How to launch Brand Lift

Brand Lift survey is available for new campaigns of the following types:

Brand Lift analysis begins when the ad campaign starts and ends as soon as sufficient data is collected. The recommended campaign duration is 2 to 4 weeks.

Attention. If you add a Brand Lift survey to your campaigns more than three days after impressions have started, there might not be enough data to complete the survey.

We recommend setting up the survey before launching a campaign, and avoid adding a new Brand Lift to campaigns where you already completed such a survey.

You can enable Brand Lift for multiple campaigns.

Step 1. Prepare an ad campaign

Create a new display campaign or fixed CPM campaign, specify the main parameters, and add ads to it.

Mandatory criteria for Brand Lift analysis:

  • Minimum audience coverage is 2 million users.
  • The minimum budget for the entire placement period is 1,500,000 rubles without VAT (see values for other currencies).
  • Daily budget is at least RUB 70,000 without VAT (values for other currencies).
  • The campaign's end date is specified.
The budget for the day and for the entire advertising period is based both for the values set and actual costs according to Yandex Direct statistics.

All these criteria must be met throughout the ad campaign, otherwise the survey is suspended. For example, if the actual budget for a campaign per day is 72,000 rubles, and its duration is 12 days, then the survey is stopped, because the forecast budget for the entire advertising period is 864,000 rubles, which is less than 1,000,000 rubles. That's why it's better to check Brand Lift criteria a couple of days after the campaign launch.

Attention. Don't change your targeting after you have started your campaign with Brand Lift. The survey will not take changes into account and will yield irrelevant results.

Step 2. Configure your survey

In the campaign parameters, click Order survey under Brand Lift.

In the menu, select:

  • An existing Brand Lift survey — to add this campaign to an existing survey.
  • New Brand Lift — to create a new survey.
New survey

Select three indicators from the list.

Fill in your brand details and enter up to 4 competitor brands. If you have selected an additional Ad Message Recall metric, enter the ad messages of your campaign and competitive campaigns. The survey must match the requirements.

The preview of the survey is shown below the settings. Check the data and save the survey parameters. To make edits, use the Change settings button in the Brand Lift field.

Add logos for better brand recognition by respondents

Using logos in a Brand Lift survey increases its effectiveness. You can choose to either include logos for all brands or for none.

How to add a Brand Lift survey to multiple campaigns

To enable Brand Lift for multiple campaigns, select relevant campaigns on the campaigns page, then click Actions → Launch Brand Lift. In the window that opens, create a survey or select an existing survey.

Step 3. Submit your campaign for moderation

If your campaign has passed moderation, ad impressions start regardless of whether your survey passed moderation or not. If your survey is rejected, open the campaign settings and click Change settings in the Brand Lift field. Correct the data to meet the requirements. Save the changes to re-submit your survey for moderation.

What's next

Brand Lift begins as soon as the survey passes moderation and ends as soon as a sufficient number of questionnaires is accumulated. However, it can last up to 14 days after the campaign has stopped. When the survey is complete, you will see the "Survey complete" status in the Brand Lift field in campaign settings. To view the results, click View statistics and open the Brand Lift tab.

The accuracy of Brand Lift results depends on the amount of data collected. That's why we do not recommend stopping the campaign earlier than after 2–4 weeks. There might be not enough data to get any conclusive results before that.

Have questions?

Attention. Our customer service can help you with the campaigns created under the same login that you use to contact us. You can see your current login in the upper-right corner of the screen. Our team can access your data only when processing your request.