DoubleClick Ad Planner and Website Optimizer: How to create targeted tests

This post show a way to use DoubleClick Ad Planner to research for testing ideas that'll be tailor made to segments you're trying to target in your website. To understand the process, we'll use eMetrics Summit San Francisco conference 2011, that targets marketing managers, web analysts and business intelligence experts trying to understand how to […]

This post show a way to use DoubleClick Ad Planner to research for testing ideas that'll be tailor made to segments you're trying to target in your website. To understand the process, we'll use eMetrics Summit San Francisco conference 2011, that targets marketing managers, web analysts and business intelligence experts trying to understand how to increase return on online investments. Here's how to find the tastes &preferences of this audience:

  • Sign into DoubleClick Ad Planner, create Media plan
  • Go to Research tab, choose Research by Audience secondary tab
  • Choose among various segmentation options in order to narrow audience and websites they visit. Below are segments chosen for eMetrics San Francisco audience:

Below is a screenshot from DoubleClick Ad Planner showing all the segmenting options and the audience created above. We can call the list created below "Website Testing Inspiration"

Getting Ideas for Your Test: Creating Targeted Tests using DoubleClick Ad Planner and Website Optimizer