Question: If you create a consideration Video campaign and want to measure it through a Brand Lift study, when should you set up that study to get optimal control and exposed groups?
- You'd do it once the campaign ends.
- You'd do it before the campaign serves any impressions.
- You'd do it two weeks after the campaign starts serving impressions.
- You'd do it once the campaign first starts serving impressions.
Explanation
Brand Lift should be configured before the Video campaign begins serving impressions. This timing lets Google Ads form clean control and exposed groups from the start of delivery. The control group is held back from seeing the ads, while the exposed group is eligible to see them. Clean group separation is needed to measure the incremental effect of the campaign on consideration signals.
Why the other options are incorrect
Once the campaign ends is too late to create exposure-based groups for campaign measurement.
Two weeks after serving starts allows earlier impressions to affect users before the study is structured.
Once serving first starts is not optimal because the cleanest setup happens before any impressions serve.
Source for verification
https://support.google.com/google-ads/answer/9049825?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Video Professional Certification" page.