Are you growing brand favorability? Measure with Facebook’s brand lift study

Stephanie Bissonnette

Length

3 min read

Date

9 January 2020

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 into 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.