The Ridiculously Useful Guide to Snapchat Ads
By Mary Lister
Advertising on Snapchat has proven to be highly lucrative and, honestly, a lot of fun. Our team of paid acquisition specialists are particularly well versed in the importance of locking down a swipe up in six seconds or less. Though we may have originally underestimated the value of Snapchat, as the fast-moving social media introduced advertising for SMBs through a self-serve platform, we got back onboard the Snap bandwagon.
The 18- to 24-year-old age group continues to be drawn to Snapchat, despite rumors that the platform was being vacated by influencers. In fact, 186 million people use Snapchat every day, creating 3 billion snaps per day. If you are trying to advertise to this younger demographic, start with Snapchat.
In this guide, you’ll learn everything you need to know about Snapchat ads, including how to:
- Define your campaign goals
- Choose a Snapchat ad format
- Target your audience on Snapchat
- Measure your success
Define Your Snapchat Campaign Goals
Like other social platforms, Snap has a few different advertising offerings to choose from. Depending on your goals and budget, Snapchat advertising provides different attachment types to effectively increase your ROI. Here’s a breakdown of each campaign goal that Snapchat can help you accomplish.
Brand Awareness and Video Views
This is the simplest way to advertise on Snapchat, because you’re only asking users to watch a video – an action they are already in the app to do. Keep it short and sweet! Insider tip: Snapchat advertisers report that ad fatigue is far higher on Snapchat than other social advertising platforms. To avoid this, make a few different versions of your video ads.
Web Views and Conversions
Pushing prospects to your website and down the sales funnel to a conversion through Snapchat advertising is probably the most popular way to advertising goal for this platform. If you are a Snapchat user, you’ve absolutely been served ads that encourage you to swipe up, read more, or check out the site.
For those trying to expand the top of your marketing funnel, Snapchat advertising has you covered. You can create ads within Ad Manager to drive users to download, form fill, or register.
App Installs and Engagement
Snapchat advertising is uniquely targeted to mobile users in ways that Facebook, Twitter, Pinterest, and others can relate to but never quite imitate. Use this to your advantage when building out a Snap advertising campaign! You know that if a user is opening, viewing, or swiping up on a snap, they are on their phone. Your prospects are inches of touchscreen away from the app store – or a tap away from a deep link placing them right where you want them in-app, but more on that in a minute.
Importantly, Snapchat advertising recently introduced down-funnel event tracking, from app installs to opens and conversions in-app. Use this with your third-party tracking platform to accurately measure …read more
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