Brand lift studies measure how ads change what people think by comparing a group that sees them to a control group that doesn't. Meta requires $30,000 minimum spend and lets you ask three survey questions, while Google/YouTube has no minimum but recommends $15,000 per question. The difference in their answers shows what the ads actually did.
Would you like to measure the impact that your ads have on driving brand value? If you do, stay tuned. I'm going to share with you how to do it in less than 90 seconds. On both Meta and Google, there's something called a brand lift study. It allows you to run a certain set of ads towards a particular group, call it the exposed group, and then you can create a lookalike group called the control group that don't see your ads. You can then ask the same group of questions to each group, and the difference in their answers is your results. So, for example, let's say that we're running a campaign for Nina's Pizza and we wanted to find out brand recall. We might ask, "Which of the following pizza companies have you seen advertised online in the last 2 days?" To test message association, we may ask, "Which of the following pizza companies specializes in thin crust pizza?" And to test purchase intent, we might ask, "How likely are you to consider Nina's Pizza the next time you order pizza?" Your results will compare the difference between how each group answers. Meta allows for up to 3 questions and has a minimum media spend of $30,000. Google, which obviously includes YouTube, doesn't have a minimum media spend, but they recommend $15,000 per question. If you like these types of tips on how to create, run, and measure social media advertising, follow me and like below. It'll incentivize me to create a whole lot more of them. Thanks so much. Take care.
