Question: 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 results are guaranteed because the test will keep running until there are statistically significant results.
- Lift results aren't guaranteed because they're based on surveying people and recording the differences in response rates.
- 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.
- Lift isn't a good always-on metric because lift — over time for the same media — will decrease, which means the media is working.
Explanation
Brand Lift measures changes in brand perception by comparing survey responses from exposed and control groups. Lift is not suited as an always-on health metric because repeated exposure to the same media can raise the baseline and reduce incremental change over time. Results depend on survey response volume, reach, and eligibility requirements, so statistically significant findings are not guaranteed. For awareness-focused video activity, Brand Lift is useful when used for defined study periods rather than continuous campaign monitoring.
Why the other options are incorrect
Implementation prompt is not a Brand Lift consideration.
Always-on lift increase is incorrect because lift does not reliably increase over time for the same media.
Guaranteed results is incorrect because Brand Lift studies may not collect enough responses to produce reportable results.
Source for verification
https://support.google.com/google-ads/answer/9049825
https://support.google.com/google-ads/answer/9049373
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