User Groups

You can use user groups to perform A/B tests.

A/B tests are experiments that help you evaluate various optimization strategies (such as creative elements, bidding, and targeting). The user group features makes these experiments possible by dividing the entire pool of users that DSP reaches into buckets that you can target with different line items. Then, after running the test, you can analyze the performance by comparing the metrics of the line items that target the buckets.

For example, you could A/B test the following:

  • Headlines, creatives, ad copy, or calls to action against each other to see which one performs best.
  • Bid prices, to see which bid yields the most clicks or conversions.

Important

To run an A/B test, create one line for each user group (or group of user groups) that you want to target. Each experiment requires at least 2 lines.

Choose the Campaign Elements to Test

In choosing which campaign elements to test, think about areas of your campaign with which you want to experiment to improve lift, reach or conversions or get the most value for your bids. For each area, think about the percentage of users you want to send to each element you test.

The next sections include example A/B tests for creatives, background colors, and bid prices:

  • creatives
  • background-colors
  • bid-prices

Creatives

This A/B test looks at two different creatives to see which one gets the best response rate. The two creatives are new, so the test sends an equal amount of traffic to each of the ads containing the creatives.

test-creatives

To emulate this example, set up the following:

  • User Group Name: Creatives
  • Subgroups: Creative A and Creative B
  • Percentages: 50% to each group

Background Colors

This A/B test looks at three different background colors to see which one gets the best response rate. The test sends and equal amount of traffic to each of the ads containing the background colors.

test-colors

To emulate this example, set up the following:

  • User Group Name: Background Colors
  • Subgroups: Red Background, Green Background, and Blue Background
  • Percentages: 33% to each group

Bid Prices

This A/B test looks at two different bid pricing options see if a higher bid price translates to better performance. To reduce the risk, the advertiser wants to try out the higher bid on a small portion of traffic. The advertiser usually bids $1.00, but wants to experiment with a higher, $2.00. price by sending 90% of the traffic to the ad spaces for the lower priced bid and 10% to the higher bid ad spaces.

test-bids

To emulate this example, set up the following:

  • User Group Name: Bid Price
  • Subgroups: Higher Bid Bucket, Lower Bid Bucket
  • Percentages: 10% to Higher Bid Bucket and 90% to Lower Bid Bucket

Create a New User Group

Create user groups to perform A/B tests. Each user group has sub-groups. The Sub-groups are the campaign elements you want to test.

To create a new user group:

  1. On the User Groups page, click the New Usergroup button.
new-usergroup-button

You see the New User Group page.

new-user-group-page
  1. Configure the user group settings. To see the list of settings you can configure, check out this section: user-group-settings for details.

Edit a User Group

After you create a user group, you can go back and edit it.

To edit a user group:

  1. On the User Groups page, select the name of the user group you want to edit.
select-user-group
  1. Configure the user group settings. To see the list of settings you can configure, check out this section: user-group-settings for details.

User Group Settings

When you create or edit a user group, you can configure the following:

  1. Type a name for the user group. The name should reflect the type of A/B test the user group is designed for.
user-group-name
  1. Type names for the sub-groups. Each sub-group represents a set of users against which you can test a specific strategy.
sub-group-names
  1. To add another subgroup, click the Add Sub-Group link.
sub-group-link
  1. Enter numbers to set the percentage of traffic you want to direct to each sub-group. The sum of the traffic percentages for a user group’s sub-groups needs to add up to 100%.
traffic-percentage
  1. Click Save User Group.

Target a User Group

For information about targeting user groups, check out User Groups.