How to launch Brand Lift and Brand Lift with Top of Mind

The Brand Lift with Top of Mind survey is available for new display campaigns with banners, videos (including non-skippable videos), video banners, and fixed CPM campaigns.

Brand Lift with Top of Mind begins when the campaign starts and ends as soon as sufficient data is collected. The recommended campaign duration is 2 to 4 weeks.

You can enable Brand Lift with Top of Mind for multiple campaigns.

However, if a campaign has Brand Lift with Top of Mind enabled and uses the Increase brand metrics strategy, it can't be added to the same survey with campaigns that have a different strategy selected.

Step 1. Prepare your campaign

Create a new display campaign or fixed CPM campaign, specify the main parameters, and add ads to it.

Mandatory criteria for a Brand Lift with Top of Mind:

• Audience reach: over 6 million users.
• The minimum budget for the entire placement period is ₽5,000,000 without VAT (see values for other currencies).
• The minimum daily budget is ₽355,000 without VAT (see values for other currencies).
• The campaign's end date is specified.

The budget for the day and for the entire advertising period is based both for the values set and actual costs according to Yandex Direct statistics.

All these criteria must be met for the entire campaign period, or the survey may be suspended. For example, if the actual daily budget for a campaign is 360,000 rubles, and its duration is 12 days, then the survey is stopped, because the forecast budget for the entire advertising period is 4,320,000 rubles, which is less than 5,000,000 rubles. That's why it's better to check the Brand Lift with Top of Mind criteria a couple of days after the campaign launch.

Step 2. Configure your survey

In the campaign parameters, click Add a Top-of-Mind survey under Brand Lift.

In the menu, select:

• An existing Brand Lift with Top of Mind survey — to add this campaign to an existing survey.

• New Brand Lift with Top of Mind — to create a new survey.

New survey

Select three metrics from the list:

1. Top of Mind Brand or Top of Mind Ad.

2. Brand Awareness and/or Ad Recall.

3. If you selected a metric in the previous step, add a third metric of your choice: Purchase Intent, Consideration, Brand Favorability, or Ad Message Recall.

Make sure to choose the most relevant survey category. Your category name is inserted in place of the square brackets in the Top of Mind question and must be plural:

• Ads from what [brands in this category] have you seen in the last two weeks?

• What [brands in this category] do you know?

Complete the whole survey form. Add your brand details and enter up to four competitor brands. If you have selected an additional Ad Message Recall metric, enter the ad messages of your campaign and competitive campaigns.

The survey must match the requirements.

After filling out the survey form, you can adjust the wording of the Top of Mind question by clicking Customize in the Preview survey field.

For example, if you want the question to be "What credit cards do you know?", select the Banks category and edit the automatic question "What banks do you know?" to match your desired wording.

Use the Customize button to ensure the category name is consistent across all survey questions.

The category should be as relevant to the survey topic as possible, because the brands listed in responses to the Top of Mind question are automatically identified based on your selected category.

Be sure to customize the category name, including for standard metrics. Replace "brands" with the category name you specified in the Top of Mind metric. If the name is too long, phrase it as closely as possible to the one from Top of Mind instead of keeping "brands".

The relevance of your specified category affects the accuracy of the survey results.

If you haven't found a suitable survey category, contact your manager so we can add it.

The preview of the survey is shown below the settings. Check the data and save the survey parameters.

Add logos for better brand recognition by respondents

Using logos in a survey increases its effectiveness. You can choose to either include logos for all brands or for none.

How to add a Brand Lift with Top of Mind survey to multiple campaigns

To enable Brand Lift with Top of Mind for multiple campaigns, select them on the campaigns page, then click Actions -> Run Brand Lift with Top of Mind. In the window that opens, create a survey or select an existing survey.

Step 3. Submit your campaign for moderation

If your campaign has passed moderation, ad impressions start regardless of whether your survey passed moderation or not. If your survey is rejected, open the campaign settings and click Change settings in the Brand Lift with Top of Mind field. Correct the data to meet the requirements. Save the changes to re-submit your survey for moderation.

What's next

Brand Lift with Top of Mind begins as soon as the survey passes moderation and ends as soon as a sufficient number of questionnaires is accumulated. However, it can last up to 14 days after the campaign has stopped. When the survey is complete, you'll see the "Survey complete" status in the Brand Lift with Top of Mind field in campaign settings. To view the results, click View statistics and open the Brand Lift with Top of Mind tab.

The accuracy of Brand Lift with Top of Mind results depends on the amount of data collected. That's why we do not recommend stopping the campaign earlier than in 2–4 weeks. There might be not enough data to get any conclusive results before that.