Can AAM split traffic based on 1 segment for paid display?

[KCTDOT17]

Hi all - I'm pretty sure the answer is no but I wanted to double check with y'all!  I have one AAM segment that I want to be able to split out traffic evening (i.e. 50% to one set of visitors and the other 50% to another set of visitors) for our display ads.

The reason I'm asking is we want to test out 2 creatives at the same time but with a different set of visitors at the same time.

Thanks in advance.

[costi_muraru · Accepted solution]

Hey kctdot17​,

Have a look at the Audience Lab feature in Adobe Audience Manager: Audience Lab

It allows you to split the population in a base segment into multiple sub-segments, which you can then activate as you see fit. For instance, if you split 50% - 50% you will have two sub segments which you can send to one or more DSPs.

It is mainly used to test two DSPs and see which one give you more conversions, but I'm thinking it can also solve your use case where you want to test 2 creatives inside the same DSP.

Cheers,

Constantin

Computer Scientist | Audience Manager | Adobe

[KCTDOT17]

Thanks costi.muraru!  For the conversion traits, is it literally as it sounds - pick a trait that can be identified as a visitor converting?  I'm thinking of using an 'application complete' type trait.

[costi_muraru]

Hey kctdot17,

Yes. The trait needs to be marked as conversion in the Event Type, but other than that you have full liberty to decide what a conversion means for you. The "application complete" sounds interesting - what do you have in mind there more precisely?

Also, if you want to test 2 DSPs (or 2 creatives), it's recommended that you test them against a base line (a subset of the population that don't see any of the ads). In this way, you can get better insights onto how well your campaign is working. For instance, suppose BaseLine leads to 1000 conversions, Creative1Group 900 conversions and Creative2Group 1300 conversions. You will notice that Creative1 actually slows down conversions, while Creative2 offers a boost.

Cheers,

Constantin

Computer Scientist | Audience Manager | Adobe

[KCTDOT17]

Hi costi.muraru,

I'm not sure if I'm using the right trait for the conversion trait - the reason I'm thinking of using the 'application complete' is because when a visitor completes the application, I consider that a converted customer.  Am I on the right track?  Or am I supposed to pick a trait (multiple traits in segment) within the segment I'm currently testing?  TIA!

[costi_muraru]

No need to pick a trait from the actual segment. You can pick any conversion trait that you have defined.

Cheers,

Constantin

Computer Scientist | Audience Manager | Adobe