Sometimes, marketing tools are not enough to measure the qualitative aspects of your digital marketing campaigns. You set a goal and, when it’s time to measure the effects of the campaign, you find out that the results are not what you had in mind or what you planned for.
And many times, this outcome is not a result of the type of campaign you’ve created or the budget you’ve assigned, but the way you’ve selected the right metrics and measured your campaign.
But, what happens if you want to measure certain aspects and you don’t have the right metrics and tools to do it? This is what happened in 2015, when Google came up with Brand Lift to fill a void in the measurements of brand metrics like consideration or brand awareness.
And what exactly is Brand Lift? Google defines it as a “measurement of the direct impact your YouTube ads are having on perceptions and behaviors throughout the consumer journey”.
This approach is really useful to measure the effectiveness of a digital ad campaign in a world where attention spans keep getting shorter and consumers actively avoid consuming the ads they are not actually interested in.
Why is Brand Lift important?
As we all know, in order to create a successful campaign, marketers need to be able to measure the most relevant aspects of the campaign and act upon those results in order to improve the more lacking aspects and influence the decision-making process.
Simple, right? Well, the same happens in branding campaigns. Creating a Brand Lift strategy won’t be effective to your branding strategy if you don’t measure it with the right metrics.
That’s why, instead of focusing on basic engagement metrics like reach, comments or likes, a Brand Lift strategy should include metrics related to consumer perception, behavior and brand recognition.
With the increasing creation of new businesses and, therefore, brands, this is more important than ever. As we explained in our last article, competition is increasing, so having a branding strategy in place, as well as measuring its results correctly, is crucial for any business. For this reason, having a Brand Lift strategy will allow marketers to adjust their branding strategy and, ultimately, provide value to consumers.
Learning how to measure your Brand Lift strategy
Brand Lift has a specific method to measure the results of its campaign: direct feedback from consumers in a real-world setting.
The process consists on a series of steps:
- Creating a new ad for your new brand, product or service.
- Generating a series of questions to create a survey that will be presented to your target audience based on different metrics related to your main Brand Lift goal. Some of these metrics can be:
- Brand recall
- Brand awareness
- Purchase intent
- Brand sentiment
- Dividing your audience in two different groups: the Control group and the Ad Exposed group. Your Brand Lift campaign will be only shown to the latter.
- After that, the surveys created will be shown to both groups. The results will be determined whether they’ve seen the ads or not, that’s why the attributed Brand Lift can be measured in a precise way.
This process will help you learn about your consumers’ perception toward your brand in real time, allowing you to modify your strategy if necessary and measure your campaign results in the middle of the consumer journey.
4 tips for a successful Brand lift strategy
1. Understand your target audience
Understanding your target audience will help you determine what is your main goal in your Brand Lift strategy. For that, make sure you ask the right questions about what you’re trying to achieve: “How do consumers feel about my brand?”, “do consumers remember my ad after watching it?”or “are they considering making a purchase after watching the ad?”.
2. Start small
You need to determine how much budget you want to spend on your Brand Lift strategy. However, it’s better to start small and increase the budget if necessary.
Also, not all advertising accounts are able to use these tools. For instance, while Google’s Brand Lift can be free, it has its limitations since it has an ad spend threshold in order to use the tool without any additional cost. Facebook, also, has a similar approach.
For this reason it’s better to contact your account representative for relevant information first. This leads us to the next tip.
3. Compare Brand Lift tool options
Google and Facebook’s are not the only Brand Lift tools that exist in the advertising landscape, there are more in the market! From major ad platforms like Google’s or Amazon’s, to platforms specialized in Brand Lift services or survey and customer experience solutions; it’s important to compare their services and find the one that fits your brand and strategy the most.
4. Check your results constantly
Since Brand lifts tools offer you real-time results, it’s a great opportunity to make edits and modifications to your strategy in the middle of the campaign. This will help you increase its effectiveness and create a successful Brand Lift strategy.
Learn more about implementing a Brand Lift strategy here!
What is Brand Lift?
Brand lift is a way of measuring the impact of your brand campaign in the behavior and the perception on your consumers.
Why does is the Brand Lift ad only shown to one group?
In order to determine if the Ad Exposed group has seen the ad or not, you need to compare it to a group that hasn’t seen the ad. This way, if the results are different, it means that the Ad Exposed group has seen the ad and you will be able to measure the results with different metrics.