Setup

How do you launch the Finch campaigns, and do you impact my campaigns?

Finch uses your existing ad copy, keywords, and URLs to recreate an ultra granular campaign. This ensures that there is no negative impact on the quality score in your account.

The new Finch campaign(s) will be inserted into your Google AdWords account, always starting with "Finch" for the campaign name. Your old campaign(s) will be paused (unless a portion of it is left on the Display network), and the Finch campaign(s) will be activated.

Your existing campaigns are paused and left 100% intact in case you ever want to revert back to them.

How many conversions do I need to optimize a campaign?

Finch requires a minimum of 50 conversions to optimize a campaign.  The number of conversions required to optimize campaigns increases as the distance between historic performance and desired targets increases.

How can you start optimizing with as little as 50 conversions?

We have a better data model with associated algorithms than most others who require far more data, because they typically have very complex algorithms. Complex algorithms may technically be better if you have unlimited data, but with AdWords the challenge is always not having enough data, and the trick is to manage data volume with granularity and sophistication of algorithms.

What is the minimum monthly ad spend?

Minimum monthly ad spend is $5000, and it is for all types of campaigns combined.

Will I lose my old campaigns?

No. Your existing campaigns will be paused, and you can restart your own campaigns at any time.

Do you use my paused campaigns when you do an audit for my account?

When Finch does an audit on your Google AdWords account, we look at your data so that we can produce a report to show you how we work. We include paused campaigns in the audit if they have recent data and they appear to be relevant. We always make a note in the audit report to tell you if we used the paused campaigns.

What about negative keywords? Do you support using them? Does Finch use negative keywords when building granular campaigns?

When Finch launches your campaign(s), as part of copying information from your campaigns and potentially combining multiple campaigns into one Finch campaign, we will find all negative keywords that are in common at the campaign level across all your campaigns that are being combined, and these will become the negative keywords that are created on the Finch campaign. Note that if all active ad groups in a campaign have the same negative keyword, that negative keyword will be considered as being at the campaign level in your campaign.

Any campaign negative keywords that were not in common across all your campaigns will be created as ad group level negative keywords on the corresponding ad groups that Finch creates in its granular structure. For instance, if two of your campaigns (call them "A" and "B") were combined into one Finch campaign and there were campaign negative keywords on campaign "A" that were not on campaign "B", all ad groups created in the Finch campaign containing the keywords from campaign "A" will contain ad group level negative keywords corresponding to the negative campaign level keywords in campaign "A".

In a similar fashion at the ad group level, you might have an ad group in your campaign that contains 10 keywords, along with some negative keywords. When Finch launches, this ad group will result in 40 ad groups in the Finch campaign (one for each of broad, broad match modified, phrase, and exact match for each of the 10 keywords). The 30 corresponding ad groups created in the Finch campaign that each contain one of the broad, broad match modified, or phrase match keywords will contain all the negative keywords that were on your original ad group. The 10 ad groups Finch creates that each contain just an exact match targeting keyword will not have the negative keywords added, as they are unnecessary.

Note that if you have the same keyword in the same match type in multiple ad groups (whether in the same campaign or multiple campaigns), and those ad groups do not contain identical negative keywords, only the negative keywords that are in common across both of your ad groups will be carried over to the corresponding Finch ad group. This will make it so that your keyword in the Finch campaign will continue to match the same search queries as it did in your campaign(s).

We also create our own negative keywords to isolate the different match types by ad group. For instance, on the ad group that contains the phrase match of a particular keyword (say, "shoes"), we will put a negative exact match keyword of that same keyword (in this case, [shoes]). This helps us to drive traffic to the most closely matching keyword, so that we can bid more precisely for every search that a user performs.

If your search terms report shows unqualified traffic coming from search terms, then additional negative search terms can be added. Please use caution when adding these at a campaign level, as a poorly selected term can block qualified traffic. Please talk to your client success manager if you have questions. Your CSM may also add negative terms if they feel it's required

Why should I use conversion tracking?

Finch uses conversion tracking to track the details of your campaigns' performance. When you have conversion tracking installed, you know whether a visitor to your site purchased a product or signed up for your newsletter. You also know which of your keywords work the best to lead people to your website. Finch needs this information to determine how much to pay for a click for those keywords in order to maximize sales and minimize costs.

To learn more about conversion tracking, visit http://adwords.google.com/support/agency/bin/answer.py?hl=en&answer=142348.

To learn how to set up AdWords conversion tracking, visit http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=115794.

Can I use Google Analytics imported into Google AdWords with Finch, or do I need Google Conversion Tracking?

To use Google Analytics, you need to sync the data sharing between your Analytics and AdWords accounts.

To sync your accounts, follow these 2 steps:

  1. Link your Analytics and AdWords accounts:  http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033961.
  2. Import your goals and transactions from Analytics, and map them into AdWords:  http://adwords.com/support/aw/bin/answer.py?hl=en&answer=105598.

Here are some things to keep in mind:

  • Conversions do not show up in AdWords immediately - there is some time lag.
  • Make sure you do not count your conversions twice (double count) when using AdWords and Analytics at the same time for the same conversions, using the same tracking purpose. In this case Finch can segment by conversions and use one code or the other (or pick specifically which of the conversion codes you want us to use for optimization).Please contact Finch when making changes to your conversion setup to ensure that we manage your campaigns accurately.
  • Conversions are not imported retroactively when Analytics is linked to AdWords — they will only show up in AdWords going forward after the integration is done.

How do I know who has access to my account, and how do I manage this?

  1. Log in to your Google AdWords account.
  2. Go to the My Account tab.
  3. Select Account access.

You will see a list of people who have access to your account and their access level.