This lesson will prepare you to:
Explain the value of lift tests in helping a business measure ad effectiveness.
- Identify scenarios in which lift tests could be useful.
- Use a sample lift test report to identify actionable results.
Impact of creative
A powerful way to measure the impact of ad creative on brand recognition and conversions is to run a lift test. A lift test allows you to assess the incremental effect of your Facebook advertising. Two types of lift tests include Brand Lift and Conversion Lift.
What is lift testing?
A lift test is an experiment where we compare groups of people who did and did not have the opportunity to see your Facebook advertising. This helps advertisers measure the causal impact their advertising has on specific business objectives, like brand recognition or conversion.
“Lift” refers to results that were determined to occur solely because of your Facebook advertising. The more lift your ads are causing, the more effective they are. This method of measurement helps you determine the true value of your ads. The results from lift testing can be used to make improvements to your advertising strategy.
One way to fuel better creative performance is by using a Brand Lift test. Brand Lift tests use brand polling to help measure the true value of your Facebook advertising independent of your other marketing efforts.
Creative pre-testing is used before the main flight of a campaign to assess which creative themes or assets drive better outcomes. It allows you to evaluate the creative that’s likely to perform best and find opportunities to refine your creative strategy.
For example, maybe a creative concept has worked well for TV, but how can it be best optimized for digital? Creative pre-testing can help you optimize before you run your campaign. It can also help you reduce the total volume of creative assets you develop before a campaign.
Creative pre-testing can even help clarify best practices for future creative development.
Measuring brand with polls
This is how polling looks to people who use Facebook. Both the holdout and the test group see this in their feed. Remember though, only the test group was exposed to the ad.
Your Facebook Account Representative is notified with updates while the lift study is running. After the poll concludes, they contact you when your report is ready to share it with you.
The Lift Results section provides a comprehensive overview of your Brand Lift results, including the questions used in the poll. Three result numbers are available for review:
1. $0.42 = Cost per incremental person to achieve that desired action.
2. 8.8 pts = The difference between the people in the test group and the people in the holdout group who took the desired action quantified as percentage points. In the example above, it’s the percentage of people reached who recall seeing the ad as a result of the campaign.
3. 450K = Estimated number of people who took the desired action and submitted the response the brand wanted.
Use results to inform your campaign
Depending on how your results meet your objectives, you can determine what adjustments to make to your campaign.
For example, if you want to increase awareness of your brand, you can use a Brand Lift test to measure your campaign performance. If the test results show people aren’t remembering your brand, consider re-evaluating your campaign strategy and ad creative to identify a solution.
Conversion Lift test
Conversion Lift testing allows you to observe conversions, including standard and custom events. It helps you understand the true incremental value of your Facebook advertising independent of your other marketing efforts. It also helps you compare different strategies, so you can determine which advertising approach works best for your audience.
The Incremental Efficiency section shows the cost per incremental conversion (the desired action) and cost per incremental ROAS.
This section shows you the male to female ratio of incremental conversions as well as the cost per incremental conversion.
In this study, you can see the following:
• People ages 55–64 made up 22% of the total number of people who converted.
• Each person cost $8.58 lower than the average person.
• 1157 women vs. 988 males converted.
Use results inform your campaign
Depending on how your results meet your campaign objectives, you can determine what adjustments you want to make.
For example, if you run a campaign to increase conversion on your online store, you can use a Conversion Lift test to measure how your campaign performed. If the test results show your campaign resulted in more conversions in your physical store than online, you can reevaluate your strategy and creative to identify a solution for future campaigns.
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