Set up Brand Lift measurement

About Brand Lift

Brand Lift is a free tool to measure your ads' impact on the perception of your brand,.

With metrics such as ad recall, brand awareness, and consideration (rather than traditional metrics such as clicks, impressions, or views), Brand Lift can help you align your campaigns with your marketing goals. Brand Lift’s testing methodology and large sample size can provide you with detailed insights into how your campaigns influence the way people feel about your product or brand.

How Brand Lift works

Once your line items start serving, the following groups will see Brand Lift surveys:

  • People who have seen your ads
  • People who were eligible to see your ads, but didn’t see them

Multiple surveys can be created for different metrics to be shown to users at different times. The difference in responses between the two groups determines the influence your ads have on key brand metrics, such as ad recall, awareness, and consideration. For YouTube & partners line items, surveys continue as long as your insertion orders are running. For video line items, surveys continue for 28 days, or until enough survey responses are collected.

Depending on the number of survey responses, you'll see the following aggregated Brand Lift metrics:

  • Exposed Positive Response Rate
  • Absolute Brand Lift
  • Headroom Lift
  • Baseline Positive Response Rate
  • Relative Brand Lift

The following aggregated Brand Lift metrics are available once your campaign begins serving:

  • Exposed Survey Responses
  • Baseline Survey Responses
  • All Survey Responses

Before you begin

To use Brand Lift measurement, create an insertion order with one or more YouTube & partners or video line items.

Budgeting for YouTube & partners line items

To detect the lift driven by YouTube & partners line items, the sum of all active YouTube & partners line items within a product or brand must meet or exceed the following aggregate budgets every day:

Minimum budget requirement across 7 days (daily amount should be 1/7 of the total)
  A* B** C***
1 question $5,000 USD $10,000 USD $15,000 USD
2 questions $10,000 USD $20,000 USD $30,000 USD
3 questions $20,000 USD $60,000 USD $60,000 USD

 

*Applicable countries include Argentina, Bahrain, Brazil, Bulgaria, Chile, China, Colombia, Czech Republic, Egypt, Hong Kong, Hungary, India, Indonesia, Kuwait, Latvia, Malaysia, Malta, Mexico, Morocco, Netherlands, Nigeria, Pakistan, Panama, Peru, Philippines, Poland, Portugal, Romania, Russia, Saudi Arabia, Singapore, Slovakia, South Africa, Thailand, Turkey, Ukraine, United Arab Emirates, Vietnam, Algeria, Bolivia, Costa Rica, Cyprus, Ecuador, El Salvador, Estonia, Ghana, Guatemala, Honduras, Iraq, Jordan, Kazakhstan, Kenya, Lebanon, Libya, Lithuania, Luxembourg, Montenegro, Nicaragua, Oman, Puerto Rico, Senegal, Serbia, Slovenia, Tanzania, Tunisia, Uganda, Uruguay, Yemen, Zimbabwe

**Applicable countries include Austria, Belgium, Croatia, Finland, France, Germany, Greece, Ireland, Israel, New Zealand, Norway, Spain, Sweden, Taiwan, United Kingdom, United States

***Applicable countries include Australia, Canada, Denmark, Italy, Japan, Qatar, South Korea, Switzerland

Note that within Display & Video 360, you'll see these budget amounts reflected based on your partner/advertiser's currency settings. 

Lift resolution

  • Brand Lift is measured continuously throughout your insertion order’s flight. If you meet the above budget requirements, Display & Video 360 will aim to measure 2.0% detectable absolute lift at the product / brand level for each metric (recall, awareness, etc) each week. Otherwise you’ll see a message that lift is too small to detect.
  • This resolution is by default at the product/brand level. For insertion-order-level resolution, each insertion order must be associated with its own product/brand, and meet the budget requirements.

Budgeting for video line items

Video Brand Lift is measured as a snapshot, meaning that surveys stop after reaching resolution. For the best chance of detecting lift driven by video line items, the sum of all video active line items within a product or brand should meet the $15,000 minimum budget.

Sample size guidelines

Follow these guidelines about how many responses are required to best detect lift:

  • For YouTube & partners line items:
    • For high-performing insertion orders, you can expect to detect lift once you receive about 2,000 responses per lift metric.
    • At the recommended budget minimum, you can expect to detect lift once you receive 5,600 responses per lift metric.
    • If your insertion order has not shown any lift after reaching 16,800 responses per metric, there may not be lift.
  • For video line items:
    • The report gets generated after 10,000 responses per metric or 28 days, whichever comes first.

Budget eligibility calculations

Budget eligibility is calculated based on Display & Video 360's two-level budget system. Only active insertion orders and line items are considered in budget calculations.

Budget eligibility considers:

  1. Insertion order budget segments, calculating the daily budget as the total budget segment for the insertion order's flight divided by the number of days; and
  2. Line item daily budgets for all line items in the insertion order, summing the total daily budget across all line items.

The final daily budget value for each insertion order is the lower of the two above.

The total daily budget for the product or brand is the sum of the final daily budget values for all linked insertion orders.

For example, assume the required budget is $2 per day, and there is one insertion order with one line item in the product / brand. If the insertion order daily budget is $1 per day and the line item daily budget is $3 per day, then the effective daily budget is the lower of the two, $1 per day. Since $1 per day is below the minimum required budget of $2 per day, the product or brand would be ineligible.

Only estimated media cost counts towards satisfying the daily budget requirement, which excludes fees. For example, a line item with a daily budget setting of $10,000 and a 4% fee has an estimated daily media cost of $9,615. Only this $9,615 counts towards the daily budget requirement.

YouTube vs Video Studies

  YouTube Video
Budget minimum Varies per country $15,000 USD
Measurement methodology

Continuous

Lft results are measured and reported continuously throughout your insertion order's flight

Snapshot

Report generates after 28 days or 10,000 responses (whichever comes first)

Insertion order start date Study can be set up independently of the insertion order start date. Study needs to be set up and approved before the insertion order start date.
Language support All languages available in the study setup are fully supported. Non-experimental languages available in the study setup are fully supported. Experimental languages can be selected, but results quality is still being analyzed.
Reporting Data is shown in YouTube vs Video comparison reports in Data Studio, and can also be downloaded in an offline report. Data is shown in YouTube vs Video comparison reports in Data Studio, as well as the Video-only Snapshot Data Studio report.
Sensitive category support Brand Lift surveys must comply with our Ads Policies and Program Policies, and you can't collect viewer feedback on sensitive topics. Brand Lift surveys must comply with our Ads Policies and Program Policies, and you can't collect viewer feedback on sensitive topics. In addition, Alcohol, Gambling, Health, Gaming, Pharmacy, and Politics are not currently supported.

Set up a Brand Lift study

Create and define your product or brand

  1. Start in your advertiser, then expand Resources in the left menu and click Experiments and Lift.

  2. Select the Brand Lift (New) tab at the top of the page.

  3. Click New study.

  4. Enter the Name of your product or brand. Use as specific a name as possible (e.g., “Google Pixel 3a" instead of “Google”).

  5. Select all insertion orders that advertise the same product or brand. To get results for each insertion order, associate each insertion order with its own product or brand.

    Note: Brand Lift only supports adding an insertion order to a single product or brand.

  6. Select up to 3 Lift metrics to measure.

  7. For the Survey details, enter your product or brand and up to 3 competitors.

    The survey details will be used in multiple choice questions for your survey.

  8. Fill out the following Survey settings:

    1. Language: This should most likely be the language of the ads associated with your line items used for the product / brand. If you have ads in multiple languages, you may want to create multiple products or brands, one for each language, and associate them with their corresponding ads. Results quality for experimental languages is still being tested for Video.

    2. Object type: The category of your product or brand.

    3. Intended action.

    You'll see a preview of the survey.

  9. Click Create

Your Brand Lift measurement will start running automatically as your line items start serving. Note that for video line items, studies need to be set up before any impressions serve. To learn more about Brand Lift measurement reporting, see Understand your Brand Lift measurement data.

Add insertion orders from your product or brand

  1. Start in your advertiser, then expand Resources in the left menu and click Experiments and Lift.

  2. Select the product or brand you’d like to edit.

  3. Choose Select insertion orders.

  4. Add insertion orders by selecting them from the table.

  5. Click Save.  

If you remove an insertion order, lift measurement for that insertion order will stop as a result. Depending on the eligibility of remaining insertion orders, the product/brand may also stop measuring. Responses and results collected up until the time of removal will still be available for that insertion order, but they won’t count towards the product/brand reporting.

Best practices

When creating questions for Brand Lift surveys, include as much detail as possible . You’ll select your question types (up to 3) and answer choices, which should include your advertiser product or brand. Make sure the spelling is correct for your answer choices to avoid survey rejections.

As part of creating your product or brand, you'll create survey questions. The object type and intended action customize the wording of your question. These default to 'Generic,' but choose more specific options when possible. For example, if you’re a car advertiser creating a Purchase Intent question, you would pick:

Object type: Automotive product
Intended action: Choose

With these selections, the questions in the survey will be updated as follows:

Generic version: Next time you buy from one of these brands, which one are you most likely to buy from?
Updated version: Next time you choose a vehicle, which one are you most likely to choose?

Reporting

Monitor studies in the "Brand Lift (Beta)" tab to determine when a report is ready.

Once results are available, click the Results link in the table of your products and brands to access a Data Studio report. Available reports include:

  • Survey Lift Overview (YouTube and Video)

  • Survey Lift Video Snapshot (Video Only)

  • Data Table Survey Lift (YouTube and Video)

To create a YouTube Report with Brand Lift Metrics, go to Reports > Offline Reporting > YouTube > YouTube Standard.

To accurately compare YouTube and Video results, set the date range selector to a predefined time period when both were collecting responses. Custom date ranges are not currently supported.

Maximize lift bidding

Maximize lift is a YouTube automated bidding feature for optimizing your YouTube in-stream campaign for consideration lift (via Brand lift). As a result, Display & Video 360 will help you influence more users to consider your brand or product, at the most efficient cost.

To enable this bidding feature, you must:

  1. Create a new “Brand Awareness” type of YouTube &  partners line item.

  2. Select Maximize Lift as the bid strategy for the line item.

  3. If you haven’t already, create a product or brand (as defined above).

  4. Add your line item to an existing product or brand.

 

Note that once the line item is created, the bidding type can't be changed.

Availability

Brand Lift measurement is available for:

  • TrueView in-stream and bumper ads from YouTube & partners line items
  • Video ad sequencing line items
  • Instant Reserve line items
  • All ads from YouTube Programmatic Guaranteed deals
  • All ads from video line items
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