When using bid factors, should you test narrow segments before expanding the buy?

The optimal strategy when utilizing bid factors in programmatic advertising is to test narrow segments before expanding the buy. This approach allows advertisers to gather valuable insights and learn how specific audience segments respond to their campaigns. By initially focusing on narrow segments, advertisers can more effectively optimize their bids and strategies based on real-time data and performance metrics.

Testing narrow segments helps identify what works best and can lead to more informed decision-making when scaling up the buy. It enables advertisers to refine their targeting, understand audience behaviors, and allocate budgets more efficiently to maximize return on investment. Once effective segments are identified, expanding the buy can be done with greater confidence, knowing that there is validated performance data to support the broader strategy.

The other options would not reflect the optimal testing methodology in campaign strategies. For instance, suggesting to never test narrow segments would hinder the learning process essential for effective advertising. Meanwhile, stating that it depends on the campaign or sometimes is too vague and may not provide a systematic approach to ensuring optimal results. Testing narrow segments is a fundamental best practice in programmatic advertising.