These are all valuable insights with which you can say a lot about the performance of your branding campaign. You can even roughly track the return on your branding spend. Compare website and purchase data with your branding spend in the same period. Do you see a growth compared to other periods without branding? Then you can draw a tentative conclusion of what you as a brand are really getting back from your campaign. And you can estimate your return on branding spend. When it comes to online branding, marketers often find it difficult to make the impact concrete. Yet many platforms today have multiple options to properly measure that impact. This is precisely the added value of PBB. By measuring the different metrics you can make very concrete how your online branding campaign is performing. google analytics logo Get started with Google Analytics 4 With regard to Google Analytics, do you still use Universal Analytics (UA) instead of Google Analytics 4 (GA4)?
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Then you miss opportunities! Although GA4 is still in (open) beta, it offers more insight into your display & video campaigns . While UA only reports on click interactions, GA4 also makes it possible to gain more insight into view interactions. Are you too busy at the moment to learn all the ins and outs of GA4? Understandable. But in that case Qatar Phone Number List make sure that you at least create a GA4 account and set up the basics . You will only start collecting data from that moment on. GA4 will become the new standard within 1 or 2 years. You don’t want to end up in a situation where you barely have any insight into the results of recent times. Advertise on YouTube. Measure the effects of your expressions on YouTube Video is one of the most important branding expressions. It is easier to convey a brand message via video than a static image. Within YouTube you can measure the impact of your PBB campaign through a Brand Lift Study .
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Previously, this had to be requested via a Google account manager, but as colleague Edward Staple already described , with Brand Lift Study 2.0 it is possible to do this yourself via the Google Ads interface. To achieve significant results it is recommended to spend at least $5000 in a week . With a Brand Lift Study, YouTube conducts a study in which they show the expression to a part of your target group and they use a control group, which does not see the video. Through a small survey aimed at, for example, an increase in brand awareness or brand recognition, YouTube tests the impact of your campaign. New bidding strategy In addition, YouTube recently launched a new bidding strategy that focuses on increasing brand consideration: Maximize Lift Bidding (currently in beta). As soon as you use Brand Lift Studies as a brand, you can also adjust your bidding strategy accordingly. Based on the results of your Brand Lift Study, YouTube targets a target group that has a high chance of considering your brand.