All companies dream of building a strong brand that will resonate with their customers and will evoke quality products or professional services. How to find out how people perceive your brand and how to measure the impact of your marketing efforts are usually tricky questions. That being said, let’s now explore how Facebook as one of your advertising channels might have a solution for you.
To measure the real impact of your brand campaigns, Facebook provides a solution called brand-lift study. This solution combines your brand campaigns on Facebook together with polling. The methodology is quite simple – when you define the target group(s) of your brand campaign, Facebook divides your audience into 2 groups:
- Users who will see the brand campaign on Facebook and Instagram
- Users who will not see any ad of your brand campaign on Facebook or Instagram.
Both groups are then shown the poll questions you’ve picked prior to launching and answers to these questions are eventually analyzed and visualized in a report in Ads Manager.
Advantages of running a brand-lift study
- Measuring the effectiveness of your brand campaigns
- Defining benchmarks for future brand campaigns in scale
- Obtaining data to compare against your previous/on-going campaigns
Brand-lift study: Poll questions
You always need to choose a standard question that is related to the ad recall:
Other than that, you can also choose up to 2 optional poll questions linked to:
- Standard Brand Awareness: Have you heard of [your Page name]?
- Familiarity: How familiar are you with [your Page name]
- Recommendation: Would you recommend [your Page name] to a friend?
- Action Intent: How likely are you to purchase [your Page name]?
When deciding on what type of question to choose, think of which specific place in the funnel you are trying to aim and research.
Before you run a brand-lift study
- It is possible to set up a Brand lift measurement directly in Ads Manager within the Test and Learn section. There are, however, a few limitations to this option – you can only use English in the poll questions and you might not have that much of an insight you could have. Therefore, it is recommended to reach out to your Facebook representative to first check the eligibility criteria with your budget and then set it up for you.
- It is essential to eliminate targeting the “brand-lift” audience in your other Facebook campaigns during the measurement period and also up to 28 days after in order to ensure clean data.
- Make sure you have clearly defined your business objective so that you will have more clarity on how to build your Facebook campaigns.
- The time frame minimum is 2 weeks to a maximum of 90 days. Your campaigns need to be active throughout the whole period with minimum changes.
- The target group needs to be 18+
- The language used in the campaigns should be the same as in your poll questions
- The campaigns in question should not be under any other measurement such as Split test or Conversion lift.
How to analyze your Brand Lift measurement’s results
After the brand-lift measurement has ended, your results will display in the Test and Learn section in Business Manager. There are several parts of the report:
- Results Overview
Your brand-lift study will be considered successful when you have reached a positive lift percentage. This means that your Facebook campaigns were successful since the users were able to recall your brand after seeing them more than users who have not seen the ads. Here you will also able to see results in the context of the results of all other brand-lift studies in the region in given vertical.
2. Lift Results
In this place, you’ll find an interpretation of results for each of the questions from your poll. For each of the question you will see these metrics:
- Influenced people – people who remembered seeing your ad or recalled your brand
- Cost per incremental person – cost per user who saw your ad and recalled your brand (depends on the question)
- Cost per incremental person – difference in percentage of users who recalled your brand (depends on the question) and had seen your ad, and users who recalled your brand but had not seen your ads.
3. Campaign Results and Creative Overview
Here is an overview of total numbers together with creative assets used in the brand-lift study.
4. Desired Responses
In the last section, you will see interactive graphs that will allow you to visualize your results for various demographic groups and also according to the groups of users who have seen the ads and who did not. In the example above, we can see that users 18-24 years old recalled the brand more than users 25-34. The first demographic group also showed higher percentage lift (+ 1.8pts) in ad recall than the same demographic group that did not see the ads.
Cross-platform Brand lift
To measure the impact of your brand on multiple platforms, Facebook offers a solution called cross-platform brand lift which enables you to not only see the impact of your Facebook and Instagram advertising activities, but also the impact of your TV campaign. This type of study enables you to see how these channels work and influence each together. Note that this option is only available to some of the advertisers, for more info sync with your Facebook representative to check your eligibility.
Here is an example of a results overview of cross-platform brand-lift study: