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Are You Growing Brand Favorability? Measure with Facebook’s Brand Lift Study

Published: January 9, 2020

Author: Chelsea Broscoe


Paid media has a ton of strengths, but measuring user/customer sentiment hasn’t historically been one of them. That said, running a series of focus groups to review your brand, product, or service isn’t always the quickest way to receive feedback.
That’s where a Facebook Brand Lift Study comes in to play. A Brand Lift Study allows companies or advertisers to launch a campaign that specifically measures sentiment. In this post, we’ll explain how it works and how to get started.

How It Works

  • Your audience is split into two groups: a control and a test group.
  • The test group will be exposed to your ad, while the control group will not; the test runs for a minimum of 14 days and costs $30,000.
  • Over the course of the campaign, actions like completing a poll/survey or making a conversion will be recorded.

  • At the end of the test, you’ll be able to review both groups to calculate brand lift with your product/service. All actions will be presented in the final report.
  • Brand Lift Study Eligibility can be determined with your Facebook account rep. If you don’t have one of those, click here.

Best Practices

  • Ads should communicate the value of your product/service. For video assets, make sure to put your brand up front, and make sure the message you want to convey works with the sound off.
  • Define objectives and goals for your BLS campaign.
  • Do not run other campaigns while running the brand test, as you can expose the control group to other ads and compromise the integrity of your results.
  • When setting up, make sure your audiences don’t overlap.
  • Don’t forget the holidays!
    • While every brand wants to be prominent during a high-traffic season, running a test during a holiday could potentially impact results.
    • Here are some cheap auction cost dates to consider:
      • Post-Cyber Week (Dec. 3rd – Dec. 15th)
      • Last Ship Date (Dec. 15th – Dec. 20th)
      • Post Christmas (Dec. 26th – Jan. 1st)

Setup

  • Go into Ads Manager > Shortcuts > Test and Learn

  • Review test details and launch!

Results!

  • Congratulations! You’ve completed your first Brand Lift test on Facebook. The test results will provide you with information like:
    • Estimated incremental number of people who remembered seeing your ad
    • Cost per estimated incremental person who remembered seeing your ad, based on your budget
    • Percentage point lift, which is the difference in the percent of people who recall seeing your ad in the exposed group versus those in the control group
  • If you would like to learn about more ways to review your results, check out this helpful guide.
  • Review other advertisers’ case studies.


Have you run a brand lift test? Did the results meet your expectations? Tell us in the comments!

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