Brand Lift

Google's Brand Lift helps you improve your digital brand campaigns by allowing you to measure the metrics that matter. Going beyond impressions and clicks, Brand Lift measures the actual impact of your campaign on brand awareness, ad recall and brand interest.

What it is

Brand Lift measures the effectiveness of your display and video campaigns using survey and search data collected from your target audience. Within a matter of days, you can use insights gained from the survey data to better understand how your ads are affecting consumers’ awareness of your brand and how well your ad is recalled, and using search data you can measure the lift in brand interest. Optimize your campaigns for better results mid-flight based on results broken out by demographics, frequency and more.

How it works

Through a variety of measurement tools, Brand Lift helps you see the impact of your campaign on brand awareness, ad recall and brand interest.

To measure brand awareness and ad recall, Brand Lift deploys surveys using best-in-class methodology to request feedback directly from thousands of respondents in real-world settings. We automatically isolate a randomized control group that was not shown your ad and an exposed group that did see your ad. After asking the same question to both groups, we can accurately determine the lift attributed to your campaign.

Google’s Brand Lift will also help you see the impact of your campaign on brand interest by measuring the increase in organic searches related to your brand on Google.com. To do this, we measure the aggregate increase in search volume on brand-related keywords among users who saw your ad versus users who did not see your ad. In as early as two weeks, you’ll get the results showing the difference in search behavior between these two groups, a difference that can be directly attributed to your display or video campaign.

Why you’d use it

  • Measure the metrics that matter: Go beyond impressions and clicks to measure your video campaign’s impact on brand awareness, ad recall and brand interest.
  • Results you can trust: Google’s Brand Lift is based on best-in-class methodology, with thousands of respondents in real-world settings.
  • Improve your campaign’s effectiveness mid-flight: You receive fast and actionable results with cuts by demographics, frequency and more.

Brand Lift gives you valuable information about your advertising efforts and how your ads are performing. With best-in-class methodology, you can determine not only the lift in awareness, ad recall and brand interest but also the following:

  • Which demographic segment drove the highest lift in brand awareness
  • The ideal frequency of exposures per person for maximum interest in your brand
  • Which creative is most effective in driving brand awareness and ad recall
  • Whether your campaign is inspiring consumers to search for your brand or products

To learn more, download the Brand Lift fact sheet.

  • Brand Awareness and Ad Recall

    Brand Awareness and Ad Recall

    Simply reaching your target audience isn't everything-you have to make sure they know and remember your brand. Measure brand awareness and ad recall to understand the impact of your advertising using Google's Brand Lift solution.

Think w/Google APAC on Twitter

Digital tips, trends and insights... one tweet at a time.