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.
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.
"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?
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.
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.
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.
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!!
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.
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.
A lot has been written about simplicity when designing products. Often the most elegant and timeless products are those that are simple. But designing a product to be simple to use and intuitive is actually much harder than it sounds.
Every day at Finch we speak with many ecommerce business owners, executives and online marketing professionals about their AdWords programs. These discussions are driven by pain points and opportunities they feel exist in their programs which often leads the dialog here:
The problem with heading down this path is it’s like rearranging the deck chairs on the Titanic; it makes you feel good, but the inevitable is just ahead—losing sales to the competition; also known as failure!
What if you could use bid sniping for your pay per click bidding? What if you had a computer program that automatically knew how much it needed to pay in order to win? Would you use it?
When Eric Maas and I started Finch 4 years ago, we did it to fill a very specific need in the market. We had been running an eCommerce SaaS platform that had done over US$1 billion in sales for our 400 clients by managing multiple channels (website, eBay, Amazon, Google, Overstock, Shopping.com, BizRate, and many others). We did not do Google AdWords and attempted to partner with a number of agencies that specialized in PPC. It was a disaster every single time, because they did not understand the unique needs of our eCommerce clients.
A failed attempt to acquire a PPC company eventually lead to the start of Finch; now focusing on solving the problems we had uncovered and experienced. We had limited knowledge of PPC at the time but knew a lot about eCommerce after living it for 10 years. We could clearly see why the traditional way of managing PPC for eCommerce by agencies was failing, and we believed we knew how to fix it.
Bjorn published his eBook outlining the AdWords strategies eCommerce companies must employ to grow revenue and profit with PPC.
If this eBook were written as a tweet, it would read:
“Buy profit not acquisitions. AdWords must be a sales channel, not an ad expense. See how one company increased revenue by 310% and profit by 169%!”
While a tweet sounds intriguing, this eBook goes into detail about each of the steps necessary to accomplish this. This strategy addresses the unique requirements eCommerce companies have for PPC. Specifically, managing the complexity of offering multiple products, each with different prices and profit margins, and setting the right cost targets.
During 2012, Finch became more focused on tying the cost of AdWords campaigns to the direct revenues or profit generated.
Conversions have long been, and will continue to be, your scorecard for success as an advertiser on AdWords. The value you gain from a conversion can be measured in many ways: new customers, transactions, revenues and/or profit. Accumulating and measuring conversions isn’t the secret to growing your performance. Leveraging the conversion data, specifically optimizing your account based on the value of your conversions, is the key to long-term growth and success.
We are in the business of offering solutions to companies spending a good portion of their online advertising budget on Google AdWords. Those that we are selling to are faced with the fear of failure: What if it does not work? What if the optimization and AdWords performance does not improve? A common follow-up question is: Do I have to pay if it does not work? This is the thought-process that a prospect is going through prior to committing to work with us; internalization of risk. It is normal!
SALT LAKE CITY, Utah (August 20, 2013) - Utah-based company, Finch, was listed alongside the best of the best private US-based companies, ranking #145 overall, #12 in the software company category and #4 in Utah, by the Inc 500 list published today. This was the first year Finch was eligible to be nominated for the Inc 500 list.
Am 11. Februar 2016 finden zum wiederholten Male die PPC Masters in Berlin statt. Tony Hrnek, Partner bei Finch, wird bei dieser Gelegenheit den Vortrag "Kampagnenstruktur Konzepte - Warum wir unsere Kampagnen für Maschinen bauen sollten" auf die Vorteile der Automatisierung im Bereich Google AdWords bzw. Google Shopping ein.
Sollten Sie Interesse an verbilligten Tickets für den Event haben, kommen Sie bitte auf uns zu.
Ihr Finch Team
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Gennem vores samarbejde og tætte dialog med Finch´s yderst kompetente medarbejdere vækster og udvikler vi hele tiden vores onlineforretning.
Kaare Madsen, Partner - Bodyman.dk
Vores samarbejde med Finch omkring optimering af vores AdWords-setup på 2 e-commerce platforme, har reduceret vores tidsforbrug markant
Jan Ettrup-Mikkelsen, Adm. direktør - GREAT Communications
Vores tal er forbedret dramatisk siden starten af vores samarbejde med Finch. Samtidig leverer Finch service af højeste kvalitet.
Frederic Prinz, Online Marketing Manager - TUI Suisse Ltd.