Phasing out maximize lift

BY CASSANDRA ALVARO, PPC EXECUTIVE

On March 31st, YouTube stopped using the popular targeting tool; Maximize Lift bidding. Maximize Lift Bidding helped marketers target users weren’t already aware of their brand and the tool used survey research and machine learning, in order to serve ads to sought-after users.
In more detail, Maximize Lift used details input by advertisers about their brands and products to generate content to be used as research in these Brand Lift surveys.

 These survey responses were then used by Maximize Lift to focus on consumers that may be the best fit for products or brands. Unlike other bidding types, Maximize Lift didn’t optimise towards views, rather would optimise towards lift.

According to Google, the company is  shutting down Maximize Lift to focus on other, more effective tools: “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,” a spokesperson for Google said.

YouTube originally introduced Maximize Lift in beta in 2018, along with a suite of other machine learning tools. One of which was True View for Action. That was also phased out last year.

It was said that the tool was good, and useful, but it doesn’t match up to where YouTube is now at in terms of advertising and spend, so it was time for it to go.