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I would like to begin to do some experiments, but I have some questions before I start.
- How much traffic do I need on a page to do a valid experiment? I would think that I need 100's of page impressions before I draw firm conclusions about a particular arrangement.
- Should I use clicks or earnings as the measure of success? My earnings per click vary a lot, so a new ad might get more clicks but lower earnings. Should I ignore a low epc and assume it will eventually catch up, or is that a sign that the new ad will consistently earn less per click?
- A true scientist would vary everything - number of units, placement, format, and color - independently, but that would make my experiments take forever. What do you suggest?