exact match

  • 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

  • Huhut tarkan haun kuolemasta ovat liioiteltuja

    Googlen ilmoitti äskettäin AdWordsin tarkan haun muutoksista ja jätti hakukonemainonnan tekijät ihmettelemään mitä tämä tarkoittaa käytännössä tilien tuloksille.  

    Lyhyesti sanottuna tarkan haun muutos tarkoittaa seuraavaa: jos Googlen mielestä hakusanalla on sama merkitys kuin tilin tarkan haun avainsanassa, silloin Google pitää sitä tarkkana hakuna. Googlen esimerkki on, että ”juoksukengät” tai ”kengät juoksemiseen” ovat merkitykseltään samat ja siksi niitä käsitellään samalla tavalla.

  • Is Exact Match Dead?

    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.

  • PPC Management Via Software - Key to Success

    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. 

  • 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.