How to structure a test buy

Short answer: To structure a test buy, start with a modest budget, clearly define your goals, set up tracking, and establish success criteria. Begin with a small, diverse set of placements to test performance, and use the results to decide whether to scale your campaign.

Key points

• Start with a modest budget and clear goals.
• Set up robust tracking to measure performance.
• Test a diverse set of placements.
• Establish clear success criteria.
• Use results to decide whether to scale.

Introduction to Test Buying

Test buying is a crucial step in display advertising, allowing you to evaluate the effectiveness of your campaigns before scaling. It involves a small, controlled investment to gather data on what works and what doesn’t. This guide will walk you through the process of structuring a test buy, from setting a budget to deciding whether to scale.

Setting Your Budget

Begin with a modest budget that reflects your overall advertising goals. A common approach is to allocate around 10-20% of your total campaign budget to the test phase. This allows you to gather meaningful data without risking a significant portion of your budget.

Consider the cost of the placements you are testing and ensure your budget can cover a sufficient duration to gather meaningful data. Remember, the goal is to test, not to achieve full-scale results.

Defining Your Goals

Clearly define what you want to achieve with your test buy. Common goals include:

• Brand awareness
• Lead generation
• Website traffic
• Sales conversion

Your goals will influence the type of placements you choose and the metrics you track. Ensure your goals are specific, measurable, achievable, relevant, and time-bound (SMART).

Choosing Your Placements

Select a diverse set of placements to test. This could include different websites, ad formats, and targeting options. Diversifying your placements helps you understand which channels and formats resonate best with your audience.

Consider factors such as audience demographics, website relevance, and ad format when choosing placements. A mix of high-traffic and niche sites can provide a comprehensive view of performance.

Setting Up Tracking

Robust tracking is essential for a successful test buy. Use tracking tools to monitor key metrics such as:

• Impressions
• Clicks
• Click-through rate (CTR)
• Conversion rate
• Cost per acquisition (CPA)

Ensure your tracking is set up correctly before the campaign goes live. This will allow you to gather accurate data and make informed decisions.

Establishing Success Criteria

Define what success looks like for your test buy. This could be a specific CTR, conversion rate, or CPA. Having clear success criteria will help you evaluate the performance of your placements and determine whether to scale.

Consider both quantitative and qualitative factors when setting success criteria. For example, while a high CTR is desirable, it should also align with your overall campaign goals.

Running the Test

Once your budget, goals, placements, and tracking are in place, launch your test buy. Monitor the campaign closely and make adjustments as needed. However, avoid making too many changes during the test phase, as this can skew your results.

Allow the test to run for a sufficient duration to gather meaningful data. The length of the test will depend on your budget and the nature of your placements.

Evaluating the Results

After the test buy is complete, analyze the data to evaluate performance. Compare the results against your success criteria and consider factors such as audience engagement and cost efficiency.

Identify which placements performed well and which did not. Use this information to refine your strategy and decide whether to scale the campaign.

Deciding Whether to Scale

Based on the results of your test buy, decide whether to scale your campaign. If the results meet or exceed your success criteria, consider increasing your budget and expanding to additional placements.

If the results are not satisfactory, reassess your strategy. This could involve adjusting your placements, targeting, or ad creatives. Remember, a test buy is a learning opportunity, and the insights gained can inform future campaigns.

This article is general information for advertisers, not advice. Prices vary — check the benchmark for your vertical and format, and evaluate any placement against the framework.