Split test for delivery optimization on the internet

When acquiring customers through the Internet, delivery optimization plays a crucial role. The possibility to test different approaches enables you to find the most effective methods for your target audience. This guide will guide you step by step through the process of a split test for delivery optimization.

Key Insights

• Split tests allow for the analysis of different variations of ad groups.
• When optimizing delivery, you can test different KPIs such as landing page views, link clicks, impressions, and daily reachable people.
• Setting maximum bids for each option influences the outcome.
• Flexibility in bidding strategy can maximize the success of your test.

Step 1: Overview of Possible Split Tests

First, it is important to get an overview of the different split test options. In addition to target audience segmentation, you can also test placements and content individually. A structured approach is key to success.

Step 2: Selecting the Target for the Test

For our split test, we now focus on delivery optimization. You can direct traffic to various platforms, be it a website, within an app, via Messenger, or through WhatsApp. Choose the option most relevant for your test.

Step 3: Creating Ad Groups

Now you create your ad groups. The split test typically includes multiple groups, such as Ad Group A and Ad Group B. For each ad group, you now have the opportunity to make specific optimizations.

Step 4: Defining the Test Variables

You have various variables to choose from in order to optimize your split tests. The test variables include:

• Landing Page Views: Targeted at users who land on your landing page and linger there longer.
• Link Clicks: Only users who click on a link are considered, but not necessarily linger there.
• Impressions: This option provides information on how many people have seen your ad at least once.
• Daily Reached Individuals: This metric shows how many different users were reached.

Step 5: Setting Maximum Bids

A crucial step is setting your maximum bid for each of the selected options. Here, you consider what bid you are willing to spend per action.

For example, you may set 50 cents as the maximum for landing page views, while you set 30 cents for link clicks or only 5 cents for impressions. Flexibility in your bidding strategy can have significant impacts on the costs and success of your campaign.

Step 6: Defining the Target Audience

Once all options are configured, you now define your target audience. This step is essential to ensure that your ads are shown to the right people. Selecting the right target audience maximizes the effectiveness of your split test.

Step 7: Completion and Ad Creation

Finally, you can prepare and submit the advertisement. Please note that in the next step you must create the actual ad that you want to test. Ensure that everything is precise and well thought out so that your split tests provide meaningful results.

Summary

You now have a comprehensive overview of conducting a split test for delivery optimization. The steps include selecting test variables, setting a maximum bid, defining the target audience, and the final creation of the ad. These testing methods will help you make informed decisions and make your customer acquisition more efficient.