Today we will introduce you to one of the new tools that LinkedIn provides for advancing your advertising or how to get more with just a few more clicks.
Every business is trying to reach more people, to attract better job candidates, to position itself as the ideal employer, to find more customers for the services it offers. LinkedIn introduces Brand Lift Test – an experiment tool that you can use to measure the performance of your ads. Great isn’t it? We can’t wait to tell you more about it. Let’s start.
What is a Brand Lift Test and will it help me?
Brand Lift Testing is an experiment that helps businesses measure the impact and effect of their ads on LinkedIn. You can see detailed results about their performance and tracking the effect of advertising on brand metrics, such as brand awareness, interactions, attitudes toward it, interest in products, and favouritism. The two indicators from the Brand Lift Test are the absolute lift of the brand and the forecast lift of the brand. Yes, the test will help any business that wants to get the most out of their ads by giving them data to optimize their ads according to consumer preferences.
Where can I do the Brand Lift Testing?
Brand Lift Test can be done in the experiment centre in Campaign Manager, where you can take the test, run it and then track your results and improve them.
How does Brand Lift Test work?
Brand Lift Testing works on the principle of A / B testing. You determine which metrics for the brand to include in the testing, as well as the duration of the testing itself. You have full power and freedom to get what you want. Metrics in the test can be brand recognition, favouritism, product review, satisfaction. Based on the audiences in your ad account, two groups are created to show this experiment.
Group 1: A test group that will see your ads
Group 2: A control group that will not see the ads
The test is in the form of a survey with the questions we asked. One question can be asked and members can give one answer. Finally, we can see anonymous summary results of this test. We cannot see which person gave what answer. Even when filling in the survey, the other results cannot be seen, as in the regular survey. The questionnaire is displayed while the campaign provides impressions to group members. The results will give you a clear idea of people’s attitudes and the presentation/ performance of your advertising campaigns to the relevant audiences.
What are the conditions I need to meet to do such a test?
The experiment itself is free of charge, but the account must have a minimum total budget in its advertising account. The minimum budget is $90,000 or an amount of another currency equivalent to that. This is the price for two questions in the survey and each additional $45,000. The larger your budget, the more significant results you can see because the survey will be shown to more people and you will be able to include more metrics to explore.
Ad campaign budgets can be changed at any time. It’s entirely up to you and the performance of the ad you create. The experiment will run while the ad campaign delivers impressions.
Results and statistics
After each experiment, it’s important to measure the results. LinkedIn summarizes the results of the experiment in three categories – Very strong, Strong, or Medium. The indicator we are guided by when measuring is the p-value. You can read more about the statistical results here.
What are the brand metrics?
LinkedIn gives us precise definitions of the brand metrics that will be included in the test. Based on the answers of the people from both groups, results are formed in several categories. They provide data on the performance of the brand among the audience. Detailed information about the results of the Brand Lift Test can be found here.
- Ad recall: Measures whether surveyed test group members recalled seeing your ad in the past seven days.
- Aided awareness: Measures how aware members are of a brand or product.
- Product consideration: Measures how likely members are to consider a brand or product for their next purchase.
- Recommendation: Measures how likely members are to recommend a brand or product for their next purchase.
- Brand familiarity: Measures how familiar members are with a brand or product.
- Brand favorability: Measures how favorably members view a brand or product.
Step by step guide for creating a Brand Lift Test:
- Sign in Campaign Manager
- Choose the correct account name
- Click Experiments
- Click the Create experiments dropdown button in the top right corner of the page and select Brand lift test
- Add a Brand lift test name. The test name is only visible in Campaign Manager.
- Add an optional Brand lift test description
- Use the slider to choose the number of brand metrics measured
- Confirm the account selected for the test
- Set a test Schedule by choosing start and end dates
- Add your Brand name – you can see Advertising Guidelines in order to choose the right name
- Select a survey language
- Use the dropdown menus to select which Brand metric to measure for each Survey question
- Preview how Brand surveys will display on the right side of the page
- Finally – CREATE.
Below you can see what an advertising account looks like and how the test results are displayed.
We hope that with this article we got your curiosity and you will have a go with Brand Lift Test. Good luck!
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