Explore the Power of YouTube with Search Lift Studies

OMG's YouTube Management Get The YouTube Ads Guide

The Challenge

Measuring YouTube's impact is hard.

YouTube ads are extremely powerful. But often misunderstood. The path to success isn't as obvious or as straightforward as other channels. A big hurdle is measurement.

A primary reason for this is the way people interact with YouTube. Most people are on YouTube for a specific reason. They are learning about a specific topic, trying to solve a specific problem, or watching their favorite creator. They are not very likely to click on your ad, but if you really strike a chord, they might. Or, more likely, they'll look for you later, which is great for sales. Bad for measurement.

So, how do you measure success? One approach is to utilize search lift studies.

‍

The Approach

Our approach involved conducting Search Lift studies, which are randomized controlled experiments that measure how YouTube ads affect user perceptions and behaviors. These studies analyze organic searches on YouTube and Google to determine how a brand's campaign influences a user's likelihood of searching for specific keywords. In the case of these two brands, the keywords being measured were their brand names, showing us the impact of YouTube on driving increased brand interest.

‍

The Results

‍Automotive Product Brand

An automotive product brand experienced a remarkable increase in search traffic as a result of their YouTube Ads campaigns, seeing a staggering 281% Relative Lift in search behavior among users exposed to their YouTube Ads. Even more impressive was the 1000% Relative Lift from users who were delivered YouTube Ads on connected TVs, highlighting the shifting landscape in terms of how users use YouTube and how YouTube Ads on TV screens can drive greater results than other devices.

‍

‍Home Goods Brand

A luxury home goods brand also saw significant results with their YouTube campaigns. Their campaigns led to a 47% Relative Lift in search activity, with a phenomenal 246% boost from users who saw their YouTube Ads on connected TVs. This indicates that TV screens were more than 5x more effective in driving Search Lift for this brand than other devices.

‍

Month Over Month Growth

281%

Relative Lift for Automotive Brand

47%

Relative Lift for Home Goods Brand

1000%

Connected TV Relative Lift For Automotive Brand

Explore the Power of YouTube with Search Lift Studies

Month Over Month Growth

Ready to talk strategy?