Display ad effectiveness surveys

To measure the performance of display campaigns and their impact on user behavior and brand perception, launch surveys evaluating their effectiveness when you start the campaign:

• Brand Lift shows changes in brand metrics during the course of advertising campaigns.

• Search Lift measures how your ads increase the number of branded search queries.

• Visit Lift analyzes the impact of your ads on site traffic.

• Target Lift assesses how display ads affect the number of on-site conversions.

Virtual auction

We survey two actual audiences of your advertising campaign:

• A test group consisting of users who have seen the ad.
• A control group made up of users who are intentionally not exposed to the ad.

How we form the control group

A control group is created through a virtual auction. Similar to a regular auction, it identifies users who match the settings of a specific campaign and who would otherwise see the ad.

The advertiser's ad participates in the auction and wins it, but isn't displayed. The user for whom the impression was intended becomes part of the survey's control group.

These users are attributed a virtual impression: a potential ad impression that wasn't completed because the user was added to the control group. The advertiser isn't charged for these impressions.

Virtual auctions offer surveys aimed at evaluating campaign results the most objective way to compare test and control groups. These groups are as similar in composition as possible, differing only in the final stage, where the control group isn't shown the ads. Brand Lift, Search Lift, Visit Lift, and Target Lift control groups consist exclusively of users who participated in a virtual auction.

Questions?