Maximise Lift is a YouTube bid optimisation that allows you to optimise your campaign for consideration lift. Using Google AI, Maximise Lift focuses on showing your ad to people who are likely to consider your brand or product. Maximise Lift bidding will increase your Brand Consideration lift per pound spent.
Before you begin
You'll need to set up Brand Lift measurement in order to use Maximise Lift bidding. Brand Lift is available for all YouTube in-stream formats, but Maximise Lift bidding is only available for in-stream ads. Learn more about Video action campaigns
How it works
Maximum Lift bidding uses details you provide about your brand or product to generate content for Brand Lift surveys. When providing this information, try to focus on a specific product or brand (for example, if your product or brand is 'Google Assistant', you will want to write out the full brand name, as opposed to 'Google'). With these details you will be able to view aggregated reporting on key Brand Lift metrics at the advertised object level. To help contextualise the survey questions, the details that you provide should be as specific as possible.
These surveys are then shown to people who match your campaign targeting. The results of these surveys will generate different reports, for example reports by campaign and by demographic. Learn more about Brand Lift survey responses
Maximise Lift bidding uses the survey response data to focus your campaign on reaching people who are more likely to consider your brand, product or service. It then focuses on finding other people who may also consider your product, brand or service, which increases the Brand Consideration lift per pound of your bid.
When you use Maximise Lift bidding, it's expected that your view-through rate (VTR) will decrease compared to campaigns with cost-per-view (CPV) bidding. That's because instead of optimising for views, Maximise Lift optimises for lift. Research shows that even if an ad is not viewed to completion, lift may still increase, especially if your ads have long watch times. Using Active View reporting metrics and watch times, it's easier to understand ad viewability and how much time people are spending with your ads, regardless of whether the result is a completed view for your ad.
