It is expensive to pay for advertisements, but what are the people who see them react to? Are they as effective as you believe they are? What are customers’ opinions about your company when they view the ads you’ve placed on your website? Amazon’s latest brand lift program, tries to answer these issues.
What is Amazon Brand Lift ?
Amazon Brand Lift is Amazon’s latest beta feature. It gathers data that can be used to determine the impact of your advertisements on your customers ‘ impression of your business.
Amazon Brand Lift beta is a brand new feature that is at no cost to companies operating DSP campaigns that last a minimum of 30 days and with a minimum budget of $50,000. To ensure that the platform has access to sufficient samples to give precise data to the marketer, Amazon also strongly recommends that each advertising campaign include a minimum of two million impressions.
The feature is now accessible via Amazon DSP. Amazon DSP video ads console. Amazon Brand Lift collects data by contacting 2 groups: an ad-exposed audience and an unadvertised group that is a control. The data collected will give feedback and details on how your target audience perceives your brand and the impact of your advertisements on the perception of your audience.
Amazon Brand Lift can collect results for as long as seven days. The results are available within a week following the end of the day for the poll.
Why is it important?
Amazon Brand Lift is a simple, insightful, and secure method for advertisers to measure the effect of mid-and upper-funnel advertising campaigns. With the participation of the large engaging, representative Amazon Shopper Panel community, Amazon Brand Lift helps provide tangible and objective measure results. The reports provide information, including how much an advertiser’s marketing campaign has impacted the proportion of people who claim to be familiar with a brand or are interested in buying from a company.
How to Use Amazon Brand Lift
You can access Amazon Brand Lift Beta through your Amazon DSP console. If you’re currently advertising on Amazon, you’re likely to be familiar with the platform.
Creating a Study
Once you’re in your console, click the option to create a study.
On the Create Study page, Look for the drop-down menu under the brand lift and then click Proceed.
In the section called Orders Select Orders. Select Orders. This is where you can find orders with the same product or brand you’d like to incorporate into your research. You can select between 10 and 10 items to be included in the study. All active or upcoming US advertising campaigns are part of the Amazon DSP console. Amazon DSP console can be eligible to be included in one of the Amazon Brand Lift studies. It includes TV streaming ads as well.
When you have identified the items you would like to highlight, Click add on each of these to be added to your chosen list. Check that your budget and duration of the campaign correspond to the Amazon Brand Lift study criteria.
Once you’ve made your selection of the orders you wish to add Once you’ve selected the orders, select apply changes at the bottom of the window for selecting orders.
Adding Details to Your Study
Once you’ve chosen the campaigns you wish to study, you’ll have to add more details in the Amazon Brand Lift study.
In Settings, You can choose a name for the study you’re conducting. Pick a memorable name and one that is relevant to the information you’re collecting.
Next, you must choose Then and select a benchmarking category. This will be used to determine the benchmark standards against which Amazon Brand Lift will compare the performance of your campaign.
Your benchmarking category won’t appear in the survey’s text. However, these norms will be accessible after completing the study and published in an aggregate.
Next, you must type in your name for the brand or product. Make sure that the name is consistent with the one promoted in the products you’ve selected for your research.
Then, you can enter after that a company or type which is relevant to your brand’s or product’s peers, for example, “salty snacks,” “home insurers,” as well as “new release movies.”
Then, you can add between 2 and 4 peer brands or names in your “Peers” field. These are products or brands that panelists are likely to look at together with your own. Amazon Brand Lift beta uses your submissions under Peers as options to answer the Preferences section in the event that you decide to include it.
Adding Questions to Your Study
The next step is to include your questions.
First, you’ll choose an Awareness question. Awareness is always the goal of the question to keep away from bias in the study. Inputs that are relevant from Settings will appear in the preview. You can modify your settings, should you need to.
When you’ve selected the knowledge question, then you may add three more questions. For each question you add, you must select an objective.
Completing the Final Steps of Your Study
Once you’ve filled in all the necessary information and completed your study, you’ll submit your research to be reviewed.
Most studies are expected to be reviewed within a week after the submission. You can look at the current status column of the Studies dashboard to check the status of your study at any point.
During the process of approval, you can make modifications to your study. Remember, however, that any modifications could increase the time required to get your study accepted.
After the Amazon Brand Lift study is accepted, you are unable to alter it.
If your research is approved, your campaign will start running when its feasibility has been established. This could take longer than 30 days based on the speed at which your campaign is able to start delivering impressions.
If your study has not been accepted, look at the status column to find out the reason. You are able to modify the changes requested and submit the study for review once more.
A Look Inside Amazon Brand Lift
Amazon Brand Lift can be accessible via the Amazon DSP console. Amazon DSP console using this link:
Create Study > Brand Lift > Continue > Orders > Choose Orders
Once you’ve created your research, you’ll instantly determine if you’re eligible or not.
If you meet the eligibility requirements, Amazon Brand Lift will declare your eligibility as eligible. ||Source: Amazon
You can also put up to four additional questions for each study that could fall on the following objectives of your campaign:
- Awareness
- Preference
- Favorability
- Attitudes
- Intent
- Ad Recall
There is no alternative to the initial campaign objective However. It must always be aware to avoid bias.
Select a template and modify the questions to suit. After you have completed the study, you must submit it for approval. The time for approval is usually about a week after the submission. In the meantime, while waiting for the final decision, it is possible to change your submission; however, this will prolong the wait time.
After your study has been approved, then it will begin to run once the feasibility criteria are achieved. Based on the speed at which your advertisements gain views, they could last for more than a month. Once the conditions are fulfilled, the survey questions are distributed to respondents, and the research is carried out for seven days. In the end, you’ll have to wait another 7 days to see the results, which look similar to this.
Increase Your Chances of Approval of Your Amazon Brand Lift Study
While the program is relatively new, Amazon has provided us with a number of guidelines to follow to prepare a study to be approved.
Make sure the frequency of the Order Impression is between 4-9.
Amazon has observed that studies that fall between these frequencies have better results.
Use orders that have the upper funnel goals.
Every order should have An Awareness, Consideration, or engagement goal. Orders that have a goal of conversion must be avoided.
Don’t include any remarketing campaign.
Remarketing audiences tend to be biased towards products or brands and won’t likely produce great results.
All of the included orders must promote the same product or brand and use the same messaging.
To get the best outcomes, try to keep things simple. Orders that feature multiple products but that are all part of an identical brand will be accepted. If you’re planning to run studies on multiple different brands and products, you can break them into distinct Amazon Brand Lift studies to achieve the highest quality and most precise results.
Only run one active study per product or brand.
Multiple studies on the same brand or for the same product can unintentionally result in bias in the study results.
Higher estimates of impressions and more extensive campaigns generally produce more statistically significant results.
The 30 day period is the minimum duration for campaigns, and the more time you spend on a study will yield the greater significance of the results. This means that the program has the chance to send sufficient surveys to panelists exposed to ads. As a result, the program will produce results you can trust.
Amazon Brand Lift vs. Google Brand Lift
Although Amazon Brand Lift is still quite brand new, its Google equivalent has been available since 2014. However, it’s not accessible to all Google advertising accounts and is only available for video ads, mostly on Youtube.
Google Brand Lift is also free and evaluates the effectiveness of ads so that marketers can determine how they can enhance. In addition, it focuses on non-traditional measures like brand recognition and recall of ads as compared to more conventional metrics such as impressions and clicks.
Like similarly to Amazon Brand Lift, it is a two-way street that has seen the ads and people who didn’t.
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