• A Practical Example of why CPV Works Better for eCommerce

    Is every item on your eCommerce site the same price? Of course not! Every item you sell has a different price. Are you using a cost per acquisition (CPA) model for your Pay Per Click advertising? This model only works well when all conversions have the same value.

  • 4 Reasons the CPA Model is Stalling Your eCommerce AdWords Performance

    When your AdWords success is measured in terms of cost-per-acquisition (CPA), all of your activities support optimizing for CPA. CPA works well for businesses that are interested in capturing as many leads as possible. But for eCommerce companies, it is not the right way to measure and grow your PPC efforts. We have looked at hundreds of AdWords accounts and we repeatedly see four ways the CPA model stalls your AdWords growth and success.

  • 4 Tipps zur Verbesserung des AdWords Qualitätsfaktors, die sich lohnen

    Eine ständige Verbesserung des AdWords Qualitätsfaktors ist der richtige Schritt zu weniger Kosten und höheren Conversions in Google AdWords. 

  • 4 Tips to Improve Adwords Quality Score for Big Rewards

    How To Improve AdWords Quality Scores

    Improving your Google AdWords Quality Score is a great way to cut costs and improve conversions.

    First, you have to understand how the AdWords algorithm ranks ads.

    1. For a specific keyword, AdWords looks at the maximum CPC that all bidders are willing to pay.
    2. Each ad has a Quality Score ranked 1-10 based on several factors, including number of clicks on an ad, landing page relevance, your account history, geographic location, and other factors that Google uses to rank your ads.
    3. The Max CPC is multiplied by the quality score to get a rank. Positions are determined based on the order of this ranking.

    Note that this doesn't determine how much you actually pay for the click, it only determines the position. The amount you pay is based on the rank of the position below you and your quality score (but that's for another post).

    Less relevant ads pay more and score lower while ads with high Quality Scores result in higher placements at lower costs. Often, the top position will actually be paying much less for the top spot than the competitors, due to the Quality Score multiplier. That's why it makes so much sense to bid on your own branded keywords because you get them at a very low cost, while if your competitors bid on them it costs them a lot more due to the competitor’s low Quality Scores.

  • 5 Questions to Ask an Agency

    So you're thinking about hiring a PPC Agency or just renewing that contract you have had for the past year?

    Know the answers to these questions before signing on the dotted line.

  • 5 Ways to Kill your Competition Using Google AdWords


    Last week Finch hosted a webinar on how to kill your competition using Google AdWords and we just published the recording. Head on over and check it out.

  • 8 Illegitimate Reasons for Discrepancies Between AdWords & Google Analytics Conversions

    If you are an experienced AdWords advertiser, you probably have familiarity with AdWords conversion tracking code. This is a free, easy-to-use conversion tracking mechanism that requires placing JavaScript on whatever page you want to count as a conversion. All you have to do is create your campaign, install the code on your receipt/thank you pages, turn the campaign on, and the conversions start rolling in.

  • 9 Biggest Lies About Automated PPC Management - Part 1

    Starting today, we have a series of blog entries exploring the 9 biggest lies that people have heard about automated PPC management with a couple of lies exposed each day. The American philosopher Homer Simpson once said, “Marge, it takes two to lie - one to lie, and one to listen.”

  • 9 Biggest Lies About Automated PPC Management - Part 2

    Welcome back to the second installment on lies that are spread about automated PPC. A lot of lies are probably more like gossip - companies have heard stories about automated PPC and pass this information along as fact.

  • 9 Biggest Lies About Automated PPC Management - Part 3

    We continue with our third article in a series on lies about automated PPC management. Some lies may have been historically accurate, but technology doesn’t stand still; some problems that may have existed have been overcome.

  • A Conversation With an Online Merchant About PPC

    Me: How is business?

    Merchant: Great, it is the holiday season and business is up!

    Me: Great, are you making money?

    Merchant: Yes, revenues are up almost 20% over last year.

    Me: From PPC?

    Merchant: No, overall.

    Me: Great, what about paid search sourced revenues?

    Merchant: It is up too!

    Me: By how much?

    Merchant: About the same as the other channels.

    Me: Here we go again :)

    Measure the exact return on the money you invest in PPC!!

  • A Year of Innovation at Finch

    We entered 2012 with a growing client base on 5 continents and a great team in place. We analyzed our industry trends, our clients and their needs, our strengths and experience, and it dawned on us that a huge opportunity was developing that we were perfectly positioned to capture.

  • Are You Arranging Deckchairs on the Titanic or Generating Profit With AdWords?

    Every day at Finch we speak with many ecommerce business owners, executives and online marketing professionals about their AdWords programs. These discussions are driven by pain points and opportunities they feel exist in their programs which often leads the dialog here:

    • I need to keep my current campaign structure to have control
    • I do not want to pay Google for my branded terms
    • My strategy is to be aggressive with assisted clicks
    • Blah blah blah…

    The problem with heading down this path is it’s like rearranging the deck chairs on the Titanic; it makes you feel good, but the inevitable is just ahead—losing sales to the competition; also known as failure!

  • Attribution - What PPC Data Really Shows for eCommerce

    Attribution is a hot topic in PPC and almost everybody has an opinion. I have read many different posts where so-called experts are comparing attribution to a football/soccer team where the striker is the “last-click converter” and the defender is the generic “assisted converted keyword.”  It all makes a lot of sense to me, however each post lacked evidence to back their opinions. To me, the whole idea was too easily bought - perhaps because it logically made sense. 

    But as I dug into the concept, investigating this idea using actual data, I discovered that there is no such thing as “strikers” or “defenders”; instead, 95% of all keywords are “all-rounders”. Sometimes they function as the last-click converting keyword, other times they assist. 

  • Bid Sniping for Pay Per Click Bid Management

    Bid sniping for pay per click bid management

    What if you could use bid sniping for your pay per click bidding? What if you had a computer program that automatically knew how much it needed to pay in order to win? Would you use it?

  • Bidding Engines vs. Traditional Search Agencies: A Story About Client Development

    When Eric Maas and I started Finch 4 years ago, we did it to fill a very specific need in the market. We had been running an eCommerce SaaS platform that had done over US$1 billion in sales for our 400 clients by managing multiple channels (website, eBay, Amazon, Google, Overstock, Shopping.com, BizRate, and many others). We did not do Google AdWords and attempted to partner with a number of agencies that specialized in PPC. It was a disaster every single time, because they did not understand the unique needs of our eCommerce clients.

    A failed attempt to acquire a PPC company eventually lead to the start of Finch; now focusing on solving the problems we had uncovered and experienced. We had limited knowledge of PPC at the time but knew a lot about eCommerce after living it for 10 years. We could clearly see why the traditional way of managing PPC for eCommerce by agencies was failing, and we believed we knew how to fix it.

  • Checklists, AdWords, and eCommerce

    During 2012, Finch became more focused on tying the cost of AdWords campaigns to the direct revenues or profit generated.

  • Conversion Measurement Guide for eCommerce

    Google AdWords often represents the single largest marketing expense for eCommerce companies, yet the knowledge of how it works and how to measure and influence success is shockingly low. This quick guide shows three types of Return on Ad Spend (RoAS) measurements. Read on to see which is the most applicable for your business.

  • Conversions—Optimizing AdWords for Business Value

    Conversions have long been, and will continue to be, your scorecard for success as an advertiser on AdWords. The value you gain from a conversion can be measured in many ways: new customers, transactions, revenues and/or profit. Accumulating and measuring conversions isn’t the secret to growing your performance. Leveraging the conversion data, specifically optimizing your account based on the value of your conversions, is the key to long-term growth and success.

  • Do Competitive Trademark Keywords Work for or Against You?

    In a ruling on Monday, Google won a victory allowing them to continue to display rival competitor ads when trademark keywords are searched for. For example, through AdWords Pepsi can set up bids so that their ad displays when someone enters a search for "Coca-Cola.”