Product

What types of campaigns can you manage?

Finch has a programmatic solution for AdWords Search and Shopping campaigns. Finch will manage some display, remarketing, and DSA depending on each client's particular needs and if the campaign has measurable ROI that contributes to the client's growth.

Finch will manage Bing for clients but the optimization isn't as sophisticated as AdWords.

Can you also manage social media advertising with Finch?

Not at this time. Finch has chosen to focus our efforts on being the best in the channel that matters the most: AdWords. Google touches over 80% of people in the buying process, and we focus on helping you compete more effectively with your AdWords budget.

Finch will manage Bing as well, but the optimization abilities aren't as sophisticated as Google.

Unless you have unlimited funds to spend on online advertising, you are better off allocating it to AdWords if you want a higher ROI. Read an article about how Google’s performance is more effective than advertising on Facebook.

What methods do you use to manage campaigns?

  • CPA - Cost per conversion. Recommended when each conversion is worth the same amount.
  • CPV - Cost per Value - Cost as a percent of revenue. Recommended when each conversion is worth a different amount.
  • Total Profit - Maximize profit based on costs and revenue. Recommended when each conversion is worth a different amount and margins very.

Does Finch work with mobile specific campaigns?

There is no reason to manage Mobile in a separate campaign. Finch manages Mobile along side Desktop. We automatically calculate the mobile modifier per ad group to support the ROI goal. Ad Groups that perform well on Mobile will be bid to earn more. Ad Groups that don't perform well on Mobile will be bid down to save cost. In 2016 Google announced the ability to manage Tablet traffic the same way.

Does Finch use broad match modified keywords?

First of all, remember that a keyword is a word or a set of words that you create to target a certain ad.

Search results on broad match keywords work like this: Your ad might show up when a user’s search term includes relevant variations of your keyword. For example, their search term might include one OR more of the words in your keyword, in any order, or it might be a synonym or a variant of your keyword.

When you include the broad match modifier, you make the broad keyword matches more specific. By adding a plus sign (+) to the front of a word (within your keyword), that word must match exactly in the search. The other words (that are a part of that same keyword) with no plus sign (+) can still match a variant of that word.

When Finch optimizes your campaigns and you are using keywords with broad match modifiers, we preserve them. We launch the keyword the same way as a broad match modified keyword. We go further and create additional keywords from that broad match keyword. We remove the plus sign (+) and we do a broad match, a phrase match, and an exact match. In other words, we create additional match types even if you were not previously using them thus enhancing your campaigns.

Read about keyword matching options on Google AdWords.

How do organic and paid keywords work together?

Research shows that you are at least 3.3 times more likely to get a click if you have both organic and paid search results on a page (position 5 or better for both). Keywords that rank high organically are rewarded with a high quality score from Google, and that means you will pay less for the click on the paid keyword and it will get a higher ranking. The important thing is that you get the click instead of your competitor, not whether you pay for the click.

What does optimize for Value do to my revenues?

Value is a dynamic variable in the Google Conversion Tracking code that enables you to track the revenue generated through a shopping cart and tie that variable amount to keywords.

Consider the following example:

 

A merchant sells products with prices ranging from $10 to $20,000 and is currently using a $10 cost per acquisition (CPA) target.

In reality, this means that the merchant is willing to pay the same in advertising for a $10 sale as for a $10,000 sale.
This means two things:
- Sales of $10 products are not profitable
- Increased likelihood of no sales of the $10,000 product, because the bids will not be high enough to get impressions leading to a $10,000 sale


A different merchant also sells products with prices ranging from $10 to $20,000 and is paying 10% of sales for each conversion. This merchant’s ad spend is based on the value of the conversion, or cost per value (CPV), not a set target like the first merchant.

Since this merchant is spending 10% of each sale on ad spend, and assuming they have the same conversion rate as the first merchant, the second merchant has the following benefits:
- They are only paying up to $1 per conversion for $10 products (and are profitable)
- They are willing to pay up to $1000 per conversion for the $10,000 products (excellent chance of getting impressions and clicks)

 

Switching from cost per acquisition (CPA) to cost per value (CPV) (cost of revenue) usually makes a campaign more profitable (reduced CPCs) and rapidly grows revenue (increased ROI).

Finch takes cost per value into consideration and determines how much to pay per click for keywords driving both $10 and $10,000 sales.

Can I deactivate Keywords by your XML feed if my products are not in stock anymore?

Yes, although technically, we will pause the ad group the keyword is in (Finch maintains only one positive targeting keyword per ad group). This can be done using the "paused" element of the XML feed. Please see the documentation in the Early Access Program area for more information.

Does Finch manage remarketing?

Finch finds that clients benefit most from Search Remarketing - known as Remarketing Lists for Search Ads or RLSA. This is for Search or Shopping. The Finch team will work to create or confirm specific remarketing audiences based on client's individual website structure or business needs. The Finch system will automatically manage a modifier for each ad group to get the best possible results per remarketing audience.

Finch will support Dynamic Remarketing for Shopping to help boost the ROI on Shopping.

Finch will occasionally support separate remarketing search campaigns or display remarketing campaigns based on client need. Typically the ROI doesn't support the client's cost of sales goal.