Recently at the IAB 2013 conference, Google introudced a new tool AdWords tool called "Brand Lift surveys," that help advertisers measure the brand impact of their display campaigns via surveys.
Today, in a blog entry, Google provide detail about this new feature and how advertisers can begin to use it stating that ""Brand Lift surveys" in AdWords use the speed and scale of the web to help advertisers gain a better, more nuanced understanding of how their campaigns are performing. Results are accurate, occur in real-time, and don't cost anything extra.
With this new tool, "Advertisers will be able to set up and run Brand Lift surveys alongside their campaigns without any additional tagging, third-party set-up or fees, all from within AdWords," Google adds.
Here's how they work:
- "In AdWords, an advertiser designs a basic survey from a list of templatized questions about purchase intent, brand awareness, and other common categories.
- Then they launch their display or video campaign.
- Automatically, one group of users will see display ads from the advertiser's campaign, followed shortly afterwards by the survey. A second, similar group will not be shown the ads, but will receive the same survey.
- Publishers are paid for displaying survey questions on their sites, which helps to fund content and services online.
- Google compares the aggregated and anonymous data from the two groups of respondents and gives it to advertisers to measure the impact of their campaigns," google explains.
Below a video is explaining the Google Consumer Survey:
Update 03/15: A new "Think Insights," Google's new destination of resources "for insights and inspiration on digital marketing for advertisers and agencies" is launched today.
"Over at new Think Insights, you can learn about the latest research in digital marketing, be inspired by creative brand campaigns, and find useful products and tools," informs Google.
Additionally, you'll also find industry-leading case studies and Google's latest research, strategic perspectives, interviews with innovators and experts and more.
"The Product & Tools section contains information about our products and advertising platforms, as well as Planning Tools like the Brand Impressions tool and the popular Real-Time Insights finder," Google added.
Check it out here.