Google is rolling out a new Enhanced Brand Lift study to more advertisers, giving brands a more sensitive way to measure campaign impact—at the cost of a significantly larger budget. What’s happening . Advertisers can now choose between two Brand Lift Study options in Google Ads: Standard Brand Lift , which measures lifts of 2% or higher. Enhanced Brand Lift , which can detect lifts as low as 1.2%. Google says the enhanced option requires approximately three times the budget, but increases the likelihood of detecting a positive lift by 60%. Why we care . Measuring the effectiveness of brand campaigns has long been challenging, particularly…
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