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I recently left my Finnish Market Lead job at Google’s Global Marketing Services team to be part of Finch’s growth success story in Europe. One of the things that I picked up from Finch’s CEO, Bjorn Espenes, years before he was able to cajole me into joining the company was his famous presentation tagline: “Repeat after me, CPA is bad.”  This was followed by a clear and compelling explanation of what metrics really matter to a business. Even though digital advertising professionals are now largely comfortable with these key online advertising metrics, they are sometimes caught off guard having to explain the metrics to other teams and key personnel in their organizations who have not yet had enough exposure to the new set of digital advertising key performance indicators. Here is a recap of some of the most vital KPIs as well as a quiz to test yourself for whether you truly master these concepts.

Recipe for Success: 

•  10 companies hungry to grow and succeed online
•  1 full Finch European Customer Success Team
•  6 Google Dedicated Agency Support Team members from all over Europe
•  1 US Google Business Development Manager
•  11th floor of Google’s European Headquarters in Ireland
•  1 gloriously sunny day with a perfect view of Dublin

These were the ingredients for the first annual Finch VIP Summit. 

Last year's Premier Partner Awards for best
Shopping campaign was won by Finch.

Finch was founded on a simple, yet seemingly impossible, proposition: to help advertisers predict the profit of each click before buying it. Based in the US, the business has over 300 clients around the world - and teams across Europe, Asia, Australia and South America. 

Finch’s award entry described how they helped e-Commerce bathroom furnishing and fixture business, Neuesbad Handels GmbH, with its search and shopping campaigns. As a growing business, Neuesbad had always wanted to expand its keyword coverage but struggled to find a way of doing it while keeping costs down. With over 200,000 products offered, they needed a systematic solution, and Finch was happy to oblige. 

Google’s recent AdWords announcement about exact match left marketers in fear for their accounts.  

In short, the change to exact match means if Google feels that the search term has the same meaning as an exact match keyword then it will treat it as an exact match. Google’s example is that “running shoes” or “shoes for running” have the same meaning and are therefore the same term.

We’ve all had those fears when we hand over our marketing initiatives to a vendor or partner that there will initially be a lot of work put into the account, and then it will be on autopilot...the old “set it and forget it.” When it comes to your paid search campaigns, if frequent updates are not being made, your campaigns will fall behind. There are many optimization tactics that should be focused on daily as part of a long-term strategy: negative keyword research and implementation, ad extensions coverage, mobile and tablet bid adjustments, search retargeting list refinements and bid modifiers, ad copy updates, etc. The list goes on and on.

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