Before you start running a lift test, you’ll want to choose the lift type that fits your objective, budget, time requirements and results expectation. Choosing the correct lift measurement type is key to the success of these experiments.
Brand Lift
- Objective: You want to understand the effectiveness of your YouTube campaigns on metrics such as Ad Recall, Brand awareness, consideration, favourability and purchase intent. Brand Lift studies can provide detailed insights into the influence that your campaigns have on how people feel about your product or brand.
- Channel: Brand Lift is available for YouTube and Demand Gen campaigns.
- Metrics: You care about getting detailed reporting on how your campaigns drove Lift by age, gender, video, campaign and the like. With Absolute lift, you can understand how efficient your YouTube Advertising is for your brand or product.
- Budget: There’s a budget requirement to run this type of experiment covered in Set up Brand Lift measurement.
Search Lift
- Objective: You want to prove the impact of YouTube media on intent-driven action (search queries).
- Channel: This type of test is only compatible with YouTube and Demand Gen campaigns.
- Metrics: You can understand how much more likely your audience will search for your brand or product after viewing your ads.
- Budget: Similar budget minimums as Brand Lift, reach out to your account team for more details.
Conversion Lift based on users
- Objective: You want to understand how effective the campaigns are at driving conversion actions like website visits, purchases and downloads, relying on a users-based group split.
- Channel: Conversion Lift based on users is available in Google Ads for Video, Discovery and Demand Gen campaigns. To run Conversion Lift based on users on campaign types such as App, Display, Search, Shopping and Performance Max, not including Performance Max for shop goals, reach out to your account representative.
- Methodology: You care about getting detailed reports, with the results broken out by conversion action, conversion category, age, gender and country, and understand that, given that the test relies mostly on opt-in traffic, this could be affected by measurement gaps. Also, if you want to measure lift across multiple metrics spanning the full funnel, you can add a Brand Lift and Search Lift. The same holdback group is used for all users-based lift types.
- Budget: The budget required will be determined during experiment setup based on historical conversion data for the campaigns being measured.
Conversion Lift based on geography
- Objective: You want to understand how effective the campaigns are at driving conversions like purchases and downloads, relying on a regional-based group split.
- Channel: Conversion Lift based on geography is available for the following campaign types: Video, Display, Discovery, Demand Gen, Search, Shopping, App and Performance Max. To get access to Conversion Lift based on geography, reach out to your Google account representative.
- Methodology: You care about transparency, want cross-channel measurement and like flexibility to be able to measure online and offline conversions. But you also understand that the type of group split is noisier and results won't be sliced by categories such as demographics.
- Budget: The budget requirement tends to be higher than users-based studies.
