Measure The Moments That Matter: Google Brand Lift Survey Explained
Updated: Jun 4, 2019
More and more brands are turning digital to reach their audience and create meaningful relationships with consumers. According to fortunelords.com, 300 hours of video are uploaded to YouTube every minute, and almost 5 billion videos are watched on Youtube every single day. If you are a host to one of the billions of YouTube videos, then you need to know what Brand Lift is.
If you've seen a quick questionnaire on YouTube, then you've most likely seen Brand Lift surveys. By asking you to take a brief survey about products or services you're familiar with, advertisers can better understand the impact of their ads on consumers.
So What Is Brand Lift?
Google's Brand Lift is a measurement of the direct impact your YouTube ads are having throughout the consumer journey. Businesses can measure the shares, comments, watch time and other metrics beyond the basics on YouTube with the Brand Lift program. Brand Lift gives you insights into how your ads are impacting the metrics that matter, including lifts in brand awareness, ad recall, purchase intent, favourability and brand interest.
How are Brand Lift metrics measured?
The metrics are measured in two ways: survey format and search engine format.
Survey: About a day after seeing or not seeing your ad, Google will deliver a one-question survey to both groups. Since the only difference between the two groups is whether they saw your ad or not, Google can accurately determine the lift attributed to your campaign.
Search: Google will measure the impact your campaign has on creating interest in your brand by using organic searches on both Google.com and YouTube. Google will randomly pick a group that saw your ad and a group that didn't see your ad just as before and then they compare the organic search behaviour of both groups, looking at how often the users search for keywords related to your brand or campaign.
What Are The Advantages?
Brand Lift means you can understand how your ad is changing perceptions beyond the basic metrics. This can be done in a matter of days, and you can improve your campaign's effectiveness mid-flight. Brand Lift helps you measure every moment that matters along your campaign journey, and you should take advantage of the FREE program.
Brand Lift metrics also help you optimise to ensure that you're reaching the appropriate audience. Digital platforms such as YouTube allow you to target your video ads using a range of demographics. The data from a Brand Lift survey can inform you about the age ranges and genders that are most affected by your campaign. This is an advantage for brands as they can see which subset the ad performs best with and use that information to refine their targeting and giving them maximum impact on their budget. This is especially useful to brands that begin at a broad level with their demographic targeting.
So, that is Google's Brand Lift program. Having access to the metrics that matter in just a few days is an advantage you should be taking advantage of. Don't forget to tweet me at @jadekinsella88 with any questions.