The maximize Lift bidding tool will be available until 31 March 2022.
YouTube’s once-popular targeting tool – Maximize Lift – which helps marketers target users who are not already aware of the brand. The tool uses survey research data along with machine learning to serve ads to sought-after users.
Google claimed that the company is shutting down Maximise Lift to focus on other, more effective tools. This tool has certain limitations. For instance, it requires a large amount of survey data to maintain, and marketers can expect to detect a lift after receiving 4,100 survey responses. Its inability to work with small sample sizes makes the product complicated and expensive.
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.”
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