Google will be ending support for Maximize Lift bidding for YouTube, the company said, leaving a TrueView, in-stream ads option behind as YouTube continues to enhance its ad offerings.
What it did. Maximize Lift was a very specific bidding strategy that worked in conjunction with Brand Lift measurement with a goal of hitting more of the right audience that was currently in the consideration phase. If you aren’t familiar with Brand Lift, it is a tool that helps to measure recall, awareness and consideration and requires a Google Account Rep to activate on your behalf.
Maximize Lift used details input by advertisers about their brands and products to generate content to be used in Brand Lift surveys. The survey responses were then used by Maximize Lift to focus on those consumers that may be the best fit for your products. Unlike other bidding types Maximize Lift didn’t optimize towards views, rather would optimize towards lift.
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“We launched Maximize Lift as a beta in 2018 to optimize TrueView in-stream campaigns,” a Google spokesperson said. “While we did see some success, we are sunsetting the bidding tool to focus on scalable solutions like skippable in-stream ads that are more in line with how advertisers want to buy.”
Maximize Lift was launched in 2018 with the allure of driving meaningful B2C results. Upon release, Google touted a 2x return on ad spend for COVERGIRL’s Lashblast Mascara product. However, it seems that there has been less and less focus lately on Brand Lift within YouTube.
Why we care. If you are an advertiser that uses Maximize Lift bidding, you’ll need to look for other solutions come April 1. Additionally, this change may alter the results that you see in Brand Lift if you have been leveraging Maximize Lift at the same time.