing volume. The main objective during the first week is to isolate performance from each of the variables (i.e. match types) that impact conversions and make adjustments in order to arrive at the cost target. It may take days to find the point of cost/volume that is ideal for your campaigns, because we are learning how your competitors respond to changes you make, and we keep tuning to find your perfect spot among your competitors where you get a combination of better volume for less cost. Some clients initially experience slightly lower conversions during the optimization period; this is expected as the system learns and adapts.

Finch closely analyzes factors such as lag conversions, conversion delays that occur when accounts are integrated with Google Analytics, seasonal and day of week differences, and volume elasticity (higher bids but lower costs) when making these adjustments to ensure the highest possible accuracy.

The results shown above illustrate the optimization period. Following the launch with Finch (the yellow vertical line) there were several budget increases and other improvements made to meet the target. At some point (the bottom of the curve) the pendulum swung, and the Cost and Cost per conversion became too high. Finch made more adjustments until the conversions stayed high and the Cost and Cost per Conversion dropped to where they should be.

The optimization period can last from 1 to 8 weeks. During this time period, Finch does the following:

• Collects data on new match types
• Reviews campaigns frequently and make required adjustments
• Makes target adjustments until the cost targets are achieved with increased volume. Volume = Value/Day for CPV and Conversions/Day for CPA
• Analyzes seasonal trends which may affect performance
• If applicable for your account, switch to CPV when there are enough conversions with value