How to Choose a Location-Based Audience: Testing

    How to Choose a Location-Based Audience: Testing

    920 549 Jolene Wiggins

    Testing Your Audience(s)

    Throughout this series we’ve referred to selected ‘audiences’ and not a single ‘audience’. That’s because no matter how carefully you choose your location-based audiences, you will still want to test your campaign before committing to just one audience or vendor. So, always kick off your advertising campaign with a short test period (and a small test budget) that can be used to validate the performance of your top audience choices.

    Even if you’ve carefully vetted the location data used to build your selected audiences, there can be variances in audience composition. These variances between audiences impact the effectiveness of your ad campaign. For example, a retail wine chain recently tested three of our location-based audiences in support of a new campaign; the audiences selected were ‘Wine Lovers’, ‘Beer Lovers’ and ‘Happy Hour Adventurers’. Two of the audiences performed strongly, while the third proved to be less of a fit.

    Which of these audiences would you expect to perform better (or worse), and why?

    Without a test plan, there’s no way to tell ahead of time which audience or audiences will perform well. You might expect the most directly-relevant audience – in this case, ‘Wine Lovers’ – to outperform all others.  That may indeed be the case, but the best location-based audience for your campaign is not always the obvious choice. Other off-the-shelf audiences, like ‘Foodies’, may have proven just as effective at reaching wine drinkers.

    Although testing adds a week or two to your campaign timeline, there’s no better way to ensure the performance of your location-based audience(s) and to maximize the return on your marketing investment. Testing allows you to confirm the both the quality of the underlying data and the performance of your selected audiences prior to a full campaign rollout. It also allows you to allocate the balance of your campaign budget toward the audience(s) that perform best under real-world conditions.

    Keep in mind that audience composition can change over time, so it may be necessary to repeat your tests in the future. But when you plan for a test ahead of time, you can launch your advertising campaign with confidence.

    • Have I set aside time and budget for a test campaign?


    • Am I testing a set of audiences likely to perform well?


    • Are there other audiences that I might consider?

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