Examining What Amazon Brand Lift Is

Building a robust and recognizable brand presence is the cornerstone of long-term success in eCommerce. Amazon, as one of the world's largest online marketplaces, understands the pivotal role of not only driving sales but also enhancing brand recognition and customer engagement. In this in-depth guide, we delve into Amazon's Brand Lift program, a potent tool for advertisers looking to measure the true impact of their ad campaigns and create a lasting impression on their target audience.

Understanding Amazon Brand Lift

Brand lift is a familiar concept for seasoned marketers, representing the increase in user interaction resulting from advertising campaigns. Amazon Brand Lift, introduced in late 2021, takes this concept to the next level by offering advertisers a deeper understanding of their ad campaign's effectiveness. It goes beyond mere impressions and clicks to provide valuable insights into how customers perceive brands and products.

Amazon Brand Lift leverages real feedback from Amazon shoppers who have been exposed to your ads. Through carefully designed surveys, Amazon assesses various aspects of customer interaction with your brand, such as ad recall, brand awareness, and purchase intent. This data enables you to gain a more accurate and holistic picture of how your ads impact your brand's reputation and, ultimately, your bottom line.

Eligibility and Accessibility

Amazon's commitment to accessibility and ease of use extends to the Brand Lift program. All ad campaigns run through the Amazon Demand-Side Platform (DSP) are eligible for Amazon Brand Lift studies. To determine the feasibility of studies for their specific campaigns, brands are encouraged to consult with Amazon account executives. The process of creating a study within the Amazon DSP console is streamlined and user-friendly, ensuring quick turnaround times. Results are typically available in as little as 30 days, providing actionable insights promptly.

Geographical Availability and Costs

As of now, Amazon Brand Lift is available in select regions, including the United States, Canada, Germany, France, and the United Kingdom. While it was initially launched as a beta program, it has gradually expanded its reach and is expected to become available in more countries over time. One of the most attractive aspects of Amazon Brand Lift is its cost – it's free for advertisers, provided that their campaigns meet the minimum spend and impression requirements, which may vary depending on the specific marketplace.

How Amazon Brand Lift Works

Amazon's approach to Brand Lift is both innovative and data-driven. To measure the impact of your ad campaigns accurately, Amazon surveys at least 1,000 participants, dividing them into control and ad-exposed groups. These participants are sourced from the Amazon Shopper Panel, an invite-only program where individuals earn rewards by completing surveys and sharing receipts from non-Amazon.com purchases. With over 200,000 active customers participating monthly, the program boasts an impressive response rate of over 50%.

Each Amazon Brand Lift study can encompass up to 10 orders, with eligibility determined by the aggregate budget and duration of those orders, totaling at least 2 million impressions. The survey collects data for up to 7 days, with results typically available within a week after the survey's conclusion.

Creating Your Study

Amazon Brand Lift operates by surveying a minimum of 1,000 participants, categorized into control and ad-exposed groups. These participants are drawn from the exclusive Amazon Shopper Panel, a program where members earn rewards for completing surveys and sharing non-Amazon.com purchase receipts. Typically boasting a response rate exceeding 50%, the program aligns seamlessly with Amazon Brand Lift, ensuring robust data collection. Each study allows for up to four questions, and templates are readily available for customization. One study can encompass assessment of up to 10 orders, with eligibility determined by the aggregate budget and duration, necessitating a minimum of 2 million impressions to ensure data significance. Survey results are collected over a 7-day period, with final outcomes typically available within a week after the survey's conclusion.

Completing Your Study

When enhancing your Amazon Brand Lift study, specific steps are pivotal. In the settings section, you can assign a memorable name, choose a benchmark category that remains concealed within the survey but aids in benchmarking your campaign's performance. Further, you provide a brand or product name, ensuring alignment with the promoted orders. Subsequently, identifying a relevant brand or product category is vital, reflecting your brand's peer set. To enhance the study, input 2 to 4 peer brands or product names in the designated field, offering panelists options in the Preferences question. This meticulous process ensures that your study captures essential insights effectively.

Adding questions to your study is a critical aspect, and you can incorporate up to four inquiries, focusing on objectives such as awareness, preference, favorability, attitudes, intent, and ad recall. While the first question must pertain to awareness to prevent bias, templates are at your disposal for editing to match your campaign objectives. Following the creation of your study, it undergoes an approval process, typically taking a week or less. During this period, adjustments are still permissible, although they might extend the waiting period. Once your study receives approval and meets feasibility criteria, it commences, which can take over a month, depending on your ads' impression rate. Subsequently, survey questions are distributed to participants, and the study unfolds over a 7-day duration, allowing for a comprehensive evaluation of your campaign's impact.

Tips to Create a Quality Study

To ensure the accuracy and reliability of your results, adhering to best practices is paramount when preparing your study:

• The longer the campaign, the better. While 30 days is the minimum campaign length, extended study durations offer more confidence in the insights generated.

• Maintain the Order Impression Frequency within the range of 4 to 9, as Amazon has found that studies within this frequency tend to produce more robust results.

• Maintain consistent messaging across orders promoting the same brand or product. Simplicity is key to obtaining the best results.

Privacy and Reporting

Amazon Brand Lift studies prioritize privacy and offer detailed insights with easy reporting. These studies are conducted in collaboration with the Amazon Shopper Panel, providing objective and aggregated results. Advertisers can trust that the data collected is privacy-safe and can be used to make informed decisions about their ad campaigns.

In conclusion, Amazon Brand Lift is a potent and invaluable tool for advertisers seeking to measure the true impact of their ad campaigns on Amazon's vast platform. It offers insights that go beyond superficial metrics, enabling brands to understand how customers perceive their products and ultimately build stronger, lasting relationships with their target audience. By following best practices and leveraging this program, advertisers can optimize their campaigns to not only drive brand recognition but also boost sales, setting the stage for long-term success in the competitive eCommerce landscape. We hope this blog post helps paint a bigger picture of your brand!

Thank you,

Commerce Canal Team

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