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 money guessing on what you think will convert? When, instead, you can use software that identifies exactly 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’re manually managing your paid media. The reality is that automation is the future. And DSTI is what empowers our clients to perform.
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Founder & CEO