Profile

Cover photo
Aaron Levy
Works at SEER Interactive
Attended Villanova University
Lives in Philadelphia, PA.
506 followers|9,863 views
AboutPostsPhotosVideos

Stream

Aaron Levy

Shared publicly  - 
 
Really like this idea! 
 
Simulating different split test methodologies:

Suppose you are trying to maximise the number of clicks. You start off with two versions and evenly split impressions between them until each has 1000 impressions.

Next you perform some kind of maths to determine what to do next. Depending on what the maths tells you, you either continue to run the test or you pause one variation and introduce another one. Then you wait 1000 impressions and repeat...

After 10,000 impressions how many clicks will you have? 

Obviously, the answer depends a bit on what maths you do. The chart below shows the result of simulating 100 runs of the above game with six different strategies:

1: If 99% confident then pause the worst ad and add a new one
2. Same as 1. but with 95% confidence
3. 90% confidence
4. 80% confidence
5. Just pick the advert that is performing the best when you look (best observed CTR)
6. Cheat (because this is a simulation we know which version is actually better - so pick that one)

The results of the simulation show that, as long as you can keep up by producing enough new variations, waiting for statistical significance does not improve outcomes.

This result is very surprising to me. I'm sure it is at least partly because my simulation is overly simplistic; if you can precisely define what aspects of real life I'm missing here then I will have a go at coding it up.

Want more stuff like this? I'm starting a mailing list/newsletter http://www.eanalytica.com/subscribe/
1
Add a comment...

Aaron Levy

Shared publicly  - 
 
We're bringing SEER Q & A back to life tomorrow. From noon to 1 EST, SEER's team of brilliant search marketers will answer your every question on our G+ page
1
Add a comment...

Aaron Levy

Shared publicly  - 
 
Great guide from +Russell Savage to help you learn the bare bones basics of scripting. 
I've heard from a few readers that the posts on this blog have inspired them to learn to code. That's awesome! But I've also heard from a few that say they have run into trouble getting through many of the Javascript tutorial...
1
Add a comment...

Aaron Levy

Shared publicly  - 
 
Interesting - dunno if I love AdWords-only modeling (seems like it only looks at one piece of the pie) but interesting none the less.
 
Today, we’re excited to announce the Search Funnels Attribution Modeling Tool. This tool helps you identify keywords, ad groups or campaigns which play a critical role in driving conversions, but may be undervalued using a last-click attribution model.

Consumers now interact with many different ads before converting.  Most advertisers, however, still measure the success of their online advertising on a last-click basis: giving all credit to the single ad that was clicked right before the conversion. 

We've been working to help advertisers better understand this path to purchase, with products like Search Funnels and Attribution Modeling in GA. 

Use this tool to examine five different attribution models in AdWords to better understand how different bids for undervalued keywords can help you reach customers earlier in the purchase journey, driving even more conversions. 

Learn more from this article in our Help Center: http://goo.gl/3Vba7L 

We’re working hard on attribution-related features to help you better measure the value of your AdWords advertising. Stay tuned!

#adwords
2
Brian Swanick's profile photoSteven Jones's profile photoAaron Levy's profile photo
4 comments
 
You make a good point +Brian Swanick, if they just included assisted impressions in Analytics with other traffic sources that we be a better attribution report. And as you say +Aaron Levy channel attribution doesn't make a lot of sense if you're only looking at Adwords campaigns. I think it is a step in the right direction though as assisted impressions were available before but were buried as extra columns you had to add in the main adwords report screen. If anything it will make more advertisers aware of assisted impressions and generate more requests to Google to integrate this into the Analytics multi-channel funnels attribution modeling.
Add a comment...

Aaron Levy

Shared publicly  - 
 
+Katy Pitkin shares some pretty nifty tricks for finding social advertising audiences.
1
Add a comment...
Have him in circles
506 people
Graham Hill's profile photo
Michelle Noonan's profile photo

Aaron Levy

Shared publicly  - 
 
Does anyone have insight on the ROE (return on effort) for getting a Google Trusted Stores badge? Thinking specifically for PLA's. Would love if anyone has a before-after and if the juice is worth the squeeze. 
1
Add a comment...
 
Let's break PPC out of the box and use our mountains and mountains of data for other fun stuff. Phase 1: stalk your audience!
1
Add a comment...

Aaron Levy

Shared publicly  - 
 
Good ROI from PPC, kinda table stakes no? What ELSE do you get from that data??

My audience was a lil too small at eMetrics to truly evangelize, but I'll keep fighting the good fight. Take your PPC team out of the black box. Ask them questions. Have them test things. Buy them beers. Lots and lots of beers. 
1
Add a comment...

Aaron Levy

Shared publicly  - 
 
Sneaky little FB ad from Crazy Egg - surprised this got approved. Curious how it works... 
1
Jeseph Meyers's profile photoAaron Levy's profile photoNico Miceli's profile photo
3 comments
 
I could see this leading to a decent CTR but I don't see it converting on the back end, maybe it's just a ploy to get website visitors to use retargeting, seems like a round about way to do it and still misleading... interesting to say the least
Add a comment...

Aaron Levy

Shared publicly  - 
 
Hey PPC'ers -

We have a client that's fighting for generic keywords. I know Google has an outside agency manage their own AdWords accounts, for transparency, but it's really just money funneling through Google. They're likely protected from a legal standpoint (per their T&C's and letter to the FTC). Here's a link outlining their stance on it, all we've gotten so far: http://www.google.com/competition/qa.html#gsection9

Curious if anyone has ever faced a battle like this and if you had any success getting them out of the competitive space.
1
Brian Swanick's profile photoJeseph Meyers's profile photoAaron Levy's profile photo
3 comments
 
I know this is going on with google hotels as well, assuming real estate is next...
Add a comment...
People
Have him in circles
506 people
Graham Hill's profile photo
Michelle Noonan's profile photo
Work
Occupation
PPC King
Employment
  • SEER Interactive
    SEM Consultant, 2010 - present
  • True Action
    Interactive Marketing Specialist, 2008 - 2010
Places
Map of the places this user has livedMap of the places this user has livedMap of the places this user has lived
Currently
Philadelphia, PA.
Previously
Ithaca, NY.
Links
Contributor to
Story
Introduction
PPC/SEM at SEER Interactive. I like playing outside in the cold. And sometimes the warm too. 

Definitely more active on the twitterz, but will check here from time to time! 
Bragging rights
Arm wrestled a bear once. Didn't win, but I did it.
Education
  • Villanova University
    Marketing & IS, 2004 - 2008
Basic Information
Gender
Male
Apps with Google+ Sign-in