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Jen Arcidicono

Jen Arcidicono is a Senior Analyst at RKG.

Jen's Articles, Blog Posts, Webinars and More

AdWords Brand Ads Shifting to Bottom of SERP Leading to Lower Sales

The benefits of shifting brand ads to the bottom of the SERP seem obvious, but not all traffic is getting captured by the organic listings.

Paid Search Success Metrics by Length of Keyword

If we assume that keyword length is an imperfect-but-still-worthy proxy for the specificity of a phrase, then we’d expect to see a mathematically positive relationship between keyword length and conversion.
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Detecting Significant Changes In Your Data

Sometimes it's tempting to leap to conclusions in paid search. In this cautionary post, we'll provide a tool for testing whether data has changed meaningfully, or whether you're looking at statistical noise.
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Recognizing Signal & Noise in Paid Search

In paid search, metrics often vary in unexpected ways. Unexplained variation is often referred to as “noise.” Noise occurs on top of, and can sometimes cloud our view of, the true underlying pattern, or, the “signal.”