1. How to create business growth from your AdWords program
Market expansion Edition

2. Introduction
Bjorn Espenes
Co-Founder & CEO
About Finch
Founded 2009
Programmatic advertising solutions for:
- eCommerce sites
- Lead generation - CRM integration
Global company
350+ clients
Fast growing - #145 on Inc 500 (2013)
Certified Google Partner

4. Your market size = total keywords * impression volume

5. Challenges to growing your market size:
1. Which keywords to add?
2. Managing the cost of the new keywords

6. 4 steps to growing your market size without breaking the bank
1. User generated search terms (capture what users type into the searchbox that
results in a conversion)
2. Product/Service catalog inclusion (ties in the complete product catalog a company
has listed on their website and creates keywords from fields on the product details
page (sample on slide #8)
3. Competitive gap analysis (here is a sample graphic we use in the audit)
4. Selected manual insertions (manual labor….)

7. 1. Dynamic Search Term Insertion
- Non-exact match conversion terms (and organic search terms)
- Keyword details report (here is a screenshot from the AdWords UI)
- Create filter to show search terms that have resulted in a conversion, then add these as
exact match for next time. Repeat this process often for best results.
- Add keyword
- Adds to the existing ad group
- Carries the Max CPC from the AdGroup
- >> Explain these please (so I can help illustrate if possible)
- This is the steps following clicking on the Add as keyword button in the illustration above

8. 2. Product catalog inclusion
- Product specific keywords have higher conversion rates
- 4 keywords identified to be included
- Combine with DSTI and this becomes VERY powerful
- Set Max CPC based on product price/margin and conversion rate
- Manual, batch or dynamic XML feed

9. 3. Competitive gap analysis
- Use a service like www.semrush.com to access competitive data
- Look for search volume and CPC
- Label all keywords by source (i.e. SEMrush)
- Sequence insertion into campaigns to manage costs

10. 4. Manual keyword insertions
- Negative keywords:
- Keyword details report
- Be very careful, it is a binary decision
- Extremely powerful if used right
- Keyword expansion
- Ad hoc and very limited need...

11. Putting it all together

13. Bonus: put your keyword expansion on steroids
Drive Quality Score to increase revenues/conversion and reduce cost!

14. Google Confidential and Proprietary
Market expansion:
Expanding keyword coverage while managing cost control:
Original keywords (100%
57.46%
Dynamic insertion
29.56%
Dynamic insertion Shop
2.35%
Product catalog XML feed 6.99%
Manual insertion by client 3.62%
Case study:
Financial performance:
● Profit per day increased by 16.46%
● Revenues increased 67% and Cost increased 251%

16. Summary
1. Market size expansion = growth
2. Challenge is finding keywords and $ risk
3. 4 step process to ensure full coverage:
a. User generated search terms
b. Product/Service catalog inclusion
c. Competitive gap analysis
d. Manual labor
4. Match type matters a lot

17. How can we grow your company?
Register for the most comprehensive audit
analysis to discover the growth opportunities in
your AdWords program.