One of the metrics we consider when using the brand awareness, video views, and page post engagement objectives on Facebook ads is estimated ad recall lift. However, what does it signify, and how does Facebook determine it?
According to Facebook, “estimated ad recall lift (people) is the estimated number of people who are likely to remember your ads in two days.” It distinguishes between “predicted recall” among viewers of your advertisement and non-viewers. Facebook also mentions this in the post describing the metric, though:
Ad recall studies historically include a proportion of people who claim to have seen your advertisements despite not having been shown them. To calculate lift, this percentage is taken into account when estimating ad recall. [/quote].
You must customize one of your columns and include the metric in your view in order to see estimated ad recall lift (people) in your Ads Manager. But be warned. Facebook notes that it is only an estimate and that it “may be inaccurate.” ”.
The metric is influenced by many factors. The effectiveness of the creative, the audience, and the current brand awareness can all be evaluated. Comparing the efficiency of different strategies can actually be very helpful for making wise audience and creative choices. But Facebook advises that you first carry out brand polling if you do decide to measure it more precisely for larger campaigns. Read more:
What the Heck is Facebook Ad Recall Lift?
Measures an ad’s memorability
When a team creates an advertisement, they probably want the message to stick in viewers’ minds. Memorable content encourages viewers to act in a particular way in response to the promotional content’s message. A marketing team can identify patterns or ad elements that enhance memorability by estimating how many people recall an advertisement’s content. The creative aspects of advertising, such as copywriting, graphic design, or marketing strategy, may benefit from this metric as well.
Take a poll
Using a social media poll is one way to gauge ad recall. These questionnaires can enquire about people’s memories of seeing advertisements as well as their recall of the goods or services those advertisements promoted. To create a control group that balances the estimated rate of recall, you can send surveys to people who saw the advertisement and people who didn’t.
Broadens the process of evaluation
The ad recall lift metric can aid in campaign analysis and expand the scope of the evaluation process for an advertisement. This metric can be used by marketers to gauge the recall rate of an advertisement as they evaluate the success of a promotion. Using an ad recall lift may also help advertisers focus their target market or suggest that they try a different strategy. Marketers can continue to enhance their procedures, materials, and success by incorporating ad recall lifts into the evaluation process.
How is ad recall measured?
Depending on who calculates it, there are different ways to measure ad recall. Aside from platforms and tools that can directly assist you, research teams can also measure ad recall.
However, Facebook and Google are where digital advertisers will primarily run into the ad recall metric. Here’s how it works out on both platforms:
Although Facebook claims the “estimate” is extremely accurate, the metric for ad recall is known as “estimated ad recall” on the social media platform. The metric is available for those targeting objectives like:
The estimated ad recall lift metric gives Facebook advertisers an idea of how many people would remember seeing their ad if they were asked about it within two days. According to Facebook, it’s a good indicator of how well an ad resonates with its audience.
Ad recall lift, a campaign optimization choice, will show your ads to people who are most likely to remember them two days after seeing them.
Traditionally, surveys would be used to determine this metric and audience, but on Facebook, the company’s algorithm chooses which users to deliver your ad to based on:
The results of a full ad recall survey are then estimated by Facebook using machine learning to analyze its data for the metric.
Specifically, the number of additional people who would respond “Yes” to the question “Do you recall seeing an ad from [brand] in the last two days” is what is meant by estimated ad recall lift (people).
This figure is calculated by posing the question to two groups—an exposed group that has seen the advertisement and a control group that hasn’t—and then comparing the responses.
In your reporting, you’ll see other metrics related to ad recall: cost per estimated ad recall lift (people) is the average cost per incremental person they estimate will recall seeing your ad if asked. Estimated ad recall lift (people) rate is the estimated incremental number of people who recall your ad divided by the number of people your ad reached. Reach is the number of people who were served an impression:
Facebook labels these ad recall statistics as “in development” because the algorithm that determines them is constantly refining its methodology and calculation.
You can order a brand lift study if you want to measure ad recall more precisely. Brand lift studies give you the opportunity to assess how well your advertisements are resonating with your audience using more in-depth tools, such as brand-specific polling and other awareness measurements. Contact a Facebook representative to find out if your brand qualifies.
On YouTube, determining ad recall is similar. With its Brand Lift product, YouTube allows its customers to go beyond basic metrics through two powerful tools to determine things like consideration, favorability, purchase intent, and awareness — all of which are closely related to recall.
First, they use surveys. They can determine whether recall has improved by isolating two groups, one that has seen the advertisement and one that hasn’t, and asking them the same question about it. It is simple to determine if your advertisement was memorable because the only difference between the two groups is whether or not they saw the advertisement.
By monitoring organic Google searches, Brand Lift will also gauge how much interest your campaign creates in your brand. com and YouTube. They choose at random a group that saw your advertisement and a control group that didn’t see it, just like in surveys. After that, they contrast the organic search habits of the two groups, examining how frequently they use keywords associated with your brand or campaign. The difference in searches can be attributed to your campaign.
Only video campaigns on YouTube, specifically in-stream and bumper ads, are eligible to conduct Brand Lift studies. For your campaign to qualify, the following conditions must be met:
Should you target ad recall lift?
Understanding the metrics between impressions and click-through rate is essential now more than ever because the buyer’s journey is getting more complicated. What is a viewer doing, thinking, or reacting to when they see an advertisement but don’t click it?
The answers form the basis for campaign optimization.
At performance digital marketing agency, Metric Theory, they claim that metrics like those provided by YouTube Brand Lift studies can inform creative:
Brand Lift Studies are a special way to evaluate the effects of video campaigns, which have a significant real-world business impact beyond simple conversions. Successfully conducting a study can demonstrate the effectiveness of your YouTube marketing efforts or indicate that it’s time to change up your creative or targeting strategies.
Putting the tool to the test, digital marketing agency, Clix, spent $7,000 on a YouTube Brand Lift study that spanned two weeks and multiple videos. Here’s what they found:
Determining ad recall can be very beneficial for a brand with the right budget, which is primarily focused on brand awareness. However, for many others, it will be challenging to defend ad recall lift as an optimization. Although it’s excellent for launching a new product or entering a new market, it’s extremely challenging to link to bottom funnel metrics.
While many companies have seen positive ad recall lift on Facebook — like Breitling, Tostitos, Amica Insurance, and more — the big question is:
What direct effects does an increase in ad recall have on your revenue?
Currently, the research isn’t clear or robust.
Yes, brand awareness campaigns can profit from an attention-grabbing, highly memorable advertisement. But your ad’s objective should always be to direct visitors to a post-click landing page, where conversions take place.
Today, we’re looking at Facebook’s Estimated Ad Recall Lift: what it is, why it matters, and how to leverage it to your advantage. We’ll also see how it works with the Brand Awareness objective in your Facebook marketing campaigns.
Your marketing campaign’s goal is to achieve a Facebook campaign objective. There are goals for things like traffic, conversions (sign-ups, sales, etc.), and other things. ), impressions, and one for brand awareness.
Each of these goals offers various metrics and gives you various information.
Simply choose brand awareness during campaign creation when creating your campaign.
You’re probably wondering how in the world Facebook can measure brand awareness.
Although it seems difficult, they’ve managed to do it easily. However, let’s first define the metric so that you are fully aware of what it means.
FAQ
What is a good ad recall lift percentage?
We’ve discovered that using 6% as a benchmark is a good way to assess performance. You can assess your brand’s social media posts against the ad recall rate to determine which are “sticking” better. Cons: It’s not very flexible.
What is average ad recall lift?
Common ad recall lift rates are about 9%, and most campaigns fall between 4% and 17%, according to Facebook information, so what is a “good” estimated ad recall lift rate?
What does recall lift mean?
Marketing experts use an ad recall lift metric to gauge the proportion of consumers who recall an advertisement’s content. This measurement compares the number of people who see an advertisement and may remember it to the number of people who do not see the advertisement.
What is a good brand recall score?
Divide the number of survey respondents who correctly identified your brand by the total number of respondents to determine your brand recall rate. The final step is to multiply the result by 100 to create a percentage. A number below 50 means you need to increase or improve brand recall.
