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Brand Lift is a free tool for measuring the effectiveness of your video ads, which you can use to adjust and improve your video campaigns.
With a focus on 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 the influence that your campaigns have on the way people feel about your product or brand.
This article explains the benefits of Brand Lift, and how it works.
Brand Lift is available for in-stream and bumper ads bought via auction. It’s currently unavailable for outstream and in-feed video ads.
To use Brand Lift, first you must create a Product or Brand representing your advertised object. Think of this as a grouping of all your campaigns that share a common denominator. This can be a brand, product, shop, service or anything you wish to advertise. Using the details you provide about your advertised object, Google will assist you in generating a set of survey questions that will be shown to your target audience to measure Brand Lift.
Once your ad campaigns start running, Google will start showing your Brand Lift surveys on YouTube, before a video starts. These surveys will be shown to the following groups:
- 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 the responses between the group who saw your ads and the group who didn’t will determine the influence your ads have on key brand metrics, such as ad recall, awareness, consideration and more.
About Brand Lift measurement data
Depending on the amount of survey responses, you will be able to see the following aggregated Brand Lift metrics:
- Lifted users
- Cost per lifted user
- Absolute Brand Lift
- Headroom Brand Lift
- Relative Brand Lift
- Baseline positive response rate
- Exposed positive response rate
The following aggregated Brand Lift metrics are available to you once your campaign associated with the advertised object begins running:
- Exposed survey responses
- Baseline survey responses
- All survey responses