You have a goal of maximizing reach and increasing awareness. To do so, you’re running a Video reach campaign (VRC) to keep your brand top of mind. Before implementing a Brand Lift study, which two considerations should you keep in mind? Select two answers.
Lift isn’t a good always-on metric because lift — over time for the same media — will decrease, which means the media is working.
Lift is a good always-on metric, because it’s a key health indicator for the campaign’s creative assets and it should increase steadily over time.
Explanation:
The given answer is correct. When planning a Brand Lift study for a Video Reach Campaign, two key considerations are:
Lift results aren’t guaranteed: Brand Lift studies rely on surveying a small portion of exposed and control groups. Responses can vary, and achieving statistically significant lift isn’t automatic, as it depends on campaign effectiveness and sample size.
Lift isn’t a good always-on metric: Lift tends to decrease over time for the same continuous media exposure. This isn’t a sign of failure; rather, it indicates the brand message has already saturated the audience, meaning the media has successfully achieved its “top-of-mind” goal. Thus, it’s better for campaign-specific measurement than continuous monitoring.
Reference: While a single definitive page stating these two points verbatim as considerations for Brand Lift might be elusive, these concepts are widely discussed in Google’s Brand Lift best practices and advanced measurement guides. For example, the idea that sustained exposure leads to diminishing new lift is a core tenet of frequency planning.
You can infer these points from: About Brand Lift studies – Google Ads Help: https://support.google.com/google-ads/answer/10285723
(This page details what Brand Lift measures and how it works, indirectly supporting these considerations about survey-based measurement and the nature of “lift” over time).