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In today’s highly competitive and dynamic PPC landscape it is not only less efficient to manually optimize campaigns but in most cases impossible when it comes to campaigns with thousands of keywords and ad groups.  Technology is needed to boost PPC to achieve maximum performance. Below are a few ways that utilizing Finch’s  technology can improve your PPC channel through automation. 

Finch doesn’t leave it all to technology; our foundation is based on having an amazing team of experts that is coupled with the most innovative automated technology that paid search and shopping have ever seen. Our team moves fast, is knowledgeable, and is relentlessly focused on maximizing growth for our clients everyday. Our CEO Bjorn Espenes believes people should have fun while succeeding at work, but in order for this to happen, we first need to be successful at work with a common goal at the front of our minds and culture. The leadership at Finch has created high standards for hiring the best people, training them well and keeping those people very happy.

 

 

AdWords Profit Optimization

Here at Finch, we are constantly beating the drum of optimizing a paid search campaign for the right metrics. Given the improvements that have been made to conversion tracking and analytics over the past several years, it’s amazing how many people we talk with who are still optimizing in ways that are virtually guaranteed to deliver sub-par results; and by sub-par I mean limiting the total amount of profit that a campaign could otherwise achieve.

The weather’s finally heating up (here in Utah finally!), with that comes summer travel plans. Google research found that six in ten people considering a summer trip were already conducting research in February, yet 46% had not yet decided on their destination.

If you think about the incredible amount of data Google collects every time someone types something into the search box, advertisers are now able to influence a consumer’s summer travel plans in real time using programmatic technology.  

For example: If you own a local snorkel shop and summer season is coming up, how do you compete with the other shops in town? According to Google:

85% of leisure travelers decide on activities only after having arrived at the destination.1

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.