Relevant news, random thoughts, and infrequent rants. Calling it the way we see it, simply because we can.

Apr 17, 2014

Amazon Thesis Part 1

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The views expressed below are my own and should not be considered as advice or anything other than what they are – ramblings by an amateur investor with too much time on his hands.


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Apr 7, 2014

The Two-Proportion Z-Test for AB Testing

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This will be the first of a few posts about AB testing. The Two-proportion Z-test is something that everyone working with websites and internet marketing should have down cold. Like the name of the test implies, this test is used to test two proportions, or fractions. Two immediately obvious uses of this test are: A/B ad testing for click-through-rates and A/B landing page testing for conversion rates.


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Apr 1, 2014

The Cost of Equity

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I will be the first to admit I am not an expert in finance. I have struggled to fully comprehend many of fundamental concepts and theories that are widely-accepted and (probably) widely-used in actual financial institutions. I’ve never worked in finance. I’m just a lowly econ major who happened to pass the first CFA exam a few months ago. In this piece I will focus my attention on one of the many “cornerstones” of finance that just doesn’t really make sense to me – the weighted average cost of capital (WACC).

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Mar 14, 2014

The New Look of Google SERPs

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Google recently altered a few elements in the design of their SERPs, and I’m guessing that anyone reading this blog has already noticed. The two major design changes are: the titles/headlines in both paid search ads and organic results are no longer underlined, and the light beige background behind the paid search ads no longer exists. Now, paid ads are denoted by the little orange box that says “Ad”


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Aug 21, 2012

CJES – C&J Energy Services Thesis

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There are a lot of moving parts here; taken together they created a perfect storm for the United States land-based fracking market. CJES’s share price reflects the extremely pessimistic sentiment, which I believe has created an opportunity.

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Jul 31, 2012

Google Upgrades Remarketing

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Last Friday, July 27, Google announced a number of updates to its Remarketing program – which you can read more about here.

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Jul 28, 2012

Now Building Banner Ads

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As part of the roll-out of our expanded service lineup, we’re now able to build banner ads for our clients engaged in Display/Content and Remarketing. Just a couple of things I wanted to shed some light on. To those of you in the know, Gargoyle Consulting was formed over a year ago as a pure-play SEO & PPC management company. While we didn’t previously create banner ads, we did manage the optimization for display/content/remarketing accounts.

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Jul 26, 2012

Google’s Q2 2012 Conference Call

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Like our GOOG Q1 2012 conference call post, we’ll start of by saying that none of us own Google shares or Google debt. This is not about whether Google makes for a good investment or not, rather it is intended to highlight some of the more interesting aspects of the conference call and financial results, released July 19, 2012.

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Jul 16, 2012

Product Listing Ads – Now Mobile

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Last Friday Google announced it had implemented its Google Shopping ads (aka Product Listing ads) within smart phone and tablet SERPs. This comes on the heels of last month’s announcement that Product Listing ads on Google Shopping will no longer be free. Indeed, it seems like a pretty well-thought-out strategy to help monetize mobile traffic – particularly on smart phones.

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Jul 9, 2012

Behold: The New Gargoyle

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Well, it’s been a year since Gargoyle Consulting LLC was founded. Over this time, we’ve established some awesome relationships with some awesome clients, gone through 3 website makeovers, added 2 members to our team (Jesse & Eric), and expanded the number of services we offer by a factor of 3, to name a few highlights. We learned a lot in our first year working together, and our excitement about our future is tough to overstate.

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