Finch - PPC for eCommerce

  • A Practical Example of why CPV Works Better for eCommerce

    Is every item on your eCommerce site the same price? Of course not! Every item you sell has a different price. Are you using a cost per acquisition (CPA) model for your Pay Per Click advertising? This model only works well when all conversions have the same value.

  • 17 SEO Tips for Boosting eCommerce Traffic

    So you have an ecommerce website but your traffic sucks? If you want to boost traffic and profits then you need to use search engine optimization (SEO) to help people find your site and make them stick around when they to. Here are 17 tips to get you started.

  • 4 Reasons the CPA Model is Stalling Your eCommerce AdWords Performance

    When your AdWords success is measured in terms of cost-per-acquisition (CPA), all of your activities support optimizing for CPA. CPA works well for businesses that are interested in capturing as many leads as possible. But for eCommerce companies, it is not the right way to measure and grow your PPC efforts. We have looked at hundreds of AdWords accounts and we repeatedly see four ways the CPA model stalls your AdWords growth and success.

  • 4 Reasons Why the PPC Management Click Funnel Strategy is a Lie

    Bjorn Espenes was recently featured as a guest blogger on Certified Knowledge, a website covering online marketing topics. Bjorn didn’t pull any punches when he wrote about the controversial topic of click funnels.

  • 4 Tipps zur Verbesserung des AdWords Qualitätsfaktors, die sich lohnen

    Eine ständige Verbesserung des AdWords Qualitätsfaktors ist der richtige Schritt zu weniger Kosten und höheren Conversions in Google AdWords. 

  • 4 Tips to Improve Adwords Quality Score for Big Rewards

    How To Improve AdWords Quality Scores

    Improving your Google AdWords Quality Score is a great way to cut costs and improve conversions.

    First, you have to understand how the AdWords algorithm ranks ads.

    1. For a specific keyword, AdWords looks at the maximum CPC that all bidders are willing to pay.
    2. Each ad has a Quality Score ranked 1-10 based on several factors, including number of clicks on an ad, landing page relevance, your account history, geographic location, and other factors that Google uses to rank your ads.
    3. The Max CPC is multiplied by the quality score to get a rank. Positions are determined based on the order of this ranking.

    Note that this doesn't determine how much you actually pay for the click, it only determines the position. The amount you pay is based on the rank of the position below you and your quality score (but that's for another post).

    Less relevant ads pay more and score lower while ads with high Quality Scores result in higher placements at lower costs. Often, the top position will actually be paying much less for the top spot than the competitors, due to the Quality Score multiplier. That's why it makes so much sense to bid on your own branded keywords because you get them at a very low cost, while if your competitors bid on them it costs them a lot more due to the competitor’s low Quality Scores.

  • 5 Questions to Ask an Agency

    So you're thinking about hiring a PPC Agency or just renewing that contract you have had for the past year?

    Know the answers to these questions before signing on the dotted line.

  • 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!

  • 5 Tricks to Successfully Manage Your PPC Agency

    "My current vendor is doing a great job and is taking great care of us” is something I hear frequently.  What they may actually be saying is “I don’t know what is going on, they are nice people and seem to know what they are doing”.  What if you knew exactly how to manage your PPC vendor?

  • 5 Ways to Kill your Competition Using Google AdWords

     

    Last week Finch hosted a webinar on how to kill your competition using Google AdWords and we just published the recording. Head on over and check it out.

  • 8 Illegitimate Reasons for Discrepancies Between AdWords & Google Analytics Conversions

    If you are an experienced AdWords advertiser, you probably have familiarity with AdWords conversion tracking code. This is a free, easy-to-use conversion tracking mechanism that requires placing JavaScript on whatever page you want to count as a conversion. All you have to do is create your campaign, install the code on your receipt/thank you pages, turn the campaign on, and the conversions start rolling in.

  • 8 Illegitimate Reasons for Discrepancies Between AdWords & Google Analytics Conversions - Part 2

    In the last blog, I talked about how a lot of marketers choose to integrate Google Analytics conversions into their AdWords accounts while keeping their AdWords conversion tracking in place and active. We frequently run across marketers using both tracking mechanisms who wonder why they are seeing different numbers from each.

    You should expect to see differences in the conversion numbers between the two tracking mechanisms. So how do you know if something is not working right in one or the other? Finch has run across a number of common illegitimate reasons for discrepancies between AdWords and integrated Google Analytics conversion numbers viewed in your AdWords conversions page. I described four of those illegitimate reasons in the last log. Below are four additional reasons.

  • 9 Biggest Lies About Automated PPC Management - Part 1

    Starting today, we have a series of blog entries exploring the 9 biggest lies that people have heard about automated PPC management with a couple of lies exposed each day. The American philosopher Homer Simpson once said, “Marge, it takes two to lie - one to lie, and one to listen.”

  • 9 Biggest Lies About Automated PPC Management - Part 2

    Welcome back to the second installment on lies that are spread about automated PPC. A lot of lies are probably more like gossip - companies have heard stories about automated PPC and pass this information along as fact.

  • 9 Biggest Lies About Automated PPC Management - Part 3

    We continue with our third article in a series on lies about automated PPC management. Some lies may have been historically accurate, but technology doesn’t stand still; some problems that may have existed have been overcome.

  • 9 Biggest Lies About Automated PPC Management - Part 4

    Remember what George told Jerry - “It’s not a lie if you believe it.” Companies believe the lies they are telling you and spread them like they are facts - but they just aren’t true. This is the last article in a series on lies about automated PPC management.

  • A Conversation With an Online Merchant About PPC

    Me: How is business?

    Merchant: Great, it is the holiday season and business is up!

    Me: Great, are you making money?

    Merchant: Yes, revenues are up almost 20% over last year.

    Me: From PPC?

    Merchant: No, overall.

    Me: Great, what about paid search sourced revenues?

    Merchant: It is up too!

    Me: By how much?

    Merchant: About the same as the other channels.

    Me: Here we go again :)

    Measure the exact return on the money you invest in PPC!!

  • A Moment with Finch

    Finch Moments

    There is a lot of talk about moments these days; a point where everything is timed just right. At Finch, we have our Moments too, when our clients see the impact of our programmatic technology and our people have on their performance.

  • A Serial Internet Entrepreneur Speaks Out Against SOPA and PIPA

    You probably noticed that Wikipedia recently had their 24 hour blackout to protest SOPA and PIPA. If you're wondering what SOPA and PIPA are all about, I recommend that you read these 2 articles on techdirt: The Definitive Post On Why SOPA And Protect IP Are Bad, Bad Ideas and An Updated Analysis: Why SOPA & PIPA Are A Bad Idea, Dangerous & Unnecessary. These articles are very detailed and present a very solid argument against SOPA and PIPA, so I am not going to try to re-explain what these acts are and why they are generally a bad idea (since I agree with the stance the author is taking). What I want to do instead is explain why I personally take affront to SOPA and PIPA by talking about how it goes against everything I have ever done in my professional life.

  • A Year of Innovation at Finch


    We entered 2012 with a growing client base on 5 continents and a great team in place. We analyzed our industry trends, our clients and their needs, our strengths and experience, and it dawned on us that a huge opportunity was developing that we were perfectly positioned to capture.