Over the next few weeks, we’ll publish a series of three posts on our blog, summarizing insights shared at our European Finch + Google Growth Summit, and highlighting the value of the Finch + Google partnership.
As a marketing technology platform for paid media, Finch runs on partnerships with Google, Bing, Yahoo and Facebook. Not surprisingly, one of our biggest partners is Google. In addition to being a Google Premier Partner, Finch won the 2017 Google Search Innovation Award for North America and was recognized for Best Shopping Performance in 2016.
Our partnership with Google gives us insider access to insights that help make our clients more successful. That’s why, on April 16th and 17th, we leveraged this access to bring our European clients past security and inside Google HQ in Dublin for the Finch + Google Growth Summit 2018. This two-day summit gave our clients exclusive access to keynotes, breakout sessions, and roundtables led by top experts from both companies, including Finch CEO, Bjorn Espenes and Fionnuala Meehan, VP EMEA Google Marketing Solutions.
Part One; Automation and Machine Learning
Day one was in Google’s Foundry where Fionnuala Meehan kicked off day one with a keynote focused on how a large organization like Google—which now has more than 7,000 employees in Dublin alone—manages business growth.
Johanna Quesado, Agency Lead Google, then led a session on the importance of artificial intelligence, machine learning, and automation to keep businesses moving forward. For advertising, she explained how machine learning enables smart bidding, attribution, and targeting.
Early Google searches on a desktop computer yielded limited results. Fast forward to 2018 and Google now sees trillions of searches every year, half of which are from mobile devices. This shows us how search has changed and provides insights into why Google’s AdWords has changed, too.
In addition to choosing keywords, marketers can now use AdWords to pinpoint time, location, device, and interests (with more options in development). And that’s where Finch comes in; we make it possible for marketers to take advantage of all this potential by eliminating complexity.
Leading a session on Finch’s automation, Jason Lowry looked back at the history of the internet, starting with the first phone call in 1876. Phone calls were connected manually by operators, so huge growth in demand for phone service meant bigger switchboards and more operators—until a labor strike in 1920 finally resulted in automation. Jason compared the way switchboard operators were used in the past to manually connect phone calls to today's paid media agencies who try to hire the most operators instead of moving ahead with automation.
Automation isn’t just what Finch does; it’s who we are. We see how Google and other advertising platforms are growing to meet customer demand—and how this creates even more need for automation. As Jason explained, “We have automated more in advertising technology from the buyer’s side than anyone else in the industry. We’re not just talking about bidding; we’re talking about management.”
Google’s advertising platform has grown, it has become increasingly more complex with so much potential for advertisers. Once set up, the Finch platform automatically reviews campaign performance and makes bid adjustments accordingly, we make it simple. Our CSMs (Client Success Managers), monitor the performance and pulls out data for you letting you get back to business while your campaigns continue to smart bid and bring in leads or conversions.
Summit Part Two: Audiences
In next week’s blog, we will cover the second keynote at the Finch + Google Growth Summit 2018 which was all about Audiences. Google’s Audience Engagement Specialist Adi Sivan and Finch Country Manager Germany, Timo Bernsmann showed us why it is so important to target the right people at the right time and how we do it.
If you are not already a Finch client and would like to know more about the Finch platform and what we can do for you by automating your paid media, request an audit here, it’s free!