Bjorn Espenes CEO and Co-founder FINCH The environment of the paid search industry changes at the incredible rate. Google has made more changes in AdWords over the last 2 years than in the 15 years previously. The complexity thus increases into the immeasurable and the times of Excel tables and the use of tools is over. Programmatic Advertising is also present in the search industry, and Fiinch is an absolute pioneer.

2. 5 Ways
ProgrammaticWILL
CHANGE
THEPAID SEARCH
INDUSTRY
www.finch.com

3. finch.com @bjornespenesfinch.com
THE OPPORTUNITY
Google has
http://www.internetlivestats.com/google-search-statistics/
5 BILLION
Searches per day

4. finch.com @bjornespenesfinch.com
THE MARKETPLACE
1 POTENTIAL BUYER MANY SELLERS

5. WHAT PROGRAMMATIC SOLVES
Lack of time and
resources
Complexity from
Google features
Complexity from
too much data
Complexity of
execution
Increased
competition

6. #1
Exponential Complexity

7. finch.com @bjornespenes
#1: EXPONENTIAL COMPLEXITYCLICK VARIATIONS
USER PROFILEKEYWORDS MATCH TYPES DEVICES
MULTIPLIERS
INSTANCES
*Each instance has a unique cost/revenue/profit history
10,000 4 3 5
40,000 120,000 600,000

8. finch.com @bjornespenes
#1: EXPONENTIAL COMPLEXITY
UNIQUE CLICK PROFILE
CLICK PROFILE
Match type
Revenue history
Cost history
Conversion rate
Device type
Past site visits
Location
USER
DATA
KEYWORD
DATA
+ = red shoes

9. #2
Campaign Structure

10. finch.com @bjornespenes
DATA ORGANIZATION
Ad groups
Single Keyword
EXACT PHRASE BROAD+ BROAD
#2: Campaign Structure

11. finch.com @bjornespenes
GRANULAR DATA
SEARCHCAMPAIGN
KEYWORD
ADGROUPADGROUPADGROUPADGROUP
EXACTPHRASEBROAD+BROAD
Cost
Conv %
Rev History
Max CPC
Bid Modifiers
Mobile
Re-marketing
$100
5.00%
$500.00
$5.00
N/A
+300%
$15
Cost
Conv %
Rev History
Max CPC
Bid Modifiers
Mobile
Re-marketing
$100
1.00%
$500.00
$1.00
N/A
N/A
$1
Cost
Conv %
Rev History
Max CPC
Bid Modifiers
Mobile
Re-marketing
$100
3.00%
$500.00
$3.00
200%
N/A
$8
Cost
Conv %
Rev History
Max CPC
Bid Modifiers
Mobile
Re-marketing
$100
.25%
$500.00
$.25
N/A
+150%
38¢
#2: Campaign Structure

12. #3
Keyword Management

13. finch.com @bjornespenes
GROW MARKET REACH #3: Keyword Management
Revenue Keywords Profit
Q1 Q2 Q3 Q4 | Q1 Q2 Q3 Q4 | Q1 Q2 Q3

14. finch.com @bjornespenes
DYNAMIC SEARCH TERM INSERTION
Converse red shoes
white shoes
red shoes
black shoes
comfortable shoes
inexpensive shoes
high top shoes
{KeyWord} list
Great Red Shoes
The Perfect Shoe At the Best Price.
Shoes in Every Color - Act Now!
allsortsofshoes.com/fakeurl
#3: Keyword Management

15. finch.com @bjornespenes
XML FEEDS
Product information:
All Star high tops
Brand: Converse
Price: $35.99
Color: red
Size: mens 12
Materials:
cotton upper
leather bottom
Style: Chuck Taylors
Model: All star
Use: basketball
UPC: 0 12345 67890 1
#3: Keyword Management
red shoes

16. #4
Quality Score

17. finch.com @bjornespenes
HOW ADWORDS WORKS
CTR
Quality
Score
Ad
Rank
#4: Quality Score

18. finch.com @bjornespenes
IMPACT ON AD RANK
Bid
50%
Other
<10%
QUALITY
SCORE
>40%
#4: Quality Score

19. finch.com @bjornespenes
WHAT IS QUALITY SCORE
Max CPC
Ad Rank
Quality Score
COST
CPA
CPV
Two engines at work
#4: Quality Score

20. finch.com @bjornespenes
GOOGLE WHEEL OF GOODNESS
Each piece is part of a
unique click profile that is
established each time a
prospective customer hits
enter in Google’s search box.
HIGHER
BID
HIGHER
POSITION
HIGHER
CTR
HIGHER
QUALITY
SCORE
HIGHER
AD RANK
HIGHER
CONVERSION
RATE
Google Wheel of
Goodness
#4: Quality Score

21. finch.com @bjornespenes
EXECUTION AT WORK
EXACT PHRASE BROAD+ BROAD
5% 3% 2% 0.25%
Conversion
Rate
THE GOLDEN CLICK!
#4: Quality Score
Ad Group

22. finch.com @bjornespenes
CASE STUDY: Match Type Strategy
Exact Match Increased 358% YoY

23. #5
Attribution

24. finch.com @bjornespenes
WHAT IS ATTRIBUTION #5: Attribution
FEBRUARY
How do you know where to
spend money to improve
performance?
Where are you looking
to know how your
PPC is performing?

25. finch.com @bjornespenes
AN EXAMPLE
Last click
Last ad click
Cross device
Last ad click
Cross device
Phone
calls
Off-line
Last ad click
Cross device
Phone
calls
$1,000
$2,000
AttributedRevenues
$1.00
Max cost per click
based on 10% cost of
revenue target;
1% conversion rate
$2.00
$1.75
$1.55
$1.35
MaxCPC
Google
Analytics
Google AdWords
(all-conversions)
#5: Attribution

26. finch.com @bjornespenes
ATTRIBUTION MODELS #5: Attribution
Last Click First ClickLinear Position-basedTime Decay
Conservative Growth-oriented

27. WHAT PROGRAMMATIC SOLVES
Lack of time and
resources
Complexity from
Google features
Complexity from
too much data
Complexity of
execution
Increased
competition
REVIEW

28. Results

30. finch.com @bjornespenes
CASE STUDY: Match Type Strategy
Exact Match Increased 358% YoY

31. finch.com @bjornespenes
CASE STUDY: Average CPC vs. Match Type

32. finch.com @bjornespenes
CASE STUDY: CPA vs. Match Type

33. Programmatic Paid Search
www.finch.com
Best Shopping Performance
2016
Let’s Connect! in/bjornespenes @bjornespenes
Questions?