Facebook Brand Lift Study
Published on: December 7 2022 by Paid Media Pros
Facebook Brand Lift Study
Table of Contents About Facebook Brand Lift Study
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | online advertising can have a lot of |
| 00:00:02 | 00:00:08 | different success metrics whether it's |
| 00:00:04 | 00:00:10 | sales leads page engagement just social |
| 00:00:08 | 00:00:12 | engagement followers what have you |
| 00:00:10 | 00:00:14 | but one of the things that always |
| 00:00:12 | 00:00:16 | happens with online advertising is that |
| 00:00:14 | 00:00:18 | you're generating some sort of brand |
| 00:00:16 | 00:00:20 | awareness every time you're running ads |
| 00:00:18 | 00:00:22 | you're sending your ads out in front of |
| 00:00:20 | 00:00:24 | users who probably haven't seen you |
| 00:00:22 | 00:00:26 | before and you're introducing them to |
| 00:00:24 | 00:00:29 | your brand to your company to what you |
| 00:00:26 | 00:00:32 | do all those different things but it's |
| 00:00:29 | 00:00:34 | kind of hard to measure that impact |
| 00:00:32 | 00:00:37 | because one user might see one |
| 00:00:34 | 00:00:39 | impression read it understand who you |
| 00:00:37 | 00:00:40 | are and maybe decide to work with you |
| 00:00:39 | 00:00:44 | but there could be other people who |
| 00:00:40 | 00:00:46 | scroll past countless ad impressions and |
| 00:00:44 | 00:00:47 | never actually register who you are or |
| 00:00:46 | 00:00:48 | what you do |
| 00:00:47 | 00:00:51 | the good news is that there is a tool |
| 00:00:48 | 00:00:54 | that can help us track this on facebook |
| 00:00:51 | 00:00:55 | is the brand survey basically it's |
| 00:00:54 | 00:00:58 | little questionnaires that show up and |
| 00:00:55 | 00:01:00 | ask questions to users who have seen |
| 00:00:58 | 00:01:02 | your ads before and help you understand |
| 00:01:00 | 00:01:04 | if your ad campaigns are making a |
| 00:01:02 | 00:01:06 | positive impact so in this video i want |
| 00:01:04 | 00:01:09 | to walk you through all of the setup |
| 00:01:06 | 00:01:10 | sections of the facebook brand survey |
| 00:01:09 | 00:01:12 | and we're going to tok about a couple |
| 00:01:10 | 00:01:13 | of best practikes as suggested by |
| 00:01:12 | 00:01:15 | |
| 00:01:13 | 00:01:17 | to set up a brand lift study in facebook |
| 00:01:15 | 00:01:19 | we first need to navigate to the |
| 00:01:17 | 00:01:21 | experiments portion of the interface so |
| 00:01:19 | 00:01:22 | it's going to be over here under the big |
| 00:01:21 | 00:01:24 | menu and then we're going to click |
| 00:01:22 | 00:01:26 | experiments on this page facebook will |
| 00:01:24 | 00:01:28 | prompt you to set up a couple different |
| 00:01:26 | 00:01:30 | types of tests there's an a b test which |
| 00:01:28 | 00:01:32 | will be saved for another video but for |
| 00:01:30 | 00:01:34 | now we're going to use a brand lift |
| 00:01:32 | 00:01:36 | study this is where we will pull the |
| 00:01:34 | 00:01:38 | audience to measure the impact of your |
| 00:01:36 | 00:01:40 | facebook ads on your brand the key |
| 00:01:38 | 00:01:41 | metric here is going to be brand lift |
| 00:01:40 | 00:01:43 | and i do want to tok about the |
| 00:01:41 | 00:01:45 | definition of that really quick brand |
| 00:01:43 | 00:01:47 | lift is the estimated difference in the |
| 00:01:45 | 00:01:49 | number of people who gave the desired |
| 00:01:47 | 00:01:51 | response to your poll between the test |
| 00:01:49 | 00:01:53 | and the control groups does say this |
| 00:01:51 | 00:01:56 | metric is estimated but effectively this |
| 00:01:53 | 00:01:58 | is going to be the difference in the |
| 00:01:56 | 00:02:00 | number of people who have seen or |
| 00:01:58 | 00:02:03 | engaged with your ad before and gave a |
| 00:02:00 | 00:02:04 | positive response to your survey |
| 00:02:03 | 00:02:06 | questions which we'll go through here in |
| 00:02:04 | 00:02:09 | a minute and the control group who did |
| 00:02:06 | 00:02:11 | not see that ad or did not engage with |
| 00:02:09 | 00:02:12 | your brand in any way so the goal here |
| 00:02:11 | 00:02:15 | is to measure the difference in users |
| 00:02:12 | 00:02:17 | who actually have seen your facebook ad |
| 00:02:15 | 00:02:19 | versus those who didn't but the baseline |
| 00:02:17 | 00:02:21 | needs to be those who did not see your |
| 00:02:19 | 00:02:23 | facebook ad and what their engagement |
| 00:02:21 | 00:02:25 | with your brand is the lift that you |
| 00:02:23 | 00:02:27 | will see is only the difference between |
| 00:02:25 | 00:02:29 | those who did and didn't see your brand |
| 00:02:27 | 00:02:30 | that's what we're trying to measure here |
| 00:02:29 | 00:02:32 | so for next steps i'm just going to go |
| 00:02:30 | 00:02:34 | ahead and click get started when setting |
| 00:02:32 | 00:02:36 | up a brand survey there are basically |
| 00:02:34 | 00:02:39 | two key sections that we're going to |
| 00:02:36 | 00:02:40 | work on the first is the test details |
| 00:02:39 | 00:02:42 | that's going to be this box up here the |
| 00:02:40 | 00:02:43 | second is going to be the poll questions |
| 00:02:42 | 00:02:44 | which we'll go through in a little bit |
| 00:02:43 | 00:02:46 | but the first thing we get to set up in |
| 00:02:44 | 00:02:49 | the test details section is what would |
| 00:02:46 | 00:02:52 | you like to test this is effectively |
| 00:02:49 | 00:02:54 | trying to narrow down which portion of |
| 00:02:52 | 00:02:56 | your account you want to measure brand |
| 00:02:54 | 00:02:59 | lift for this is honestly a really cool |
| 00:02:56 | 00:03:00 | thing that we can do on facebook you can |
| 00:02:59 | 00:03:03 | choose whether you want to measure the |
| 00:03:00 | 00:03:05 | impact of your entire account which is |
| 00:03:03 | 00:03:07 | what this defaults to you can choose a |
| 00:03:05 | 00:03:09 | campaign group which we'll go through |
| 00:03:07 | 00:03:11 | here in a second or a specific campaign |
| 00:03:09 | 00:03:13 | when you're thinking about the brand |
| 00:03:11 | 00:03:16 | lift that you have in place maybe you |
| 00:03:13 | 00:03:19 | really only ran one specific campaign |
| 00:03:16 | 00:03:21 | that you want to see the lift for or you |
| 00:03:19 | 00:03:22 | ran a series of campaigns or you're just |
| 00:03:21 | 00:03:25 | trying to measure it for the entire |
| 00:03:22 | 00:03:27 | account you can customize what level |
| 00:03:25 | 00:03:28 | within your facebook ads account you're |
| 00:03:27 | 00:03:30 | measuring the impact for i think that's |
| 00:03:28 | 00:03:32 | pretty great so like i said it'll |
| 00:03:30 | 00:03:34 | default to the account level basically |
| 00:03:32 | 00:03:36 | is my facebook advertising creating a |
| 00:03:34 | 00:03:38 | lift in brand awareness the second |
| 00:03:36 | 00:03:40 | option is to create a campaign group so |
| 00:03:38 | 00:03:42 | if i click on this we now have a little |
| 00:03:40 | 00:03:44 | bit of customization so we can choose |
| 00:03:42 | 00:03:46 | the campaign group name which is a name |
| 00:03:44 | 00:03:49 | that you can customize if you want to |
| 00:03:46 | 00:03:51 | name it your holiday campaigns or |
| 00:03:49 | 00:03:53 | webinar campaigns whatever it is name |
| 00:03:51 | 00:03:55 | the group based on the campaigns you |
| 00:03:53 | 00:03:57 | select and then that's the next step you |
| 00:03:55 | 00:03:59 | can come down here into campaigns if you |
| 00:03:57 | 00:04:01 | click into this field you'll see the |
| 00:03:59 | 00:04:03 | campaigns that are eligible to be added |
| 00:04:01 | 00:04:05 | to this campaign group show up this |
| 00:04:03 | 00:04:07 | account quite frankly has lots of |
| 00:04:05 | 00:04:08 | different campaigns but there are only |
| 00:04:07 | 00:04:10 | two that are eligible but let's say |
| 00:04:08 | 00:04:12 | these are the two that i did want to |
| 00:04:10 | 00:04:15 | test i could click next to both of their |
| 00:04:12 | 00:04:17 | names and add them to this campaign |
| 00:04:15 | 00:04:19 | group and now my test will only measure |
| 00:04:17 | 00:04:21 | the brand lift for these two specific |
| 00:04:19 | 00:04:23 | campaigns if you want to use just one |
| 00:04:21 | 00:04:25 | individual campaign you can click the |
| 00:04:23 | 00:04:27 | campaign dial here and then you'll be |
| 00:04:25 | 00:04:30 | brought back to that same list when you |
| 00:04:27 | 00:04:32 | click into the campaign field so if i |
| 00:04:30 | 00:04:33 | wanted to measure only the impact that |
| 00:04:32 | 00:04:35 | this awareness campaign was having i |
| 00:04:33 | 00:04:38 | could click on that and it'll be set and |
| 00:04:35 | 00:04:40 | ready to go for now i am going to revert |
| 00:04:38 | 00:04:41 | back to the entire account because |
| 00:04:40 | 00:04:42 | there's a different setting that i want |
| 00:04:41 | 00:04:44 | to have here you can see the account |
| 00:04:42 | 00:04:46 | name is in place which we do have to |
| 00:04:44 | 00:04:48 | blur out i'm sorry for that but there's |
| 00:04:46 | 00:04:51 | a different section down here underneath |
| 00:04:48 | 00:04:54 | page that is different when i have the |
| 00:04:51 | 00:04:56 | entire account selected in this facebook |
| 00:04:54 | 00:04:58 | ads account we are eligible to advertise |
| 00:04:56 | 00:05:00 | for two different pages so if you do |
| 00:04:58 | 00:05:02 | have two different pages or two |
| 00:05:00 | 00:05:04 | different brands here you can choose |
| 00:05:02 | 00:05:06 | from the drop down which one you want to |
| 00:05:04 | 00:05:09 | use and add that and it'll measure only |
| 00:05:06 | 00:05:11 | the impact of that page on the brand |
| 00:05:09 | 00:05:13 | lift throughout the account so again |
| 00:05:11 | 00:05:15 | this is pretty customizable i'm sorry |
| 00:05:13 | 00:05:17 | all these brand names have to be blurred |
| 00:05:15 | 00:05:18 | out but you can at least see how you can |
| 00:05:17 | 00:05:21 | customize this lift study a little bit |
| 00:05:18 | 00:05:23 | better next we need to choose the region |
| 00:05:21 | 00:05:24 | and right now it's set to north america |
| 00:05:23 | 00:05:26 | this account specifically and all the |
| 00:05:24 | 00:05:28 | campaigns in it only ever run to the |
| 00:05:26 | 00:05:30 | united states but the settings here are |
| 00:05:28 | 00:05:32 | going to be pretty broad you can change |
| 00:05:30 | 00:05:34 | it by clicking the pencil and then you |
| 00:05:32 | 00:05:36 | can click the drop down you'll see north |
| 00:05:34 | 00:05:38 | america latin america europe middle east |
| 00:05:36 | 00:05:40 | and africa and then asia pacific these |
| 00:05:38 | 00:05:42 | are the only options you have so again |
| 00:05:40 | 00:05:45 | this is very high level pretty much |
| 00:05:42 | 00:05:46 | broken down into continental groups so |
| 00:05:45 | 00:05:48 | as long as you've got the right one |
| 00:05:46 | 00:05:50 | selected you'll be all set next facebook |
| 00:05:48 | 00:05:52 | would like you to choose the vertikal |
| 00:05:50 | 00:05:54 | that your business fits into right now |
| 00:05:52 | 00:05:55 | it's defaulted to other because that |
| 00:05:54 | 00:05:57 | makes the most sense for this account it |
| 00:05:55 | 00:05:58 | kind of automatikally knew what was |
| 00:05:57 | 00:06:01 | going to be there but there are lots of |
| 00:05:58 | 00:06:04 | different options agency automotive |
| 00:06:01 | 00:06:07 | e-commerce entertainment media gaming |
| 00:06:04 | 00:06:10 | marketing professional services travel |
| 00:06:07 | 00:06:12 | non-profit luxury whichever one makes |
| 00:06:10 | 00:06:14 | the most sense categorize your business |
| 00:06:12 | 00:06:16 | so that facebook knows where you fit in |
| 00:06:14 | 00:06:18 | this group i don't think this is going |
| 00:06:16 | 00:06:20 | to have a big impact on the surveys |
| 00:06:18 | 00:06:22 | themselves and how this test delivers |
| 00:06:20 | 00:06:24 | but i do think it's something to where |
| 00:06:22 | 00:06:26 | if facebook starts to share any sort of |
| 00:06:24 | 00:06:29 | benchmark stats anything like that it |
| 00:06:26 | 00:06:31 | will categorize you into your specific |
| 00:06:29 | 00:06:33 | vertikal or industry to make sure that |
| 00:06:31 | 00:06:34 | all the stats it's giving you are |
| 00:06:33 | 00:06:36 | comparable to the industry that you're |
| 00:06:34 | 00:06:40 | in next you need to choose a start and |
| 00:06:36 | 00:06:42 | end date for your brand survey and with |
| 00:06:40 | 00:06:44 | this i'm actually going to start to tok |
| 00:06:42 | 00:06:46 | about the best results box that's up |
| 00:06:44 | 00:06:48 | here because this does impact the |
| 00:06:46 | 00:06:50 | schedule that you would set first |
| 00:06:48 | 00:06:53 | facebook says that your test should run |
| 00:06:50 | 00:06:54 | for at least 14 days ideally you'll have |
| 00:06:53 | 00:06:56 | it run for two weeks right now the |
| 00:06:54 | 00:06:58 | schedule is defaulting to two months so |
| 00:06:56 | 00:07:00 | if you go with the default range you're |
| 00:06:58 | 00:07:03 | going to be all set the next thing is |
| 00:07:00 | 00:07:05 | that your account total budget should be |
| 00:07:03 | 00:07:07 | greater than thirty thousand dollars for |
| 00:07:05 | 00:07:09 | the duration of your test this account |
| 00:07:07 | 00:07:12 | spends more than thirty thousand dollars |
| 00:07:09 | 00:07:14 | each month so i think that the two month |
| 00:07:12 | 00:07:16 | setup here is going to be the default |
| 00:07:14 | 00:07:18 | range that facebook will always opt you |
| 00:07:16 | 00:07:20 | into but when you're choosing the |
| 00:07:18 | 00:07:22 | duration of your test the start and end |
| 00:07:20 | 00:07:24 | date make sure that you antikipate |
| 00:07:22 | 00:07:26 | spending thirty thousand dollars over |
| 00:07:24 | 00:07:28 | that time frame in this example i could |
| 00:07:26 | 00:07:30 | spend fifteen thousand dollars a month |
| 00:07:28 | 00:07:32 | and still be done with my thirty |
| 00:07:30 | 00:07:34 | thousand dollars by the two months that |
| 00:07:32 | 00:07:37 | it has here but if you're going to run |
| 00:07:34 | 00:07:39 | your test only over 14 days you |
| 00:07:37 | 00:07:41 | effectively would need to be pacing for |
| 00:07:39 | 00:07:43 | sixty thousand dollars a month or you |
| 00:07:41 | 00:07:45 | need to spend the thirty thousand just |
| 00:07:43 | 00:07:47 | one time in those fourteen days so make |
| 00:07:45 | 00:07:49 | sure that your start and end dates |
| 00:07:47 | 00:07:52 | consider that you need to have thirty |
| 00:07:49 | 00:07:54 | thousand dollars in spend for your test |
| 00:07:52 | 00:07:56 | duration one small thing to clarify here |
| 00:07:54 | 00:07:58 | is that the thirty thousand dollars just |
| 00:07:56 | 00:08:00 | needs to be your account budget what |
| 00:07:58 | 00:08:02 | you're going to spend this is not in |
| 00:08:00 | 00:08:03 | addition to |
| 00:08:02 | 00:08:06 | what you were already going to spend |
| 00:08:03 | 00:08:08 | like a google ads brand lift survey |
| 00:08:06 | 00:08:10 | those are ones where you have to spend |
| 00:08:08 | 00:08:12 | specifically a certain amount of money |
| 00:08:10 | 00:08:14 | on that campaign and dedicated only to |
| 00:08:12 | 00:08:16 | that campaign this is not that you only |
| 00:08:14 | 00:08:18 | need to be spending it in your account |
| 00:08:16 | 00:08:20 | to be eligible for this brand survey the |
| 00:08:18 | 00:08:22 | next suggestion facebook gives is that |
| 00:08:20 | 00:08:24 | your creative should contain your brand |
| 00:08:22 | 00:08:26 | name or logo ideally your stuff is |
| 00:08:24 | 00:08:27 | probably already containing that but |
| 00:08:26 | 00:08:29 | just something to make sure that you've |
| 00:08:27 | 00:08:31 | got in there and then lastly your |
| 00:08:29 | 00:08:33 | campaign's audience should include |
| 00:08:31 | 00:08:35 | people older than 18 because surveys |
| 00:08:33 | 00:08:37 | will not be given to people who are |
| 00:08:35 | 00:08:39 | under 18 years of age now that we're |
| 00:08:37 | 00:08:41 | done with that the last thing we can do |
| 00:08:39 | 00:08:43 | in the test details section is to give |
| 00:08:41 | 00:08:45 | your test a name so name it something |
| 00:08:43 | 00:08:47 | that makes sense to you whether it's |
| 00:08:45 | 00:08:49 | based on the entire account specific |
| 00:08:47 | 00:08:52 | campaign group a specific campaign maybe |
| 00:08:49 | 00:08:53 | an individual page whatever it is make |
| 00:08:52 | 00:08:55 | sure that you have a name that makes |
| 00:08:53 | 00:08:56 | sense to you so that you'll know what it |
| 00:08:55 | 00:08:58 | is when you come back to it the next |
| 00:08:56 | 00:09:00 | section is going to be around the poll |
| 00:08:58 | 00:09:02 | questions themselves and these are going |
| 00:09:00 | 00:09:04 | to be how we actually measure the lift |
| 00:09:02 | 00:09:06 | that we're seeing across our target |
| 00:09:04 | 00:09:07 | audience the first thing you get to do |
| 00:09:06 | 00:09:10 | is choose the language so it's going to |
| 00:09:07 | 00:09:11 | default to english us but then you do |
| 00:09:10 | 00:09:13 | get quite a number of different |
| 00:09:11 | 00:09:15 | languages that you can utilize so pick |
| 00:09:13 | 00:09:16 | the one that your target audience is |
| 00:09:15 | 00:09:18 | going to be using now we can get into |
| 00:09:16 | 00:09:20 | the questions themselves so poll |
| 00:09:18 | 00:09:22 | question 1 is going to be a standard ad |
| 00:09:20 | 00:09:24 | recall type and this question is |
| 00:09:22 | 00:09:26 | required you will always have to use |
| 00:09:24 | 00:09:28 | this specific question and the different |
| 00:09:26 | 00:09:30 | settings in it when you are doing a |
| 00:09:28 | 00:09:32 | brand survey and then we can customize a |
| 00:09:30 | 00:09:34 | little further on so the question itself |
| 00:09:32 | 00:09:36 | is down here and then this is going to |
| 00:09:34 | 00:09:39 | be the question do you recall seeing an |
| 00:09:36 | 00:09:41 | ad for your page name online or on a |
| 00:09:39 | 00:09:42 | mobile device in the last two days so |
| 00:09:41 | 00:09:44 | that your page name is going to be |
| 00:09:42 | 00:09:46 | determined by whichever page you |
| 00:09:44 | 00:09:47 | selected in the test details and then |
| 00:09:46 | 00:09:49 | you'll notike that a couple of these are |
| 00:09:47 | 00:09:52 | drop downs that you can choose from so |
| 00:09:49 | 00:09:54 | you can customize the question to do you |
| 00:09:52 | 00:09:57 | recall seeing you can change seeing to |
| 00:09:54 | 00:10:00 | either watching encountering viewing or |
| 00:09:57 | 00:10:02 | reading based on the ad messaging that |
| 00:10:00 | 00:10:04 | you're using or any of the videos that |
| 00:10:02 | 00:10:06 | you have available and then you can |
| 00:10:04 | 00:10:08 | customize the second set to do you |
| 00:10:06 | 00:10:10 | recall seeing an ad for you can change |
| 00:10:08 | 00:10:13 | the language a little bit to do you |
| 00:10:10 | 00:10:16 | recall seeing ads for a post about a |
| 00:10:13 | 00:10:17 | story about or a video about and then |
| 00:10:16 | 00:10:19 | it'll still have your page name after |
| 00:10:17 | 00:10:21 | that so if you do want to customize it |
| 00:10:19 | 00:10:23 | you can and i'll just show you down here |
| 00:10:21 | 00:10:26 | in the poll preview it will change if i |
| 00:10:23 | 00:10:28 | choose to a post about it change the |
| 00:10:26 | 00:10:30 | language down here so now you'll see the |
| 00:10:28 | 00:10:32 | full preview of do you recall seeing a |
| 00:10:30 | 00:10:34 | post about this page online or on a |
| 00:10:32 | 00:10:36 | mobile device in the last two days |
| 00:10:34 | 00:10:38 | unlike some other brand surveys that are |
| 00:10:36 | 00:10:40 | out there we cannot customize the |
| 00:10:38 | 00:10:42 | answers all of the answers for these |
| 00:10:40 | 00:10:44 | surveys are going to be preset so the |
| 00:10:42 | 00:10:46 | answers here are either yes no or not |
| 00:10:44 | 00:10:48 | sure pretty straightforward now i want |
| 00:10:46 | 00:10:50 | to jump up into the guidelines for |
| 00:10:48 | 00:10:52 | selecting your polls aside from this |
| 00:10:50 | 00:10:55 | poll question number one that is |
| 00:10:52 | 00:10:57 | required you can select up to two |
| 00:10:55 | 00:10:59 | additional poll questions to test we'll |
| 00:10:57 | 00:11:00 | tok about the different question types |
| 00:10:59 | 00:11:02 | here in just a second but facebook |
| 00:11:00 | 00:11:04 | encourages you to choose the polls that |
| 00:11:02 | 00:11:06 | are along different stages of your |
| 00:11:04 | 00:11:08 | marketing funnel to get a full picture |
| 00:11:06 | 00:11:10 | of your brand effect so at this point |
| 00:11:08 | 00:11:12 | we're just trying to measure ad recall |
| 00:11:10 | 00:11:15 | specifically but if we want to check out |
| 00:11:12 | 00:11:17 | the additional question types we can add |
| 00:11:15 | 00:11:18 | up to two additional questions and here |
| 00:11:17 | 00:11:20 | are the different groups that we have we |
| 00:11:18 | 00:11:22 | can add up to two additional questions |
| 00:11:20 | 00:11:24 | and we can see which types we have by |
| 00:11:22 | 00:11:26 | adding a question and then coming down a |
| 00:11:24 | 00:11:28 | little bit so we can see everything and |
| 00:11:26 | 00:11:31 | then poll question type if we click from |
| 00:11:28 | 00:11:33 | the drop down we get the type and then |
| 00:11:31 | 00:11:35 | an example question for each of them so |
| 00:11:33 | 00:11:38 | the first is standard brand awareness |
| 00:11:35 | 00:11:40 | have you heard of and then the page name |
| 00:11:38 | 00:11:42 | so if we click on that one scroll down |
| 00:11:40 | 00:11:44 | just a little bit you'll see the default |
| 00:11:42 | 00:11:46 | is have you heard of and then yes no not |
| 00:11:44 | 00:11:48 | sure but you can choose from the drop |
| 00:11:46 | 00:11:51 | down here of have you heard of have you |
| 00:11:48 | 00:11:52 | watched have you played have you used |
| 00:11:51 | 00:11:54 | could you select could you pick out |
| 00:11:52 | 00:11:56 | could you recite there's a lot of |
| 00:11:54 | 00:11:58 | different options that you have |
| 00:11:56 | 00:12:01 | available here but this is again going a |
| 00:11:58 | 00:12:03 | little bit back to add recall this is |
| 00:12:01 | 00:12:05 | effectively do you know this brand name |
| 00:12:03 | 00:12:07 | which i think a lot of people are trying |
| 00:12:05 | 00:12:09 | to get at the root of when they're doing |
| 00:12:07 | 00:12:10 | these types of studies so this could be |
| 00:12:09 | 00:12:12 | a really useful one for you and you can |
| 00:12:10 | 00:12:14 | customize the poll question to whichever |
| 00:12:12 | 00:12:16 | makes sense next if we want to add |
| 00:12:14 | 00:12:18 | another question we can scroll down here |
| 00:12:16 | 00:12:20 | we got poll question three and the next |
| 00:12:18 | 00:12:22 | type is going to be abstract |
| 00:12:20 | 00:12:24 | favorability for that one the default |
| 00:12:22 | 00:12:26 | question is going to be how would you |
| 00:12:24 | 00:12:28 | describe your overall opinion of and |
| 00:12:26 | 00:12:30 | then the page name you'll see down here |
| 00:12:28 | 00:12:32 | from the answers we have anything from |
| 00:12:30 | 00:12:35 | very favorable somewhat favorable |
| 00:12:32 | 00:12:36 | neutral somewhat unfavorable very |
| 00:12:35 | 00:12:38 | unfavorable so basically do you like |
| 00:12:36 | 00:12:41 | these people or not you can't adjust the |
| 00:12:38 | 00:12:43 | drop down to change into how would you |
| 00:12:41 | 00:12:46 | describe your thoughts about your |
| 00:12:43 | 00:12:48 | impression of your feelings about or |
| 00:12:46 | 00:12:51 | your views on and then the page name to |
| 00:12:48 | 00:12:53 | follow so depending on what you you're |
| 00:12:51 | 00:12:56 | promoting what you're advertising and |
| 00:12:53 | 00:12:58 | maybe even what your page name grammar |
| 00:12:56 | 00:12:59 | is make sure that you customize this to |
| 00:12:58 | 00:13:01 | make sense for the last couple of |
| 00:12:59 | 00:13:03 | questions when i wanted to add a new one |
| 00:13:01 | 00:13:04 | to show you the different type i clicked |
| 00:13:03 | 00:13:07 | on a button down here but you'll see now |
| 00:13:04 | 00:13:09 | that i have three poll questions chosen |
| 00:13:07 | 00:13:10 | and there's no option to add another one |
| 00:13:09 | 00:13:12 | down at the bottom you're only allowed |
| 00:13:10 | 00:13:14 | three questions during any of the |
| 00:13:12 | 00:13:15 | facebook brand surveys so to go through |
| 00:13:14 | 00:13:17 | the rest of them i'm just going to keep |
| 00:13:15 | 00:13:19 | clicking the drop down in poll question |
| 00:13:17 | 00:13:21 | three next is going to be familiarity |
| 00:13:19 | 00:13:23 | and it's relatively straightforward how |
| 00:13:21 | 00:13:26 | familiar are you with this page you can |
| 00:13:23 | 00:13:28 | either know a lot about a fair amount a |
| 00:13:26 | 00:13:29 | little about you've heard of the name or |
| 00:13:28 | 00:13:30 | you haven't heard of it at all so these |
| 00:13:29 | 00:13:33 | are going to be the different options |
| 00:13:30 | 00:13:34 | and then for the drop down you can ask |
| 00:13:33 | 00:13:36 | how familiar |
| 00:13:34 | 00:13:38 | how comfortable or how acquainted are |
| 00:13:36 | 00:13:40 | you with that specific page the next |
| 00:13:38 | 00:13:42 | question type is going to be |
| 00:13:40 | 00:13:43 | recommendation trying to understand if |
| 00:13:42 | 00:13:46 | your audience would actually recommend |
| 00:13:43 | 00:13:48 | you to anybody so this one has a few |
| 00:13:46 | 00:13:49 | more customizations than most of them |
| 00:13:48 | 00:13:52 | and you'll notike that it starts off |
| 00:13:49 | 00:13:55 | with will you recommend this page to a |
| 00:13:52 | 00:13:56 | friend your options then can tell you |
| 00:13:55 | 00:13:58 | not only what people think about you but |
| 00:13:56 | 00:14:01 | if they're familiar with you because you |
| 00:13:58 | 00:14:03 | do have yes no not sure but then also |
| 00:14:01 | 00:14:04 | i'm not familiar with this brand is an |
| 00:14:03 | 00:14:06 | option so you could get a little bit |
| 00:14:04 | 00:14:07 | more insight there but like i said this |
| 00:14:06 | 00:14:09 | poll question is a little bit more |
| 00:14:07 | 00:14:12 | customizable than the others you can |
| 00:14:09 | 00:14:13 | choose from either will or would which |
| 00:14:12 | 00:14:15 | could be something that's just based on |
| 00:14:13 | 00:14:16 | your grammar preferences but then you |
| 00:14:15 | 00:14:18 | can decide if you want somebody to |
| 00:14:16 | 00:14:20 | recommend |
| 00:14:18 | 00:14:23 | mention or tok about your page and then |
| 00:14:20 | 00:14:25 | you also get quite frankly a very long |
| 00:14:23 | 00:14:28 | list of people that they would tok to |
| 00:14:25 | 00:14:31 | will you recommend this page to a friend |
| 00:14:28 | 00:14:34 | relative co-worker |
| 00:14:31 | 00:14:35 | boss stranger neighbor all the way down |
| 00:14:34 | 00:14:37 | to partner so there are lots of |
| 00:14:35 | 00:14:39 | different options of how you can |
| 00:14:37 | 00:14:42 | customize this recommendation question |
| 00:14:39 | 00:14:45 | to see how willing your audience is to |
| 00:14:42 | 00:14:47 | recommend you to basically anybody in |
| 00:14:45 | 00:14:49 | their life the last question type is |
| 00:14:47 | 00:14:51 | going to be more bottom of funnel and |
| 00:14:49 | 00:14:54 | this is an action intent question how |
| 00:14:51 | 00:14:56 | likely are you to consider this page |
| 00:14:54 | 00:14:58 | this brand name you can either be very |
| 00:14:56 | 00:15:01 | or somewhat likely neutral somewhat or |
| 00:14:58 | 00:15:02 | very unlikely to consider this brand but |
| 00:15:01 | 00:15:06 | you can change the language as well to |
| 00:15:02 | 00:15:08 | be consider to purchase buy pay for |
| 00:15:06 | 00:15:12 | recommend use |
| 00:15:08 | 00:15:14 | wear eat vote for visit join drive lots |
| 00:15:12 | 00:15:16 | of different options of the actions that |
| 00:15:14 | 00:15:18 | people can take to engage with your |
| 00:15:16 | 00:15:20 | brand so you can see how facebook is |
| 00:15:18 | 00:15:22 | customizing these questions to try and |
| 00:15:20 | 00:15:24 | make sure that it's covering different |
| 00:15:22 | 00:15:26 | portions of the funnel we have things |
| 00:15:24 | 00:15:28 | asking around ad recall |
| 00:15:26 | 00:15:30 | or brand awareness that at the very top |
| 00:15:28 | 00:15:33 | of the funnel just do you know who this |
| 00:15:30 | 00:15:34 | brand is to slightly further down the |
| 00:15:33 | 00:15:36 | funnel questions asking about people's |
| 00:15:34 | 00:15:38 | feelings about a brand or would you |
| 00:15:36 | 00:15:40 | recommend this brand and then lastly |
| 00:15:38 | 00:15:42 | down at the bottom we're asking about |
| 00:15:40 | 00:15:44 | the actions would anybody take an action |
| 00:15:42 | 00:15:45 | with this brand would you engage with |
| 00:15:44 | 00:15:47 | them in some way shape or form so |
| 00:15:45 | 00:15:48 | depending on what type of information |
| 00:15:47 | 00:15:50 | you're trying to get out of this brand |
| 00:15:48 | 00:15:51 | survey customize your questions to make |
| 00:15:50 | 00:15:52 | sure that you're going to get it if you |
| 00:15:51 | 00:15:54 | go through this and you've clicked |
| 00:15:52 | 00:15:56 | through a bunch of questions like i have |
| 00:15:54 | 00:15:57 | and you decide that you don't want one |
| 00:15:56 | 00:15:59 | or two of the questions and you want to |
| 00:15:57 | 00:16:01 | simplify you can come back up to the |
| 00:15:59 | 00:16:02 | main line here and just click the x next |
| 00:16:01 | 00:16:04 | to the question and you'll get rid of |
| 00:16:02 | 00:16:06 | question three and even for right now |
| 00:16:04 | 00:16:08 | i'll just get rid of question two so we |
| 00:16:06 | 00:16:10 | go back to just having the one question |
| 00:16:08 | 00:16:12 | to run with the last section down here |
| 00:16:10 | 00:16:14 | is going to be estimated test power |
| 00:16:12 | 00:16:16 | right now my estimated test power is |
| 00:16:14 | 00:16:18 | over 95 |
| 00:16:16 | 00:16:21 | which means that facebook believes that |
| 00:16:18 | 00:16:23 | i will get a 95 confidence in my |
| 00:16:21 | 00:16:26 | questions and i will get enough |
| 00:16:23 | 00:16:28 | responses to have a good understanding |
| 00:16:26 | 00:16:30 | of what my ad recall is because of the |
| 00:16:28 | 00:16:32 | length of the test that i have the |
| 00:16:30 | 00:16:34 | number of campaigns that i have this set |
| 00:16:32 | 00:16:36 | up for the number of questions that i |
| 00:16:34 | 00:16:38 | have and the budget that's in the |
| 00:16:36 | 00:16:40 | account if you start to add lots of |
| 00:16:38 | 00:16:42 | additional questions or you narrow down |
| 00:16:40 | 00:16:44 | the campaigns that you're using in your |
| 00:16:42 | 00:16:46 | account where you shorten the test or |
| 00:16:44 | 00:16:48 | you don't have quite as much spend this |
| 00:16:46 | 00:16:50 | estimated test power number will go down |
| 00:16:48 | 00:16:52 | facebook recommends you have a test |
| 00:16:50 | 00:16:54 | power of at least 80 before starting the |
| 00:16:52 | 00:16:56 | test so as you're adjusting this make |
| 00:16:54 | 00:16:57 | sure that you're keeping an eye on that |
| 00:16:56 | 00:16:59 | estimated test power number down at the |
| 00:16:57 | 00:17:00 | bottom once you're finished with the |
| 00:16:59 | 00:17:03 | test settings you can come down here and |
| 00:17:00 | 00:17:05 | review test details and here you'll see |
| 00:17:03 | 00:17:08 | at a very high level the test name the |
| 00:17:05 | 00:17:10 | account page the ad schedule |
| 00:17:08 | 00:17:12 | language and all the questions that |
| 00:17:10 | 00:17:14 | we're using as well as facebook's |
| 00:17:12 | 00:17:16 | estimated test power in the what happens |
| 00:17:14 | 00:17:18 | next section this is important to pay |
| 00:17:16 | 00:17:21 | attention to you can start your test by |
| 00:17:18 | 00:17:23 | clicking create test and if you do in 39 |
| 00:17:21 | 00:17:25 | minutes basically because of the timing |
| 00:17:23 | 00:17:27 | of when i'm creating this because i've |
| 00:17:25 | 00:17:29 | done one of these before and it said 52 |
| 00:17:27 | 00:17:31 | minutes so this will be dynamic it says |
| 00:17:29 | 00:17:32 | your test will start pulling your target |
| 00:17:31 | 00:17:35 | audience to measure the impact of your |
| 00:17:32 | 00:17:37 | facebook ads you can come back to start |
| 00:17:35 | 00:17:40 | viewing your results in experiments when |
| 00:17:37 | 00:17:42 | you've received 250 pull responses they |
| 00:17:40 | 00:17:45 | will email you when your results are |
| 00:17:42 | 00:17:47 | ready so if you don't get more than 250 |
| 00:17:45 | 00:17:49 | pull responses you will not be able to |
| 00:17:47 | 00:17:51 | see the results of the test this is |
| 00:17:49 | 00:17:53 | still going back to some of facebook's |
| 00:17:51 | 00:17:54 | privacy information wanting to make sure |
| 00:17:53 | 00:17:57 | that there is a big enough data set to |
| 00:17:54 | 00:17:59 | go on that you can't find out any user |
| 00:17:57 | 00:18:01 | information and that it's coming closer |
| 00:17:59 | 00:18:03 | to having some sort of significance i'm |
| 00:18:01 | 00:18:05 | not going to create this test and i will |
| 00:18:03 | 00:18:07 | be quite honest i don't have any tests |
| 00:18:05 | 00:18:09 | created for a brand survey to show you |
| 00:18:07 | 00:18:12 | the results for so i apologize for that |
| 00:18:09 | 00:18:14 | but when you're ready to in the way that |
| 00:18:12 | 00:18:17 | we were on the experiments page to begin |
| 00:18:14 | 00:18:19 | with you can click over into results and |
| 00:18:17 | 00:18:21 | this is where your results will show up |
| 00:18:19 | 00:18:23 | once you have created the test like i |
| 00:18:21 | 00:18:24 | said there's nothing here but you can |
| 00:18:23 | 00:18:26 | imagine what it would look like overall |
| 00:18:24 | 00:18:28 | these tests are very easy to set up and |
| 00:18:26 | 00:18:31 | i have seen some of them in the wild |
| 00:18:28 | 00:18:34 | they do blend in relatively well into |
| 00:18:31 | 00:18:36 | the facebook or instagram interface and |
| 00:18:34 | 00:18:38 | they are very impactful when you can |
| 00:18:36 | 00:18:40 | start to show the ad recall or the |
| 00:18:38 | 00:18:42 | potential actions that users might take |
| 00:18:40 | 00:18:44 | and their willingness to do that again |
| 00:18:42 | 00:18:47 | it doesn't come back to be as easy as |
| 00:18:44 | 00:18:49 | clicks or conversions but advertising |
| 00:18:47 | 00:18:51 | does have kind of that halo effect of |
| 00:18:49 | 00:18:53 | brand awareness and this is one of the |
| 00:18:51 | 00:18:55 | best ways that we can possibly measure |
| 00:18:53 | 00:18:57 | that even if it isn't exactly perfect i |
| 00:18:55 | 00:18:59 | would love to hear from you guys if you |
| 00:18:57 | 00:19:02 | have any additional questions on how to |
| 00:18:59 | 00:19:04 | set up a brand survey any best practikes |
| 00:19:02 | 00:19:05 | or even if you've run a test i'd love to |
| 00:19:04 | 00:19:06 | hear some of the results that you've |
| 00:19:05 | 00:19:08 | seen and if you've seen a positive |
| 00:19:06 | 00:19:10 | return on your ads thanks for watching |
| 00:19:08 | 00:19:12 | our video if you thought it was useful |
| 00:19:10 | 00:19:13 | give us a thumbs up below we release a |
| 00:19:12 | 00:19:15 | new video at least once a week so if you |
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