If you create a consideration Video campaign and want to measure it through a Brand Lift study, when should you set up that study to get optimal control and exposed groups?
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Correct answer: You'd do it before the campaign serves any impressions..
Why this is the answer
Brand Lift should be configured before the Video campaign begins serving impressions. This timing lets Google Ads form clean control and exposed groups from the start of delivery. The control group is held back from seeing the ads, while the exposed group is eligible to see them. Clean group separation is needed to measure the incremental effect of the campaign on consideration signals.
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