One of the main reasons the conversion experts at Brooks Bell love Adobe Test&Target is its advanced targeting ability. There are five different levels, providing the capacity to be very specific with each and every campaign.
A challenge that some of our Adobe Test&Target clients have is that they don’t fully understand how to make targeting work for them. To bring some clarity to this awesome yet complicated concept, we’ve mapped it out.
To illustrate the concept behind the five levels of targeting, we’ll use geography. Don’t worry, no book required. Geography provides an effective example of a system based upon multiple levels. In this scenario, the highest level is the world’s population, followed by a country and then a state. We’ll use this example throughout the five levels of targeting.
1. Campaign Level Targeting is basically the gatekeeper and determines who is included in a campaign/test. This is the most commonly used type of targeting. Traffic that meets the targeting criteria enters the campaign and traffic that doesn’t meet the criteria sees the default experience and is not part of the test.
Here’s an example of Campaign Level Targeting:
The marketer has determined who will enter the campaign. The target group (United States) moves into the campaign and will see either the control or the challenger experience. Traffic outside of the target group (Other) receives the default and is not part of the test.
2. Experience Level Targeting allows marketers to show specific content to specific groups, using one mbox.
Here’s an example of Experience Level Targeting:
First, users are split at the campaign level, as above. These users have been accepted into the campaign (United States), and will receive a specific experience based upon the next level of targeting criteria (North Carolina or All Other States). The marketer has selected what content they would like each targeted group to see, allowing them to specifically address each audience.
3. Mbox Level Targeting allows marketers to expose an mbox to users only if they meet specific targeting criteria. Multiple experiences will be displayed in the mbox, which will only be served up for the targeted users. Other users will not be part of the campaign, and will see default content.
Multiple mboxes can be used and targeted separately to test different areas of a page on different user targets.
Here’s an example of mbox Level Targeting:
In this example, there are two mboxes on the landing page. One is around the headline, and targeted to North Carolina users. A second is wrapped around the body copy, and is targeted to users from all other states. The campaign is targeted at the campaign level to the United States.
First, users are split at the campaign level, as above. These users have been accepted into the campaign (United States). Based on the mbox level targeting criteria (North Carolina or All Other States), users will be served up different experiences only in the mbox they are targeted to.
4. Conversion Level Targeting and 5. Success Metric Targeting function the same way, so we’ll group them together. They only affect reporting and not what content is served up to users. They allow a marketer to have success metrics which track users who meet specific criteria.
For example, say a marketer wants to track only orders over $100. This does not impact who sees a particular experience, it only impacts the data being monitored. This can be used in conjunction with a standard conversion/orders metric. It’s just a way to track more specific metrics.
- Campaign Level Targeting is the most commonly used type of targeting. It allows the marketer to determine who is part of a campaign.
- Experience Level Targeting allows marketers to build specific experiences for specific targets while using one mbox.
- Mbox Level Targeting is used the least, and allows marketers to serve up specific content to users that meet the targeting criteria. This can include multiple mboxes.
- Conversion and Success Metric Targeting are very similar, and only impact the data that marketers measure. They are used in conjunction with the other targeting options.
Most testing tools (and companies using the tools) use campaign level targeting. What separates Adobe Test&Target from other testing platforms is the ability to target using these five different, complex levels.
If you are currently using Adobe Test&Target, you may be underutilizing it. If you are using another testing tool, this gives you some insight into the capabilities and potential to ramp up your testing efforts. But remember, testing tools don’t increase conversions. Experts do. Enlist the help of conversion experts to make sure you are taking advantage of the wealth of tools and options available to you. If you target, the data will come, and so will the revenue!