Google Brand Lift surveys — How do they work? | YouTube Advertisers

Google Brand Lift surveys — How do they work? | YouTube Advertisers


Google Brand Lift Surveys use a best in class
methodology to gather consumer feedback and inform marketing decisions. Here’s how they
work. Since we want to isolate the impact of only your TrueView campaign on brand metrics
we need to ensure that we’re comparing two groups of users who’s only difference is that
one group was exposed to the ad, and the other group was not. As your TrueView mainstream campaign runs
we will occasionally suppress your ad for people who otherwise would have seen it, creating
what’s called a holdback group. Since these user’s come from the same group of people
you are targeting with your campaign, the only effective difference between the two
groups is one saw your ad, and one did not. About a day after seeing or not seeing your
ad, we’ll deliver a one question survey to both groups. Since your survey appears as
an instream ad, we see very high response rates, and can gather responses from thousands
of users, and all people whom you were already targeting with your TrueView campaign. We
then analyze and compare the results of the surveys from both of the exposed, and the
control groups to calculate the lift that can be directly attributed to your TrueView
campaign, broken out by age, gender, and frequency with other slices coming soon. From start to finish Google Brand Lift delivers
consumer feedback within a week, helping you continually optimize your brand campaign.

Leave a Reply

Your email address will not be published. Required fields are marked *