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Elevenses - Brand Lift: The What and How

Introduction

Introduction

Hello everyone! My name is Richard, and today we will be discussing Brand Lift: what it is and how best to work with it. Here’s the agenda for today's episode:

  1. What is Brand Lift?
  2. How to set it up?
  3. How to interpret the results?

What is Brand Lift?

Brand Lift is a tool used to measure campaign effectiveness, particularly on YouTube. It focuses on brand-specific metrics such as ad recall, brand awareness, consideration, favorability, and purchase intent. Additionally, it can measure brand interest through surveys and organic search activity on Google and YouTube.

The two main questions Brand Lift aims to answer are:

  • Which demographic drives the highest lift in brand awareness?
  • Is the campaign inspiring consumers to search for the brand or products?

Brand Lift surveys have been active since 2014. These surveys appear instead of TrueView skippable ads, asking users questions like "Which of the following brands have you seen video advertising for recently?".

Key Features of Brand Lift

There are three main features:

  1. Measuring Metrics: Ad recall, brand awareness, favorability, consideration, and purchase intent.
  2. Robust Design: Uses randomized experiments to measure the causal effects of YouTube campaigns on control and exposed groups.
  3. Fast and Free: Provides almost real-time results without additional cost.

Understanding Brand Lift 2.0

Brand Lift 2.0 offers several improvements over the original:

  1. Continuous Measurement: Measures the entire duration of your campaign, providing more survey responses for robust data.
  2. Aggregated Results: Consolidates results across all campaigns, showing you which campaign or line item performs best.
  3. Easy Access: Setup is external via Google Ads, allowing you to set up and report independently.
  4. New KPIs: Includes metrics like lifted users and cost per lifted user to measure campaign efficiency.

Setup Process

Setting up Brand Lift 2.0 is straightforward. Here’s a quick breakdown:

  1. Enable the Feature: Ensure the function is active in your Google Ads account.
  2. Enter Details: Provide product/brand names, competitor names, and select the relevant vertical or sub-vertical.
  3. Select Campaigns: Add all relevant campaigns. You can measure impact on your brand or specific products/services.

Reporting

You can view results in the Labs tab of Google Ads:

  • Continuous Updates: Data appears almost in real-time.
  • Detailed Breakdown: Review results by demographics or specific slices which give insights on which creative performs the best.

FAQs

Why is there no lift?

  • Not Enough Responses: You need about 2,000 responses for statistically significant data.
  • High Baseline Levels: For well-known brands like Nike, it's harder to show lift.

How long to see results?

  • Results are visible within a few days, depending on your spend.

Why can't I set up Brand Lift 2.0?

  • Ensure you’re whitelisted by contacting your Google Account Manager.

Key Takeaways

  • Powerful Tool: Brand Lift 2.0 provides robust and continuous measurement.
  • Easy to Use: Setup and reporting are simple and intuitive.
  • Effective Optimization: Offers granular insights for better campaign optimization.

Keywords

  • Brand Lift
  • Ad recall
  • Brand awareness
  • Consideration
  • Favorability
  • Purchase intent
  • Continuous measurement
  • Aggregated results
  • Lifted users
  • Cost per lifted user
  • Google Ads

FAQ

Why is there no lift? There might not be enough survey responses or your brand might already have high baseline awareness levels.

How long does it take to see results? Results typically start to show within a few days, depending on your spend and the number of survey responses.

What can I do if I can’t set up Brand Lift 2.0? Ensure that you are whitelisted by contacting your Google Account Manager.

What are the key metrics in Brand Lift 2.0? The new key metrics include lifted users and cost per lifted user.

With this guide, you now have a comprehensive understanding of how to measure the effectiveness of your YouTube campaigns using Brand Lift. Start tracking your brand's impact today and optimize your campaigns for the best results!

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