A Facebook brand lift study will measures your ads effectiveness based on customer’s feedback for your campaign.
This topic is key to know if you are planning on taking the Facebook Buying Certification Exam.
Instead of measuring your ads interactions (number of clicks, comments and shares), Facebook will try to measure the direct impact of your ads based on customer’s behaviors throughout you funnel.
- Did people really see your ad?
- Do they remember your brand?
- What do they relate your brand with?
- Do people recall watching my ad?
- Are my target consumers more aware of my brand after viewing my ad?
- Are consumers more favorably align with my branding message?
- Did my ad spark interest in my consumers?
A Facebook brand lift study can help you answer all of those questions.
In essence, Facebook will basically run a pol on a selected group of users to measure your ads performance, brand awareness, ad recall and message association.
What do you need to know for the exams?
- Understand the objectives and purpose of a brand lift study.
- Know Facebook Marketing Partners that offer similar services.
- Understand how does the Facebook Brand Lift study work.
- See how the reporting from a brand lift study looks like.
Below you will find the answers to those questions 🙂
What’s a Facebook brand lift study and how does it work?
Facebook will divide an audience into two groups.
One group will see the ad and the other won’t.
Then both groups get a pol with the same number and type of questions so that you can analyze your campaigns’ performance.
The difference in how people answer the pol between the group that saw the ad versus the group that didn’t will allow you to measure the direct impact of your ads.
If people who saw your ad tend to remember your brand, product or service, your ads worked.
That’s your brand lift!
If people don’t remember, are aware of your ads, identify with your brand or relate to you, then your digital marketing efforts might not be working.
Keep in mind that this all depends on your objetive.
A brand lift study can help you understand your digital brand equity.
A brand lift study is more align with large enterprises trying to get a better sense of their branding equity.
What will Facebook brand lift study ask?
Facebook will ask five basic questions in the pol.
All questions are focused on measuring whether the user remembers your brand or product.
Below are all the five questions:
- Do you recall seeing an ad for [BRAND/PRODUCT] online or on a mobile device in the last 2 days?
- Which of the following comes to mind first when you think of [PRODUCT]?
- Will you recommend [BRAND/PRODUCT] to a friend?
- Have you heard of [BRAND]?
- Will you buy/consider [BRAND/PRODUCT] the next time you shop for [CATEGORY]?
What are the benefits of using Facebook brand lift study?
One of the main benefits of utilizing a Facebook brand lift study is that you can measure real-time the performance of your campaigns in real-time.
If you are working with an agency, you can utilize this type of study to measure the effectiveness of your ads on your brand, users and/or customers.
Measure campaign’s performance against more traditional branding objectives.
You will also measure your ads performance against more traditional objectives such as awareness, attitudes towards your brand, favorability for your products, purchase intent and preferences.
A brand lift study can benefit in:
- Measure how your digital marketing efforts are affecting your brand.
- Develop benchmarks for your digital marketing efforts.
- Compare traditional measuring campaigns with digital efforts
How does the Facebook brand lift study pol look like?
Below is a screenshot with how a brand lift study will look like on mobile phones for users:
Things to keep in mind when running a Facebook Brand Lift Study?
- Make sure you are not running other campaigns as you don’t want users in the control group to see your other ads. Your results won’t be real.
- If you are running more campaigns, utilize Audience Overlap to make sure there is 0% overlap between your current campaigns and the audience selected for the brand lift study.
- It can be expensive. In the sense that you need at least $175,000 in order to run a study. Nielsen and Millward have higher minimum requirements in spending. *This number will most likely change with time.
- If you are a small company, you are probably better off with a social listening tool to get a better sense of your digital brand.
- Have your objectives well-defined. Make sure you are able to benchmark against other studies you’ve done with your brand through traditional channels or your industry.
What other pols can I run through Facebook?
There are two Facebook Marketing Partners that offer you the service to run a brand lift study. Both Millward and Nielsen have similar services.
- Facebook Brand Lift
- Nielsen Brand Effect
- Millward Brown Digital: Brand Lift Insights.
Nielsen Digital Brand Effect
Millward Brown Digital Brand Lift
How does Facebook Brand Lift, Nielsen Brand Effect and Millward Brown Digital brand lift study differ?
Below you can find a small table comparing all three services:
Number of poll questions possible | Compatible Ad Formats | Platform Available | Minimum (US-Only) | |
| Facebook Brand Lift | 1 or 3 | Image, Video, Carousel | Facebook and Instagram |
|
| Nielsen Brand Effect | 3 |
| ||
| Millward Brown Digital | 5 |
|
How does a Facebook Brand Lift Study report look like?
Once a brand lift study has been launched, your target audience is split into a test group and a control group.
- The test group contains users who will see your ads
- The control group contains users who won’t see your ads
People within the exposed group who see your ad become part of the exposed group.
The difference between the exposed group and the control group are then analyzed and published in a report:
Frequently Asked Questions
Can I edit my Facebook brand lift study after I set it up?
Yes but only right before the campaign starts. You have to contact your Facebook Account Representative in order to make the change to your brand lift study.
Can my campaign be edited or paused after my brand lift study is running?
Yes; however, Facebook suggest you only make changes to mitigate or solve problems, and not to optimize settings for better campaign performance.
How do I access my brand lift study results?
When the poll concludes, results will be ready to view within 48 hours.
Conclusion
A Facebook Brand Lift Study has been used by very few digital marketers due to the requirements and type of business that would find this type of studies useful.
Therefore, it is a topic that is not essential to know to detail but you will get a couple of questions in your exam; especially in the Buying Certification Exam.
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