Brand Lift Testing allows you to measure the observed impact your ads have on brand metrics, such as ad recall, aided awareness, top-of-mind awareness, brand and employer familiarity, favorability, consideration, and recommendation. You can create a Brand Lift test at the ad account level or for specific campaign groups in your ad account.
Considerations
The campaigns in your ad account need to have enough budget to qualify for a Brand Lift test. For each Brand Lift test, you’ll need a minimum of:
- $60,000 USD, or equivalent currency, budgeted to qualify for one brand metric question.
- $90,000 USD, or equivalent currency, budgeted to qualify for two brand metric questions.
- An additional $45,000 USD, or equivalent currency, budgeted for each additional question.
We're constantly iterating the Brand Lift survey questions to optimize the experience for our members and customers. As a result, the details of each survey question might change over time.
If your ad account is set in a currency other than USD, the minimum cumulative budget needed for a Brand Lift test is converted to your currency. Because currency conversion rates can change, the converted values might change. We look at the daily and lifetime budgets that the account’s active campaigns are set to spend during the test to determine whether your account qualifies. You can adjust campaign budgets or pause campaigns as needed throughout the duration of the Brand Lift test.
Important to know
Starting February 24, 2024, Brand Lift Testing that targets members in the European Economic Area (EEA) or Switzerland won’t be able to measure a small percentage of traffic from members who have viewed dynamic ads, text ads, and Sponsored Messaging ads. All other ad types are exempt from this change, and this won’t affect test results.
Create a Brand Lift test
To create a Brand Lift test:
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Go to your ad account in Campaign Manager.
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Click Test on the left side menu.
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Click the Create test button in the upper-right corner and select Brand Lift test.
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Add a Brand Lift test name. The test name is only visible in Campaign Manager.
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Optional: Add a Brand Lift test description. The description is only visible in Campaign Manager.
- You can search your list of tests using key terms included in the description.
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Move the slider to choose the number of questions to include in the survey.
- Keep in mind, you’ll need to have the appropriate amount budgeted across your campaigns for the number of questions you select.
- A minimum of one and a maximum of six questions are required per Brand Lift test.
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Choose if you’d like to create your test at the account or campaign group level.
- Account - The ad account is automatically selected based on the current account you are using. To change the ad account, you’ll need to create the test from the desired ad account.
- Campaign group(s) - Select the checkbox next to the campaign groups you’d like to include in your testing. There’s no maximum number of campaign groups.
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Set a test Schedule by choosing start and end dates.
- Tests begin running at 12:00 a.m. UTC on your start date and end at 11:59 p.m. UTC on your end date.
- If you create a test after 12:00 a.m. UTC, the earliest available start date is the next day at 12:00 a.m. UTC.
- A Brand Lift test has a 14-day minimum and a 90-day maximum duration.
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Add your Brand name.
- The brand name must meet our advertising guidelines to be approved to run.
- The brand name must meet our advertising guidelines to be approved to run.
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Select a Survey language.
- If your account covers multiple regions, we recommend selecting a language that is most representative of your campaigns.
- If your account covers multiple regions, we recommend selecting a language that is most representative of your campaigns.
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Use the dropdown menus to select the question type for each Survey question.
- Keep in mind, if you choose Top-of-Mind Awareness, you'll add custom survey questions with both desired and undesired responses.
Important to know
Benchmarks aren't available for Top-of-Mind Awareness questions. You can't use Top-of-Mind Awareness questions to solicit sensitive data and you must adhere to the LinkedIn Ads Agreement and Advertising Policies. -
Use the dropdown menus to select the most applicable region and industry for your business.
- These selections will be used to provide benchmarks for your test results, if they're available.
- These selections will be used to provide benchmarks for your test results, if they're available.
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Preview how your brand surveys display on the right side of the page.
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Click Launch.
- Click Save as draft to complete the creation process later.
Results
After you launch your test:
- The test will be in review until your brand name has been approved.
- Once approved, the test can't be edited. A test can be canceled if needed. Canceled tests can’t be re-activated.
- As your campaigns deliver impressions, your Brand Lift test displays surveys to members. Results become available only after the minimum response requirement is met.
For campaign group level tests:
- Once your Brand Lift test is live, you can’t add campaign groups.
- Results are aggregated across campaign groups. If you choose more than one campaign group, you can’t see individual campaign group results.
- We recommend that the start and end date for your test and campaign group overlaps and that you don’t make changes to campaigns that are part of the test until the test end date.
For CTV Ads Brand Lift tests:
- A screener question is shown to members prior to a Brand Lift question to avoid co-viewing bias, which filters out invalid responses.
- As our third-party validation partner delivers the test results, you can’t view the test results from the Test section of Campaign Manager, and you can only edit a hybrid CTV Ads Brand Lift test when the test is in a draft, active, or not running status.