Summary: This article looks at targeted test development with Google’s DoubleClick Ad Planner for effective website optimiser test results.
In order to understand what attracts website traffic and, eventually, customers who close the sale, it is important to conduct tests or experiments to pinpoint the content and design that influences the purchase decision. Further complicating this understanding of customers and what they want is the fact that there are clearly segments of consumers who want different things. Then, the tests become even more complicated because there has to be a series of tests in order to find what each segment will like the most.
And, if that’s not challenging enough, finding the test audience to run the experiment may be even tougher, especially if your website is not as popular as Facebook or gets the same level of traffic as YouTube. If you could gather some of this necessary intelligence, you could then more effectively undertake targeted test develop with another Google tool, its Website Optimizer experiment where you can determine which elements will most likely optimise your website for the highest levels of traffic and increased conversion rates.
Google’s DoubleClick AdPlanner Audience Segmentation Ideas
That’s when you can turn to DoubleClick Ad Planner to find testing ideas that fit your ideal market segments that you want to target with your website. This company is on a mission to help its clients find the most accurate and telling insights into the demographics, personal tastes, website preferences, and purchase motivations of the online audience segments.
This tool will help you define what types of websites your target audience will most likely visit, identify and look at websites that are relevant to them, and access unique page views and other data for millions of websites that are found across 40 countries. This tool truly offers some valuable intelligence that can help you target your test development for an optimised website.
To get started, simply sign into DoubleClick Ad Planner using an existing account or create a new one if you have never had any type of Google account before. From there, step one involves creating a new media plan by going to the research tab and then selecting the research by audience tab, which gives you options by geography (country and then state or province), demographics (gender, age, education, and household income), online activity, interests, and ranking method.
Benchmarking the Favourite Websites
The results are what Google calls a Website Testing Inspiration table. This is a list of the websites that your intended target audience looks at and likes to revisit regularly. Take 10-20 of these sites and begin analysing them for what seems to be similar amongst all them. For example, it could be the colour, the layout, the structure of the pages, the content, or any combination of these elements.
Next Steps: Begin Preparing for Google Website Optimizer Experiment
The various standout differences from these websites can serve as the basis for your variables testing that will be undertaken within the Google Website Optimizer experiment. Here, you will create a number of variable pages from which you can test various reactions in order to ascertain which variables maximize audience attraction and conversion.
- Part 1: Planning Your Experiment with Google’s Website Optimiser Tool
- Part 2: Conducting an A/B Experiment with Google’s Website Optimiser
- Part 3: Undertaking a Multivariate Experiment with Google’s Website Optimiser
- Part 4: Completing a Google Website Optimiser Experiment and Understand the Results
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