Why do a Brand Lift Study?
I discussed a couple weeks ago that one of your new year’s resolutions should be to enhance your brand affinity. This week Tailwind got back a brand lift study from one of our client’s super bowl ads. Brand lift is the direct impact your ads have on your customer’s perceptions and behaviors throughout the consumer journey. Many platforms utilize brand lift studies and by testing this you gain real-time insights into your brand affinity. Before the capability of a brand lift study, there has been a big gap in the middle, during those moments when the consumer is searching for information, building interest, considering other products, developing opinions, and forming intent. After all this work before and during the super bowl, I wondered how we were going to give our client tangible metrics. This is why a brand lift study is so crucial and fills those unmeasurable gaps. In this article, I will be addressing three major questions you might have before launching a brand lift study. What is a brand lift study? Why would I want to do a brand lift study? What makes brand lift studies so powerful?
What is a Brand Lift Study?
When running a YouTube campaign those engagement metrics (watch time, views, likes, shares, and comments) are great for providing a basic understanding of how your audience responds. However, these metrics do not give you a glimpse into seeing how it affects brand metrics. According to thinkwithgoogle, “Brand Lift measures the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey. Within a matter of days, Brand Lift gives you insights into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, consideration, favorability, purchase intent, and brand interest, as measured by organic search activity.”
Now thanks to Google and Facebook, you can easily optimize your campaigns based on these near real-time results, broken out by demographics, frequency, and more. A brand lift study provides actionable insights into what happens between the classic ad exposure and actual conversion. Now with this study, it gives you stages of the purchase journey including consideration, favorability and purchase intent. Brand Lift on Google links your paid media to lift in your organic searches so can gain visibility on what kind of impact your ads have on driving interest for your products.
Why would I want to do a brand lift study?
Google Brand Lift Surveys measure the uplift in Ad Recall and Brand Awareness that are created by an individual TrueView campaign. The Google Team sets up the survey for you before the campaign goes live. Google technology creates 2 randomized groups: Exposed & Control Group. Both Groups will be shown the survey on the YouTube watch page. The exposed group are people who will see your ads. The control group is people who were randomly selected to see other ads. This will determine the impact of the campaign on brand awareness and ad recall. They utilize a randomized control group that did not see your ad, and an exposed group, who did see your ad. Then ask both groups the same question, allowing us to accurately determine the lift generated by your campaign. Since the only effective difference between the two groups is whether they saw your ad, we can accurately determine the lift attributed to your campaign. You get the Google results in about a week, which means you can optimize your campaign while it’s on so you can make changes when you need too. They provide breakouts in demographics, target locations, and frequency.
Google brand Lift search will also measure the impact your campaign has on creating interest in your brand by using organic searches on both Google.com and YouTube. Similar to surveys, we randomly pick a group that saw your ad and a control group that didn't see your ad. Then Google compares the organic search behavior of both groups, looking at how often they search for keywords related to your brand or campaign. The difference in searches can be attributed to your campaign.
In analyzing over 50 Google preferred studies, Google has seen 94% of brands show lift in ad recall, 65% brands were able to give a lift in keyword searches on Google.com with an average lift of 13%. Tailwind’s study actually showed +14% brand awareness overall and +85.4% brand uplift consideration.
A Facebook brand lift study also show you the metrics that matter, such as ad recall, brand awareness, and message association. This will allow you to see how people really feel about your brand. Are people aware of your brand? Do they remember it? Do they want to buy from you?
Through the use of polling, a Facebook brand lift study can help you understand how well their brand campaign resonated with your customers. Once a study is created, the campaign's target audience is separated into a test group and a control group very similar to Google’s process. The people within the test group that actually see your ads become part of the exposed group. When the poll concludes, results are available after 48 hours. A consumer would see a brand lift poll like the example below,
What makes brand lift studies so powerful?
Once you have completed the study you can confidently answer questions like these;
- Do people recall watching your ad?
- Are your target consumers more aware of the brand after seeing the ad?
- Did the ad move people to consider your brand?
- Are consumers intending to purchase your product after seeing it?
- Are people more interested in your brand?
A brand lift study measures the metrics that matter! Brand lift studies no matter which platform you chose can be so powerful. They do work the best when there is one brand or product running to avoid overlap. You should not run a study if you have multiple campaigns running for the same product. The control group could get exposed and cause confusion.You can now go beyond impressions, clicks, and views, you can measure your campaign’s impact on brand awareness, ad recall, and interest. After all, aren’t those three metrics why we are all here?
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