When you’re working on paid search, Audience Testing is the only way you can gauge user engagement and campaign success. If there’s a way to lower the cost-per-click while generating more leads, you’ll find it through performance testing. If you’re hesitant to perform tests because the results might not be successful, one solution may be to test audiences. Here’s what you need to know about free audience testing with paid search.
How To Get Started
It’s quite common to be hesitant when it comes to running tests. Tests provide valuable information on whether your campaign will be successful or not, which means that one outcome may be a drop in performance. However, once you start to feel more comfortable with testing audiences, you’ll find it’s easy to execute and involves very little risk.
Before publishing your tests, you need to change the platform settings to Observation, so that Google knows that you’re observing and not directly targeting an audience. This allows you to start gathering the data you need, without impacting the performance of the campaign.
If you change your paid search campaign settings to Target, you’re asking Google to target users within your audience – which could be age group, gender, income, interests or browsing history. However, actively targeting different audiences should only be completed once you have tested and assessed performance via observation first.
You can test your campaign on as many audiences as possible, if it means it will provide more information on who your audience is, what they like, and what they’re looking for. Test it on the following audiences:
- In-market audiences
- Similar audiences
- Basic demographics – age, gender, income level, location
- Detailed demographics – marital status, parent status, education level, homeowner status, etc.
- Remarketing audiences – Site visitors and email lists
Gather The Data
With the data, Google can start sorting users into bracketed groups. Although Google might not be able to place every person in the target audience in a group, it will be able to pick up on trends. If you’re running audience testing, it should run for a few months, so that you can gather enough data to work with.
How To Apply Your Findings
Because you have multiple audiences being tested, you could use your findings to see where the various groups are similar or different, and where the trends are. Using the data from the past few months, you’ll get a clear idea of who qualifies for your service, and who doesn’t.
You’ll also be able to tell where your campaign is lacking. With the data you received, you can make changes where they need to be, to provide better results or generate the leads you’re looking for.
Now that you know how to test audiences for free, you should do it for every paid search campaign that you run. The test audiences strategy provides tons of valuable data about your audiences that you can use to your advantage. Remember, the more testing you do, the better the results will be, so get testing.
To learn more, talk to the Team at Sprocket Digital.