1. Granular Structure
Granularity is the basis for Finch’s campaign architecture. The Finch platform gives each keyword its own ad group. By creating single keyword ad groups, the platform can be very specific about the performance of each keyword. This means that the system has ultimate control of bid modifiers, ads and match types for every keyword individually. By doing this, more data can be captured and utilized to achieve the best performance possible. Nowadays, campaigns are very complex with tens of thousands of keywords. It becomes quite obvious that these huge amounts of data can no longer be managed manually.
2. Automated Bidding
The end goal for every PPC campaign should be to generate as much profit (or revenue) as possible based on defined cost. This means it is not about click volume or a high amount of impressions; instead, it’s about finding the balance between ad position, click costs, and the value of each click. When we are no longer bidding for one keyword but for hundreds or thousands of keywords, it becomes absolutely necessary to use a programmatic software. Additionally, our software analyzes each keyword’s performance based on the different device types, user profile, and remarketing lists and bids separately for them.
When bidding, the software also considers conversion lags. If you run a PPC campaign in a vertical that is characterized by research on the customer’s side and long purchase cycles, the time between the first click and the actual conversion can differ by many days or weeks or even months. To bid in an optimal way, the software includes historical data of these conversion lags and projects total conversion numbers into the present and future.
3. Dynamic Search Term Insertion (DSTI)
Companies want to grow and increase their revenue and profit. This means that keyword banks need to be expanded once the existing keywords reached its limits. Finch has a system that automatically analyses search terms that have converted in the past and expands the existing keywords safely and effectively by adding these keywords as exact match. We call it dynamic search term insertion, or DSTI. When utilizing this feature the PPC campaign is more efficient and buys cheaper traffic for these specific search terms. The budget that is saved can be invested in more traffic and growth again. This activity can be done manually, but again, the size of most keyword banks makes this task a very inefficient use of time and very overwhelming.
These are three examples of automation that positively impact the clients we work with. These clearly show how software is used to manage and boost performance in a way it can’t be effectively done manually. Finch is very proud to offer a programmatic system that manages and maximizes profit in Google Ads campaigns. It is the key to success in today’s PPC landscape.