Comments on: Moe, Larry, Curly & Google’s Quality Score Calculation http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/ Discussion of Online Marketing, SEM, Social Media, Mobile and Video, Micro-Content, and Affiliate Marketing Thu, 09 Feb 2012 21:59:00 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Andreas Dzumla http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3930 Andreas Dzumla Mon, 05 Mar 2007 18:14:24 +0000 http://revenews.contentrobot.com/?p=825#comment-3930 just stumbled about this when looking up what people think and write about QBB. Fantastic summary!! just stumbled about this when looking up what people think and write about QBB. Fantastic summary!!

]]> By: David Andrews http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3929 David Andrews Tue, 12 Dec 2006 19:07:17 +0000 http://revenews.contentrobot.com/?p=825#comment-3929 Hi Chris, Thanks for the comment. If you want to figure it out I have some general ideas. First, I am assuming that you are referring to the smoothing factor not necessarily a decay rate or the time for an old value's contribution to shrink in half which can be imputed from a smoothing factor. The way I would consider doing it is, as follows (and this is just a high level view): 1. Set up two different brand new AdWords accounts with no account history. 2. I would consider setting up a 'fake' keyword that nobody advertises on such as: 'ASDFGLMD' exact match so you can control impressions, CTR, and monitor the effect of one variable at a time. 3. Generate two different levels of click activity, measure results, change click activity, and you could probably could empirically back into some type of 1/2 life. I would also suspect that the 1/2 life factor could also be a function of the competitiveness of the marketplace and search volume. If you view the PPC market as being analogous to a financial market, a highly competitive, high volume keyword space is going to have to factor in information much more quickly than a low volume, less competitive keyword space. Best, David Hi Chris,

Thanks for the comment.

If you want to figure it out I have some general ideas. First, I am assuming that you are referring to the smoothing factor not necessarily a decay rate or the time for an old value's contribution to shrink in half which can be imputed from a smoothing factor.

The way I would consider doing it is, as follows (and this is just a high level view):

1. Set up two different brand new AdWords accounts with no account history.
2. I would consider setting up a 'fake' keyword that nobody advertises on such as: 'ASDFGLMD' exact match so you can control impressions, CTR, and monitor the effect of one variable at a time.
3. Generate two different levels of click activity, measure results, change click activity, and you could probably could empirically back into some type of 1/2 life.

I would also suspect that the 1/2 life factor could also be a function of the competitiveness of the marketplace and search volume. If you view the PPC market as being analogous to a financial market, a highly competitive, high volume keyword space is going to have to factor in information much more quickly than a low volume, less competitive keyword space.

Best,

David

]]> By: Chris Zaharias http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3928 Chris Zaharias Tue, 12 Dec 2006 15:58:53 +0000 http://revenews.contentrobot.com/?p=825#comment-3928 We use exponential moving averages as well for both our click and revenue recency models. The question we need to find out is *what half-life does Google use for its CTR history EMA*? Anyone have any thoughts? We use exponential moving averages as well for both our click and revenue recency models. The question we need to find out is *what half-life does Google use for its CTR history EMA*?

Anyone have any thoughts?

]]> By: Carsten Cumbrowski http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3927 Carsten Cumbrowski Sat, 02 Dec 2006 03:05:36 +0000 http://revenews.contentrobot.com/?p=825#comment-3927 Great Post David. I am looking forward to the second part. Quite heavy for the end of the week, but I like it when the head smokes :) I came across the mentioning of BAYESIAN PROBABILITY several times in combination with almost ever area of Internet marketing. Can you recommend any related reading that can provide a basic understanding of the mathematical principles and if possible relate to or uses Internet marketing as practical examples? If it is related to Internet marketing then I would have something to relate to as somebody who was doing quite good in math at school, but not made his masters in higher mathematics :) I'd appreciate it. Cheers, Carsten Great Post David. I am looking forward to the second part. Quite heavy for the end of the week, but I like it when the head smokes :)

I came across the mentioning of BAYESIAN PROBABILITY several times in combination with almost ever area of Internet marketing.

Can you recommend any related reading that can provide a basic understanding of the mathematical principles and if possible relate to or uses Internet marketing as practical examples?

If it is related to Internet marketing then I would have something to relate to as somebody who was doing quite good in math at school, but not made his masters in higher mathematics :)

I'd appreciate it.
Cheers,
Carsten

]]> By: Ryan http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3926 Ryan Fri, 01 Dec 2006 15:39:48 +0000 http://revenews.contentrobot.com/?p=825#comment-3926 Nice research. As ppc continues to evolve and grow, advertisers will and should demand this information from G and Yhoo. One of these days those guys are going to realize that transparency is the key to longevity with advertisers and publishers both. Nice research. As ppc continues to evolve and grow, advertisers will and should demand this information from G and Yhoo. One of these days those guys are going to realize that transparency is the key to longevity with advertisers and publishers both.

]]> By: Jason http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3925 Jason Fri, 01 Dec 2006 15:26:49 +0000 http://revenews.contentrobot.com/?p=825#comment-3925 It's refreshing to see that someone has (finally) stepped up and brought this blog some meaningful content (in layman's terms with cited references) on a relevant topic. Keep it up! It's refreshing to see that someone has (finally) stepped up and brought this blog some meaningful content (in layman's terms with cited references) on a relevant topic. Keep it up!

]]> By: Jeremy http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3924 Jeremy Fri, 01 Dec 2006 15:12:04 +0000 http://revenews.contentrobot.com/?p=825#comment-3924 Good summation of information. With all the various hints and allegations floating around about this topic, it's nice to see a concise and cogent breakdown. Hopefully pressure from articles like this will lead both Google and Yahoo to be more forthcoming about the algorithms used to make quality decisions. Good summation of information. With all the various hints and allegations floating around about this topic, it's nice to see a concise and cogent breakdown.

Hopefully pressure from articles like this will lead both Google and Yahoo to be more forthcoming about the algorithms used to make quality decisions.

]]> By: Steve Shubitz http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3923 Steve Shubitz Fri, 01 Dec 2006 11:04:30 +0000 http://revenews.contentrobot.com/?p=825#comment-3923 Ditto! OUTSTANDING work. The BEST single piece I have ever read on this topic. Best of all, you have real world Wall Street experience which adds significant credence to your thoughts. :) Ditto! OUTSTANDING work. The BEST single piece I have ever read on this topic.

Best of all, you have real world Wall Street experience which adds significant credence to your thoughts.
:)

]]> By: Loren http://www.revenews.com/search-engine-marketing/moe-larry-curly-googles-quality-score-calculation/#comment-3922 Loren Fri, 01 Dec 2006 09:33:02 +0000 http://revenews.contentrobot.com/?p=825#comment-3922 Great article, David. This is great information for anyone advertising on Google, and probably Yahoo once Panama is released. The thing that is so frustrating for an advertiser is that Google does not make this information readily available, especially to the small guys only spending a couple thousand a month in PPC advertising. I don't think advertisers are opposed to Q scores, especially if they prove to make the user experience better and conversion rates go up, just let us know how we can make our sites and ads better to improve the Q score! The black box mentality of Google is very frustrating. Great research on this, David. Great article, David. This is great information for anyone advertising on Google, and probably Yahoo once Panama is released. The thing that is so frustrating for an advertiser is that Google does not make this information readily available, especially to the small guys only spending a couple thousand a month in PPC advertising. I don't think advertisers are opposed to Q scores, especially if they prove to make the user experience better and conversion rates go up, just let us know how we can make our sites and ads better to improve the Q score! The black box mentality of Google is very frustrating. Great research on this, David.

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