If your goal is to maximize reach and increase awareness by running a Video Reach Campaign (VRC) to keep your brand top of mind, two considerations to keep in mind before implementing a Brand Lift study are that lift results aren’t guaranteed because they rely on surveying people and measuring differences in response rates, and that lift isn’t a good always-on metric because, over time, lift for the same media will decrease—indicating that the media is working.

• Lift results are guaranteed because the test will keep running until there are statistically significant results.
• Lift results aren’t guaranteed because they’re based on surveying people and recording the differences in response rates.
• Lift is a good always-on metric, because it’s a key health indicator for the campaign’s creative assets and it should increase steadily over time.
• Lift isn’t a good always-on metric because lift — over time for the same media — will decrease, which means the media is working.

The correct answers are: Lift results aren’t guaranteed because they’re based on surveying people and recording the differences in response rates, and Lift isn’t a good always-on metric because lift — over time for the same media — will decrease, which means the media is working

Explanation: The given answer is correct. When planning a Brand Lift study for a Video Reach Campaign, two key considerations are:

Lift results aren’t guaranteed: Brand Lift studies rely on surveying a small portion of exposed and control groups. Responses can vary, and achieving statistically significant lift isn’t automatic, as it depends on campaign effectiveness and sample size.

Lift isn’t a good always-on metric: Lift tends to decrease over time for the same continuous media exposure. This isn’t a sign of failure; rather, it indicates the brand message has already saturated the audience, meaning the media has successfully achieved its “top-of-mind” goal. Thus, it’s better for campaign-specific measurement than continuous monitoring.

Reference: While a single definitive page stating these two points verbatim as considerations for Brand Lift might be elusive, these concepts are widely discussed in Google’s Brand Lift best practices and advanced measurement guides. For example, the idea that sustained exposure leads to diminishing new lift is a core tenet of frequency planning.

You can infer these points from: About Brand Lift studies – Google Ads Help: https://support.google.com/google-ads/answer/10285723

(This page details what Brand Lift measures and how it works, indirectly supporting these considerations about survey-based measurement and the nature of “lift” over time).