General

Who is my account manger?

The Finch representative who helped you enter into your Finch agreement is your first point of contact.  There is a global team available to support your account depending on your needs.

Who owns the intellectual property (content) of the Finch campaigns?

You do! If you decide to stop using Finch, you can keep the campaigns that we have set up. However, the campaigns are unlikely to keep performing over time if the Finch software is disconnected.

What is the difference between Conversions and Converted Clicks?

Converted Clicks means that Google will only register one conversion per click on an Ad despite which conversion code the click converts with.  This works great when there is only value in having one unique conversion per customer (i.e. a lead for a software client only has value the first time the form is filled out).

Unlike Converted Clicks, Conversions are recorded multiple times from the same customer after the first click.  This is always the way to record conversions for an eCommerce client, because the only way to trigger the conversion tracking script is by completing the shopping cart (meaning the client is making money for every conversion, and it should be tied to the initial ad spend).

What are lag conversions?

Google's reporting matches up the cost of a click with the resulting conversions to the same day as the cost of the click.  Google keeps track of this by issuing a 30-day cookie that helps record any conversion resulting over the 30 days from the most recent click back to the day you paid for the initial click.  Google does this in order to match up your cost with the leads/revenue so you can more easily measure ROI and cost effectiveness.  When you are looking at Google reports that have data less than 30 days old, you need to know your lag history to be able to fully compare new performance data with older data.

Example:  You spend $1 on a click on January 1st.  The person clicking on your ad goes to your site but leaves after a few seconds.  If that person comes back to your site in the next 30 days and converts (purchase, lead, or other action), it will be recorded as a conversion for January 1st.  This is also the reason that Google data that is less than 30 days old keeps changing as lag conversions are recorded.

If you want to see your lag conversions (they are also shown in the Finch dashboard reports), log in to  your Google AdWords account, go to Reporting, Conversions, Search Funnel, Time Lags, and select First Click.

Read more about lag conversions in Finch's white paper, How do time lags affect conversion tracking?

Why should I pay Google for clicks on my own trademark or domain names?

Clients often have a strong resistance to pay Google for their own brand names.  “Why pay when I can get it for free via SEO” is a common question.  There are many reasons you want to include your branded terms:

  • It is frequently the most effective keywords in terms of both cost and volume.
  • Competitors are buying your branded terms, so you will likely be #1 because of Quality Score and allocation due to performance.
  • When people do searches, some click on organic results, some on paid results, and some on both. You want all clicks as long as they are profitable clicks.
  • Studies have shown that being above position #5 for both SEO and PPC gives you a 3.3 times chance, or better, of getting the click.
  • The bottom line is this:  It’s about getting the click, not if you pay or not -- Finch makes sure the click is profitable.

For more information on this topic, See this Search Engine Land case study that shows improvement with and loss without branded terms being purchased.