What the Heck is Facebook’s Estimated Ad Recall Lift?
December 11, 2018
December 11, 2018
Hey everybody, this is Adam with ParaCore and in today’s video, I’m gonna review estimated ad recall lift and explain what the heck it is, how it works, and how we can use it. So estimated ad recall lift is a metric in Facebook ads that allows you to, that’s basically used in the brand awareness objective, so basically saying “Hey, how many people are gonna remember my ad, “are gonna recall my ad in the future?”
So it’s called a lift on the ad recall. And the important thing to note is that there are a lot of different objectives in the Facebook Ads platform, and when you choose an objective that’s what Facebook optimizes your campaign for. So you have traffic to the website, you have conversions, you have video views, and then you also have ad recall lift, which is a brand awareness objective. So the idea behind ad recall is basically an estimate of the number of people that are gonna remember your ads if they’re asked within two days. Okay, let me repeat that. The number of people that are gonna remember seeing your ad if they’re asked within two days. So you might be wondering how the heck Facebook knows that and how they’re gonna figure that out. And here’s an example. So right here it says as estimated ad recall lift.
This is a retargeting prospect list. We ran it a while back. There’s 4,710 people it’s estimated are gonna remember my ad within two days with a reach of 48,636 and then almost 80,000 impressions. So our frequency’s about 1.8 or something like that. I don’t know the exact number. And it’s estimated that about 10% of the people reached will remember our ad in two days. And so you might be wondering how that’s even possible. And that’s a very good question. All right, so here’s what Facebook does. Facebook essentially runs your ads and then they periodically poll people who have either seen your ads and not seen your ads and say, “Hey, do you remember seeing this ad?” Well, if they say yes and they’ve seen the ad then that gives that as an indication of ad recall lift. They saw the ad and it indicates that they now remember it. If they saw the ad and they don’t remember it and they hit no, then that indicates that they, that there was no lift. So maybe the ad wasn’t very compelling, it wasn’t funny, it wasn’t interesting, whatever.
So basically people have seen the ads and they’re asked, “Do you remember this ad,” within two days, and they say yes or no, and that indicates the recall lift. And then they compare that, those results, against people that have not seen the ad and they’re then asked the exact same question, “Do you remember seeing an ad from ParaCore “or from Outdoor Venture Marketing,” and they say yes or no. And so then you have this set of data here where the people have seen the ad and they’re answering yes or no, and you have this set of data here from people that have not seen the ad, and they’re answering yes or no. And then they take the difference between the two and they do some sort of calculation and that is your estimated ad recall lift. So it’s really just purely an estimate that Facebook is using based on surveys that they’re running and you might see ’em periodically where it says, I’m actually gonna show you an example of one right here, where it shows you, “Do you recall seeing an ad “for Acme Bike online,” blah blah blah, “in last two days?” And then you click yes, no, not sure, and then like I was saying before, based on those results they then run algorithm and they determine what your lift is.
So from a brand awareness perspective, if you wanna get your brand out there and you want more exposure and you just want your name recognized, this is a good metric because if you have compelling ads and you have things that are memorable then your ad recall lift is gonna be higher. If you have really boring ads and they don’t remember who you are, then your ad recall lift is gonna be lower. So it’s an indication of the quality of your ads and how memorable you, your copy, your ads are with your intended audience. All right, so you can also request that they do, that they run these polls for your ad campaign specifically. It’s only for qualified ad accounts to run the poll and basically do an intentional analysis on your campaign that you get information on. But most are just running behind the scenes and they’re running those tests and then basically optimizing your campaign so that more people are recalling the ads versus less. So that’s the mystery and the magic behind the estimated ad recall lift metric which is, I know that when I first started looking at I was like, “What in God’s name is going on here?” Like, “How do they even figure that out?” It’s based on polling, and it’s based on polling people that have and have not seen your ad and then if they remember your ad.
So from a brand owner’s perspective, good place to go. And that’s about it. It’s only available in brand awareness, post engagement, and video view campaigns and objectives. So thanks for watching. My name’s Adam with ParaCore. We’re a pay-per-click lead generation agency that runs Facebook Ads, AdWords, and things like that. If you have any questions, please let me know. Comment. Like the video, subscribe. And thanks for watching. I’ll see you in the next video.
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