Performance

How does Finch achieve both volume gain and cost savings?

In most Google AdWords accounts, there is a portion of the keywords that are strong performers. Finch identifies those keywords and allocates more budget resources towards their increased performance.  This provides the volume gain.  At the same time, Finch identifies the keywords that have used a disproportionate amount of the budget for limited performance, and less budget is allocated to those keywords thus providing cost savings.

These achievements are further amplified by the Finch campaign structure that takes advantage of Google settings and choices, such as match types. 

The magic box component is the Finch patent pending algorithms and data models that decide what to do when you don’t have perfect data. This is a key factor since even mature campaigns may only have less than 10% of the required data to be fully optimized.

What is maximum number of keywords that Finch has managed for a client?

Several million, but in general we recommend filtering out keywords that do not have any measurable activity.

What is the maximum number of Ad Groups that Finch has managed for a client?

Finch is only bound by the Google limitations. If your account exceeds this limit then we'll split it into multiple accounts or campaigns.

What is the maximum amount of monthly Google Spend that Finch has managed for a client?

Finch guards this information, but we run campaigns that are close to $1M per month.  Finch has a range of clients from small (that spend from $5k per month) to global brands in our client base.

Can I boost some ad groups or products seasonally?

The Finch system aggressively tries to maintain a target CPA or Cost of Sales goal. However, we understand that due to seasonality, sales, or surplus you may have times where you want to boost (or reduce) a subset of keywords/ad groups/products for a period of time. This will affect the overall goal, but we're able to accomplish this. Your client success manager can assist you with this

Can you give us an estimate for future AdWords revenue if we increase or decrease our target amount?

No, we cannot make estimates, because every click comes from a real time auction with a lot of other competitors. Nobody will ever now the impact unless we try changing the target.

Following are specific reasons why we cannot make estimates for future revenue:

  • We do not know what your competitors will be bidding
  • We do not know what the search volume will be
  • We do not know what the click through rate will be for each competitor (nor how it will change if they adjust their ads)
  • We do not know how the actions of the consumers might change
  • We do not know the potential for a drop in average position
  • We do not know how much value there is in each position on every single keyword at a specific time period
  • Etc., etc. The list of things that impacts revenue is endless

What about supporting clicks? Does Finch use Google AdWords Search Funnel reports to understand assisting clicks?

Yes and No

Adwords conversions now support multiple attribution models. Models other than Last Click would automatically give credit (for conversion and value of conversion) to other clicks that were part of the click path and Finch would use that data accordingly.

Is it true that some of my keywords may not get me any conversions but will bring customers to my store?

Yes, but you do not know which of your keywords fall into that category – whether or not you use Finch. The only viable strategy is to bid more on everything and hope that the potential customers come to the store. If you cannot track it, you cannot act on it or optimize it.

Here's a blog post using 3 large client's data to illustrate the problems with attribution: Attribution - What PPC Data Really Shows For eCommerce

How solid is the Finch technology platform?

Finch runs in the cloud and uses Amazon EC2/S3 as our infrastructure, ensuring unlimited scalability and benefiting from Amazons security and performance abilities.