Methods and systems for measuring brand uplift for search campaigns

A system of measuring brand uplift in a computer network environment, comprising:

• a data processing system having a content selection module and a brand uplift calculation module, the data processing system configured to:
• receive a plurality of requests for content from a plurality of computing devices associated with device identifiers;
• identify, for each of the plurality of requests for content, a third-party content item of a first set of content items suitable for display with the content associated with the request, each of the first set of content items identifying a first brand;
• determine that a first brand promoted by the identified third-party content item is participating in a brand uplift experiment;
• determine, responsive to receiving the requests for content, to display third-party content items of the first set of content items to a first subset of the plurality of computing devices, the first subset of the plurality of computing devices associated with a first subset of the device identifiers;
• provide, for display, the third-party content items of the first set of content items at the first subset of the plurality of computing devices responsive to determining to display the third-party content items of the first set of content items to the first subset of the plurality of computing devices;
• determine to not display the first set of content items to a remaining subset of the plurality of computing devices that are associated with a remaining subset of the device identifiers;
• select, for the remaining subset of the plurality of computing devices, third-party content items of a second set of content items, none of the second set of content items identifying the first brand;
• identify, from a search query log including search queries associated with the device identifiers corresponding to the plurality of computing devices, a portion of the first subset of device identifiers that performed a search using a search query that included a keyword from a predetermined set of brand keywords associated with the first brand;
• determine a first brand awareness metric value based on a ratio of the portion of the first subset of device identifiers to the first subset of device identifiers;
• identify, from the search query log, a portion of the second subset of device identifiers that performed a search using a search query that included a keyword from the predetermined set of brand keywords associated with the first brand;
• determine a second brand awareness metric value based on a ratio of the portion of the second subset of device identifiers to the second subset of device identifiers;
• compute a brand uplift metric value indicating an uplift in brand awareness of the first brand identified by the first set of content items based on the first brand awareness metric value and the second brand awareness metric value;
• and
• display, to a content provider of the first set of content items, the brand uplift metric value indicating the uplift in brand awareness of the first brand.

A computer readable storage medium storing instructions that when executed by one or more data processors, cause the one or more data processors to perform operations comprising:

• receiving, a plurality of requests for content from a plurality of computing devices associated with device identifiers;
• identifying, for each of the plurality of requests for content, a third-party content item of a first set of content items suitable for display with the content associated with the request, each of the first set of content items identifying a first brand;
• determining that a first brand promoted by the identified third-party content item is participating in a brand uplift experiment;
• determining, responsive to receiving the requests for content, to display third-party content items of the first set of content items to a first subset of the plurality of computing devices, the first subset of the plurality of computing devices associated with a first subset of the device identifiers;
• providing, for display, the third-party content items of the first set of content items at the first subset of the plurality of computing devices responsive to determining to display the third-party content items of the first set of content items to the first subset of the plurality of computing devices;
• determining to not display the first set of content items to a remaining subset of the plurality of computing devices that are associated with a remaining subset of the device identifiers;
• selecting, for the remaining subset of the plurality of computing devices, third-party content items of a second set of content items, none of the second set of content items identifying the first brand;
• identifying, from a search query log including search queries associated with the device identifiers corresponding to the plurality of computing devices, a portion of the first subset of device identifiers that performed a search using a search query that included a keyword from a predetermined set of brand keywords associated with the brand;
• determining a first brand awareness metric value based on a ratio of the portion of the first subset of device identifiers to the first subset of device identifiers;
• identifying, from the search query log, a portion of the second subset of device identifiers that performed a search using a search query that included a keyword from the predetermined set of brand keywords associated with the first brand;
• determining a second brand awareness metric value based on a ratio of the portion of the second subset of device identifiers to the second subset of device identifiers;
• computing a brand uplift metric value indicating an uplift in brand awareness of the brand identified by the first set of content items based on the first brand awareness metric value and the second brand awareness metric value;
• and
• displaying, to a content provider of the first set of content items, the brand uplift metric value.