Paid Search

  • Dynamic Search Term Insertion: Expectations vs Reality

    Bjorn Espenese


    Dynamic Search Term Insertion (DSTI) is an automated feature of the Finch platform. Not to be confused with Dynamic Keyword Insertion: a Google Ads feature that updates ad text. What DSTI does is more expansive and complicated, from a coding perspective. When I first began building Finch with my partner, Eric, we realized that Exact Match (EM) keywords were the bread and butter of any Ads campaign. Our dream was to create a platform that bridged the gap between Exact Match keywords with Phrase Match (PM) or Broad Match (BM) keywords.

    Then we built Finch. DSTI solves the problem we recognized. Our platform both automates and optimizes paid media. But we didn’t want strictly focus on automation; we wanted something more dynamic. We wanted a platform that expanded our client’s keyword coverage, based on conversion rates and the terms customers used in Search. So, how does it work?

    Any time a user converts via a PM or a BM, the Finch platform identifies what the search query was. Instead of attributing conversion to the PM/BM, the platform turns the search query into an Exact Match keyword in the Finch platform. This helps optimize for future searches that result in a conversion. Additionally, the platform leaves a negative keyword for the PM/BM so that neither will convert again. Instead, the next time a user searches using the now-Exact Match query, it’ll result in a conversion.

    The benefits? Well, your conversion rates soar and you gain a higher quality click-through rate (CTR). The ultimate payoff will be you gaining a higher quality score. Thus, you'll be more competitive and pay less for both cost-per-click (CPC) and cost-per-value (CPV). Of course, everyone’s business goals are different. But what DSTI does for each of our customers is make them more competitive.

    The expectations for DSTI are sometimes high because of our platform’s capabilities. As they damn well should be. And we’re proud to offer such a higher level of automation than anyone else. So, what are the expectations vs reality of DSTI? Am I telling you that every, single time a conversion happens, our platform changes a PM/BM keyword to Exact Match, in real time? No. But what makes our software capable and unique is its ability to make daily updates of all conversions and expand our clients’ keywords. The reality is our software offers a much quicker keyword expansion. It also does it faster than the best team of paid media experts could.

    Additionally, the reality we want to share with the world is the Finch platform lets you focus on strategy. Companies with high SKUs should want to allocate more of their spend on exact match clicks. Why? Because they convert! At Finch, we like to ask the people we meet (clients and colleagues alike) the same question: Why would you want to spend your time and moneyguessingon what you think will convert? When, instead, you can use software that identifiesexactly what converts and expand it, at exponential levels?

    Most often the answer is “because it’s next to impossible to do; paid media is too complex.”

    And that’s true. But only if you’remanually managing your paid media. The reality is that automation is the future. And DSTI is what empowers our clients to perform.

    Curious how Finch can help you adapt?

    Try a free audit today.

    Let's adapt together.

    --Bjorn Espenes

    Founder & CEO

  • Finch-Moment: Sportartikel-Händler steigert den Google Adwords Umsatz um 33%

    Der Finch-Moment in dieser Woche kommt von einem Kunden aus den USA. 173 Tage nach dem Launch der Google AdWords Kampagnen in der uniquen Finch-Struktur, konnte der Umsatz um 33,22% gesteigert und die KUR (Kosten-Umsatz-Relation) um 28,78% gesenkt werden. Ein fantastisches Ergebnis! Sie wollen Ihren eigenen Finch-Moment? Dann melden Sie sich noch heute zu unserem kostenlosen AdWords Audit an. Unsere AdWords Experten zeigen Ihnen anhand einer Wachstums-Roadmap genau auf, wie auch Sie bald solch fantastische Ergebnisse in Ihrem AdWords Konto sehen werden. 

  • Finch, A.I., and the future of digital advertising

    When Charles Darwin introduced his theory on Natural Selection, the Finch species was at the core of his studies.  The Finch was known to be the most adaptive species on the planet. Ultimately, they proactively understood fundamental change had to happen in order to thrive and grow.

    From this mindset, the Finch company was launched.  Over the course of the last decade, Finch has made continual strides in technological adoption to maximize performance and results for our customers.  

  • Paid Search Profit Optimization



    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.

  • Single Keyword Ad Groups Should Be the Focus of Your Paid Media Strategy


    Here’s Why.

    By Bjorn Espenes

    First of all, let’s consider the concept of granularity. It’s not just a buzzword; granularity is everything in the paid media world in regards to performance. Most of us in paid media constantly pull levers in our Ad Groups, blindly “testing” a range of keywords. We’re convinced that, at some point, we’ll actualize the lift we want to see. And, to be fair, if you’re a decent PPC optimizer, you probably do see some success. 

    But what if there were a way to test every keyword--instead of guessing which ones aren’t working?

  • Taking on the Paid Search Industry with a Fresh Pair of Eyes

    Let Finch be a disruptive innovation for your PPC bid managementHave you ever been doing a puzzle and been stuck -- and then someone else who’s never seen the puzzle walks up and puts a critical piece in place? In short, sometimes someone who has been looking at a problem too long can’t see the answer right in front of him.

    I’ve had a similar job role throughout my career but have changed industries several times. Sometimes it takes an industry outsider to look at a problem and ask, “Why are we doing it that way?”

    Just like trying to solve a puzzle the same way every time, I think industries get stuck in a rut thinking, “That’s how things are always done,” without taking a step back and asking, “Why are things done this way?” I can’t tell you the countless times that my teams have come up with a new product or service because we’ve challenged how things were traditionally done.

    Eric Maas and Bjorn Espenes are fairly new to paid search; starting Finch in 2009. But Finch is doing really well – in part because Finch is doing things really differently.

  • The Power of Branded Keyterms

    hands, feet, sport

    The Power of Branded Keywords


    As Head of Client Success for the US here at Finch, I often get asked by my clients why they need to spend money on their own branded terms. Afterall, they rank so well for these keywords organically. The answer: GROWTH, among other benefits. Below I will outline five key reasons as to the importance of bidding on your brand: quality score, organic vs paid, the power of doubling up, competitors, and how brand and non-brand work together to create growth!

  • Using Programmatic to Influence Quality Score

    Programmatic has historically been used for display advertising and defined as using software to buy clicks from the advertising platform (i.e. Google, Bing, Facebook, etc.).  It is about putting the right message in front of the right buyer at the right time; finding that moment increases relevance for the buyer and increases efficiency for the advertiser. That very same approach works at least as well for Search and Shopping campaigns.