Brand Lift Test – 5 Tips You Need To Know About LinkedIn’s FREE New Ad Feature

Brand Lift Test – 5 Tips You Need To Know About LinkedIn’s FREE New Ad Feature

 

Brand Lift Tests – What Are They?

Brand Lift Tests help you measure the impact of your ads by surveying members in test and control groups. With Brand Lift Tests, you can view detailed results to better understand the effect your ads have on various brand metrics, such as brand favorability and familiarity, product consideration, and more. Brand Lift Test results can help you better measure the impact of ads on your brand with metrics such as absolute brand lift and estimated total lift.

You can create, manage, and view results for Brand Lift Tests from the Testing Hub in Campaign Manager. The visual draft of your brand lift test will show in your campaign manager similar to the example below:

 

brand lift test

 

 

Brand Lift Tests – #1 Understand How They Function

When you create a Brand Lift Test for an ad account, you’ll be able to choose which brand metrics to include in the test, as well as the duration of the test. For example: Favorability and familiarity, product consideration, and ad recall.

Then, a subset of two separate groups of members will receive Brand surveys in their LinkedIn feed. The two groups of members surveyed are:

  • A test group that’s eligible to see your ads

  • A control group that won’t see your ads

The audiences of the campaigns in your account help determine the test group of members who are eligible to see your ads, as well as those who won’t see your ads. Members in the test group won’t receive a Brand Survey until they’ve received an ad impression. Surveys can be delivered to members in the test group at any time between one to seven days after the ad impression.

Brand Surveys are displayed to members as your campaigns deliver impressions. Each Brand Survey displays one question, and each question corresponds to one of the metrics that you selected to test. (It’s possible that members could see a second Brand Survey with a different brand metric question later.) Members who respond to surveys can select one answer, and the response can’t be changed once submitted.

You’ll be able to review how many responses were received for each brand metric question, as well as lift result metrics that help you understand the impact of your ads on your brand or product. To protect member privacy, the data received from surveys is anonymized and aggregated.

Brand Lift Tests – #2 How to Qualify

While there’s no cost for Brand Lift Testing, you’ll need to meet a minimum cumulative budget across your ad account’s campaigns to set up tests. A minimum cumulative budget ensures meaningful test results.

For each Brand Lift Test, you’ll need:

  •  A minimum of $90,000 USD, or equivalent currency, budgeted to qualify for two brand metric questions. 

  • An additional $45,000 USD, or equivalent currency, budgeted for each additional question.

For example, to include three brand metric questions, you’ll need to have $135,000 budgeted across the account’s campaigns that will be active during the test.

To determine whether your ad account meets the minimum cumulative budget, we look at the daily and/or lifetime budgets that the account’s campaigns are set to spend during the test. A total budget value is calculated for each of the active campaigns.

Brand Lift Tests – #3 Creating Your First Brand Lift Test

To create a Brand Lift Test:

Sign in to Campaign Manager.
Click the correct account name.

Click Testing in the top navigation bar on the left side of the page.

Click the Create test dropdown button in the top right corner of the page and select Brand lift test.

  • If you have not created any tests yet, the Create test button is also located in the middle of the page.

Add a Brand lift test name. The test name is only visible in Campaign Manager.

Add an optional Brand lift test description. The description is only visible in Campaign Manager.
  • You can search your list of tests using key terms included in the description.Use the slider to choose the number of brand metrics measured.
  • Keep in mind that you’ll need to have the appropriate amount budgeted across your campaigns for the number of brand metrics you select.
Confirm the account selected for the test.
  • The ad account is automatically selected based on the current account you are using. To change the ad account, you’ll need to create the test from the desired ad account.

As your campaigns deliver impressions, your Brand Lift Test will be able to send surveys to members.

  • You can view the number of responses received immediately.
  • You need to receive at least one desirable response from both the control and test groups and at least one undesirable response from either of the control or test groups.
  • Result metrics can fluctuate for up to 15 days after the end date of the test. We recommend running your test to completion to get the most accurate readout. Generally, your results are more reliable with more responses.

brand lift test

  • Keep in mind that Brand surveys are displayed as your campaigns deliver impressions. The more impressions your campaigns deliver, the more Brand surveys can be displayed to members for the test and the higher the likelihood that you will get meaningful test results. You can adjust the budgets of campaigns, or pause campaigns, as needed throughout the duration of the Brand Lift Test.

Recommended Reading: The Future of the “New” LinkedIn [Plus 11 Amazing New Features!]

Brand Lift Tests – #4 Do You Qualify For One?

While there’s no cost for Brand Lift Testing, you’ll need to meet a minimum cumulative budget across your ad account’s campaigns to set up tests. A minimum cumulative budget ensures meaningful test results.

For each Brand Lift Test, you’ll need:

  •  A minimum of $90,000 USD, or equivalent currency, budgeted to qualify for two brand metric questions.

  • An additional $45,000 USD, or equivalent currency, budgeted for each additional question.

For example, to include three brand metric questions, you’ll need to have $135,000 budgeted across the account’s campaigns that will be active during the test.

Here is some additional documentation from Microsoft if you ad accounts meets these requirements.

Brand Lift Tests – #5 What Metrics Can I Measure?

According to Microsoft, below are the list of metrics you can currently measure with brand lift tests.

 

Metric Question
Ad recall Do you recall seeing an ad for [brand/product] online or on a mobile device in the last 7 days?
Aided awareness Have you heard of [brand/product]?
Product consideration How likely are you to consider [brand/product] for your next purchase?
Recommendation How likely are you to recommend [brand/product] to someone else?
Brand familiarity How familiar are you with [brand/product]?
Brand favorability How favorably do you view [brand/product]?

Brand Lift Tests – Conclusion

According to Microsoft, they can’t guarantee accurate results.  But, they have have provided a series of best practices that may increase your chances of getting a conclusive test result.

Warnings on potential lift test configuration issues can be pulled through the validation endpoint. These warnings aim to alert you of issues that may compromise the results of your lift test.

Refer to the Ad Lift Testing Validation Endpoint for additional information about using the pre-flight endpoint to check if a brand lift test created is valid.

You’ll improve your chances of getting meaningful test results, ensuring that the campaigns you’re testing are fully utilizing their budgets, since we deliver lift testing surveys in proportion with campaign delivery. Consider:

  • Stronger bidding (e.g., maximum delivery, target cost bid types)
  • Better pacing (e.g., lifetime pacing, lifetime budget)
  • Broader placements (e.g., LAN-enabled)
  • More relevant targeting
  • More engaging creative content

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