• Search
• Display (text, pictures, and video)

Not at this time. Finch has chosen to focus our efforts on being the best in the channel that matters the most: Google. Google touches over 80% of people in the buying process, and we focus on helping you compete more effectively with your AdWords budget.

Unless you have unlimited funds to spend on online advertising, you are better off allocating it to AdWords if you want a higher ROI. Read an article about how Google’s performance is more effective than advertising on Facebook.

• Cost as a % of revenue, including varying levels by category, brands, keywords, etc.
• Cost per conversion, including multiple Actions.
• Profit margin, including varying levels by category, brands, keywords, etc.
• Other quantifiable objectives that can be captured through Google Conversion Tracking.

If your original campaigns were set up for mobile devices, Finch will launch mobile campaigns that correspond to your original mobile campaigns.

If your original campaigns were set up as various campaign types including mobile devices, Finch will launch the optimized campaigns similar to your original setup.

If you are not already specifically targeting mobile, then we don't recommend doing so initially unless there is a significant number of conversions/high volume happening in your campaign. In other words, if you cannot get to 50 conversions in a month on mobile, separating it out will only give us a weaker data set to optimize.

Remember that Finch requires a minimum of 50 conversions to optimize a campaign, and you need to reach a minimum monthly ad spend of $5000 for all types of campaigns combined.

You can read more about mobile campaigns and the different types of campaigns that are available on Google AdWords.

Yes, as long as Finch can record the action (click) and can have a quantitative value.

It is a matter of how many actions are tracked, and if they have a different value to you.  Finch will make sure that we capture exactly what your objective is, map it to a measured and quantified action, and maximize for volume.

Finch takes over all placements found at a URL level.  This allows us to have fine grained control over every placement receiving clicks.  If a URL gets a lot of clicks without conversions, Finch automatically lowers the Max CPC for this URL until the traffic achieves your cost target.  We recommend that you do not use negative placements for your Display campaigns, because they will interfere with this process.

First of all, remember that a keyword is a word or a set of words that you create to target a certain ad.

Search results on broad match keywords work like this: Your ad might show up when a user’s search term includes relevant variations of your keyword. For example, their search term might include one OR more of the words in your keyword, in any order, or it might be a synonym or a variant of your keyword.

When you include the broad match modifier, you make the broad keyword matches more specific. By adding a plus sign (+) to the front of a word (within your keyword), that word must match exactly in the search. The other words (that are a part of that same keyword) with no plus sign (+) can still match a variant of that word.

When Finch optimizes your campaigns and you are using keywords with broad match modifiers, we preserve them. We launch the keyword the same way as a broad match modified keyword. We go further and create additional keywords from that broad match keyword. We remove the plus sign (+) and we do a broad match, a phrase match, and an exact match. In other words, we create additional match types even if you were not previously using them thus enhancing your campaigns.

Read about keyword matching options on Google AdWords.

Research shows that you are at least 3.3 times more likely to get a click if you have both organic and paid search results on a page (position 5 or better for both). Keywords that rank high organically are rewarded with a high quality score from Google, and that means you will pay less for the click on the paid keyword and it will get a higher ranking. The important thing is that you get the click instead of your competitor, not whether you pay for the click.

Value is a dynamic variable in the Google Conversion Tracking code that enables you to track the revenue generated through a shopping cart and tie that variable amount to keywords.

Consider the following example:

A merchant sells products with prices ranging from $10 to $20,000 and is currently using a $10 cost per acquisition (CPA) target.

In reality, this means that the merchant is willing to pay the same in advertising for a $10 sale as for a $10,000 sale.
This means two things:
- Sales of $10 products are not profitable
- Increased likelihood of no sales of the $10,000 product, because the bids will not be high enough to get impressions leading to a $10,000 sale

A different merchant also sells products with prices ranging from $10 to $20,000 and is paying 10% of sales for each conversion. This merchant’s ad spend is based on the value of the conversion, or cost per value (CPV), not a set target like the first merchant.

Since this merchant is spending 10% of each sale on ad spend, and assuming they have the same conversion rate as the first merchant, the second merchant has the following benefits:
- They are only paying up to $1 per conversion for $10 products (and are profitable)
- They are willing to pay up to $1000 per conversion for the $10,000 products (excellent chance of getting impressions and clicks)

Switching from cost per acquisition (CPA) to cost per value (CPV) (cost of revenue) usually makes a campaign more profitable (reduced CPCs) and rapidly grows revenue (increased ROI).

Finch takes cost per value into consideration and determines how much to pay per click for keywords driving both $10 and $10,000 sales.

No, at least not yet. We have found that by keeping the keywords for products that are out of stock or discontinued, those keywords still produce the sale of other products. If these keywords do not deliver revenues, they will be bid down. This has proven more effective for maximizing revenues at a firm cost line vs. turning them off.