Question: After creating a Video campaign, a fitness studio wants to measure their consideration campaign using a Brand Lift study. When should they set up the study to create the best control and exposed groups?
- They should do it before the campaign serves any impressions.
- They should do it once the campaign first starts serving impressions.
- They should do it once the campaign ends.
- They should do it two weeks after the campaign starts serving impressions.
Explanation
Brand Lift is the measurement solution designed to show whether an awareness campaign changed perception or intent, including metrics such as ad recall, brand awareness, consideration, and purchase intent. Google Help+1
It must be set up before delivery begins so the study can establish valid exposed and control groups from the start of campaign serving. Google Help+1
Google’s setup guidance requires selecting the campaign inside the lift study before measurement runs, and survey collection begins once the campaign starts running. Google Help+1
That timing is what makes pre-launch implementation the correct approach for an awareness Video campaign. Google Help+1
Why the other options are incorrect
Brand Lift after 1,000 clicks This is incorrect because Brand Lift is not triggered by a click threshold and is meant to be configured before impressions begin. Google Help+1
Active View before impressions This is incorrect because Active View measures viewability, not changes in perception or behavior. Google Help+1
Active View after 1,000 clicks This is incorrect because it uses the wrong measurement solution and the wrong setup timing for attitude-shift analysis. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/9049825
https://support.google.com/google-ads/answer/9049373
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.