How can you measure brand lift for display ads can you measure brand lift for display ads

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Brand lift is a way of measuring how your display ads affect the perception and behavior of your target audience towards your brand. There are different methods and metrics to measure brand lift, depending on your advertising goals and platforms. Here are some common steps to set up a brand lift study12:

Define your target audience and split them into two similar groups: a sample group that will see your ads and a control group that will not.
Run your display ads campaign for the sample group, while excluding the control group from seeing your ads.
Survey both groups using online or offline methods, and ask them questions related to your brand lift objectives, such as ad recall, brand awareness, brand consideration, purchase intent, etc.
Compare the responses of the two groups and calculate the difference in the metrics you want to measure. This difference is the brand lift that your display ads generate.
You can also use tools like Google Ads1 or Display & Video 3602 to set up and run brand lift studies for your display ads campaigns. These tools can help you design your surveys, collect and analyze the responses, and optimize your bidding strategy based on the brand lift results.

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