In today's advertising landscape,
it is harder than ever to measure the full impact
of advertising initiatives,
given the rise of all these trends:
Customer journeys are more complex,
as people interact with ads across different environments
which don't always speak to one another,
Cookie-based measurement continues to degrade,
leaving advertisers with less visibility
into the full customer journeys,
and Marketers needing to do more with less:
they have less visibility into how their ad spend is performing,
all the while having increased scrutiny for profitability.
To address these challenges,
advertisers are turning to a blended approach
of multiple measurement tactics, including Multi-touch attribution,
Incrementality experiments and Marketing Mix Models,
to get a comprehensive and robust view
of how their ad dollars are performing.
Incrementality experiments are important now, more than ever,
because they are the most accurate way
to understand how effective your ads are at driving the action
that you care about at a certain point in time.
Incrementality experiments, also called Lift experiments
tell you how many of your conversions
are truly caused by your ads,
versus how many would happen anyway with or without ads.
To help you measure your Google campaigns' incrementality,
we are introducing Conversion Lift in Google Ads.
Conversion Lift allows you to measure
the incremental conversions driven by your
Google Ads campaigns.
Google Conversion Lift
enables you to run a controlled experiment
whereby you can separate your audience into two groups,
one group which receives ads
and one group which is held back from receiving ads,
and measure the lift by comparing
downstream conversions from each of these two groups.
The difference in conversions between these two groups
will tell you the "lift", or the increase in conversions
that are caused by the presence of the ad.
Google Conversion Lift allows you to
split the treatment and control groups
based on users, or based on geography.
Conversion Lift based on users randomly separates
your audience into users who see your ads
and users who are held back from seeing your ads,
while Conversion Lift based on geography compares performance
from regions where your ads are shown
to regions where they are held back.
By measuring incrementality, you can better understand
how effective your ads are
and make smarter advertising decisions.
Creating a Conversion Lift study is easy.
Today, we'll focus on how to create a study
measuring Conversion Lift based on users.
Let's get started.
To begin setting this up,
click on "Tools and settings",
then click on the "Lift measurement" section.
Now, click on the "+" button to create a new study.
You'll see a new window
where you'll need to choose "Conversion Lift"
in the "Based on users" section.
Pro tip: If you're measuring a video campaign,
you can measure a lift across the full funnel,
including Brand Lift, Search Lift and Conversion Lift.
Now, choose which campaigns
you'd like to measure with Conversion Lift.
Then, select the start and end dates for your study.
Next, review the feasibility status in the right-hand column
for an estimate on how likely you are to get conclusive results
based on the campaigns being measured.
A "High" feasibility status will offer you
the best chances of a successful study.
Note that changing the duration of your experiment
or optimizing your campaigns
or budget to measure more conversions
will help you achieve a "High" feasibility status.
Finally, click "Save".
Congratulations!
Your Conversion Lift study is set, and will automatically
begin measuring Lift on the experiment start date.
As a best practice, when trying to optimize
your campaigns to drive Conversion Lift,
we recommend to optimize your campaign
by using conversion or conversion value-based bidding.
Also, try using data-driven attribution to bid towards
the touch points that are likelier to have higher incrementality,
ensure your creatives are action-oriented
so that you can drive users
to the outcome you're trying to measure,
and always set the test length
to cover at least two conversion windows.
Depending on the conversion volume,
you'll be able to view the following
Conversion Lift metrics in Google Ads:
Incremental Conversions,
Incremental Conversion Value,
and Relative Conversion Lift.
To get started,
reach out to your Google account team to get access.
For more information on how to use Conversion Lift,
you can visit the Help Center.