Details on how to set up a comparative test in Google Ad Manager to measure the success of your Permutive first-party audiences.
Generating a case study to measure the performance of an audience against contextual, run of site or third-party cohort can help convert an advertiser to trial a campaign using first-party cohorts rather than the above methods.
Defining Test Criteria
For the comparative audience, decide whether you are testing against
- Contextual: Nothing needs to be set up here. The contextual criteria should be defined when setting up the line item in Google Ad Manager.
- Run of site (ROS): Nothing needs to be set up here. The run of site criteria should be defined when setting up the line item in Google Ad Manager.
- Third-party cohort: Please follow this documentation on how to set up a cohort using third-party data. Ensure the cohort is activated in Google Ad Manager.
Setting-up the Test
Once your testing criteria is defined and has been activated in Google Ad Manager, you can begin setting up the campaign.
When setting-up comparative tests in Google Ad Manager, it is important that you do not compare a first-party line item against a contextual/ROS/third-party line item at the same time. This is due to Google's algorithm which may impede delivery if one line item is performing better than the other.
For this reason, we suggest beginning with a line item running on a first-party audience, waiting a length of time (eg. a week) and then switching to the comparative criteria. During this time you should monitor impression delivery and CTR to compare after the test has concluded.
1. Select 'New order' in the 'Delivery' > 'Orders' tab in GAM
2. Enter the admin criteria (eg Name, Advertiser etc) and select 'Add Line Item'
3. Select the 'Display' Ad type
4. Set up the admin criteria for the line item (Name, Line item type, Expected creatives etc)
5. When you reach the 'Ad targeting' section, select 'Customised targeting' > 'Select' > permutive is any of [testing first-party cohort]. At this point, you can either search for the Permutive cohort code or the cohort name.
6. Define other targeting criteria (eg. Geography, Device etc) and hit 'Save'
Running the Test
1. Once your line item and creative are ready to go, begin the test and monitor the impressions delivered, clicks and CTR every day for your chosen time period (eg. a week).
2. After the chosen time period has passed, create a new line item with the same criteria, but instead of targeting your Permutive first-party audience, change your 'Customised targeting' to your comparative criteria (contextual, ROS or third-party). Remember to stop the first-line item from delivering before setting the second line item live.
3. Once your comparative line item and creative are ready to go, begin the test and monitor the impressions delivered, clicks and CTR every day for your chosen time period (eg. a week).
4. After the test has concluded, compare your results.
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