If you advertise on Facebook, or plan to in the future, you may have considered doing a Brand Lift test to see deeper results of how that advertising is supporting your initiatives. But it’s important to note that not all brands need or have access to Brand Lift studies. Our experience working with brands who have done them has given us useful insight into how they work, and who they work best for.
Brand Lift Basics
The point of a Facebook Brand Lift test is to use polling, aimed randomly at Facebook users who have seen your ads, to learn more about ad recall and effectiveness. It can be done for one specific campaign, or across a breadth of advertising within specific dates. The test will run within the dates of the campaign, or after it has completed, but not both.
After determining the audience group, Facebook will randomly create test and control groups, polling them with quick surveys asking questions ad and brand recall.
Who They’re Useful For
Brand Lifts are useful for companies planning to run one campaign for a single brand or product. If you have multiple offerings or products within your company, and advertising is mixed or crosses products, this type of study may not produce clear enough data to make it useful.
Another thing that is required for these tests to work is that creative and budget remain the same throughout the campaign. Again, switching things or testing messages on a campaign can be valuable for other results, but would not yield the data that a Brand Lift is meant for.
Facebook has also set company requirements for a Brand Lift test. One is that in order to run this free test you need to already be working with an Account Representative, and possibly meet certain budget requirements for the advertising you are testing. If you’re not sure if you qualify for a Brand Lift test, we can let you know!
Outcomes to Expect
A well-planned Brand Lift test will be able to help you understand if your advertising is memorable, how aware it has made people of your brand or product, and if potential customers are considering purchasing what you offer.
The results can be very effective in planning future ads and messaging strategies to best reach future customers, grow an audience or increase sales.