How do Snapchat Ads work?
Snapchat is one of the most widely used social media platforms. According to the company, it has an average of 293 million daily active users. Each day, a significant number of people are sharing and engaging with the material.
In addition to having a large user base, the engagement levels are out of this world. People open the app an average of 30 times each day, and more than 75% of 13 to 34-year-olds in the United States use it. Every day, more than 5 billion Snaps are made.
What Are the Benefits of Advertising on Snapchat?
If your company's target market is Generation Z and millennials, you should consider using Snapchat to enhance user acquisition, brand exposure, and sales, among other things.
Between these two generations, Snapchat has more than $1 trillion in direct spending power. Because one-third of consumers are more inclined to make purchases on their phones, it is a platform that deserves to be given another look.
Types of Snapchat Ads
Before you begin your advertising journey, you must understand the various options. There are six different ad formats available on Snapchat, for example. 1. Single-image or video advertisements have an immediate effect. 2. Filters 3. Lenses 4. Story Ads 5. Product Catalog Ads 6. Commercials
1. Single-image or video advertisements have an immediate effect
A Single Image or Video ad is a full-screen mobile advertisement that may be used to achieve various business purposes, from raising awareness to encouraging customers to purchase.
They never compete for a viewer's attention with other material or advertisements because they are displayed on fullscreen. These advertisements occur in between or after content on Snapchat, such as User Stories, Publishers, Creators, and Our Stories, and are displayed in the middle of the screen.
You can attach an image or video to your post so that your audience can take instant action — such as visiting your website or downloading your app — as a result of seeing it. Single image or video creatives can take many forms, including videos, pictures, gif-like animations, and cinematography. If possible, we encourage you to try and test each of these options!
Advertisers can run single image or video ads for up to 3 minutes, but if you're utilizing a video, we recommend keeping it between 3-5 seconds in length.
Participate in the conversations of Snapchatters. The Filters feature is a collection of artistic overlays that show after you take a Snap and swipe left or right on the screen.
Please participate in the chats of Snapchatters as they go across neighborhoods, parks, restaurants, and businesses, as well as during major holidays. They can include stylized text and photos representing the location where the Snap was taken, such as a city, shop, restaurant, event, or other specific location.
Augmented reality experiences can be used to create interactive moments. The use of augmented reality allows Lenses to place items and animated characters in Snaps, giving the impression that they are there.
Snapchatters also use lenses to transform themselves in various entertaining and engaging ways - dog ears, floral crowns, Halloween masks, and the list goes on and on.
Snapchatters are reached by a succession of adverts in Story Ads. Story Ads allow you to contact Snapchatters in between content or with a branded title in the Discover section of the app's home screen. The tile in the Discover Feed opens to a collection of 3 - 20 images or videos, depending on the size of the tile.
4. Story Ads
They communicate your brand's message in a highly consumable manner – whether showcasing a product suite, launching a movie, or promoting your brand's presence at all times.
5. Product Catalog Ads
They are used to showcase a collection of products. Product Catalog Ads are shoppable ad styles that allow you to exhibit the products, services, or experiences that you offer for sale on the internet.
Engage your audience and raise awareness of your brand. Commercials are non-skippable for the first six seconds, although they can be as long as three minutes. These advertisements appear amid Snap's carefully picked content.
How to start creating Snapchat Ads?
Snapchat Ad Manager is highly similar to the Facebook Ads Manager if you are familiar with Facebook Ads Manager. If you haven't worked with Facebook Ads before, you'll be able to get the hang of it very fast.
Snap Advertisements are organized similarly to Facebook ads, with campaigns, ad sets, and ads. For a Snap Ad, you'll start at the top and work your way down the structure: design a campaign, then an ad set, and finally the ad.
Structure of Snap Ads
If you have never generated a Snap Ad, a pop-up window will appear when you first log into your Snapchat Ad Manager, prompting you to create one. You may also select "+New Campaign" from the drop-down menu to get started.
a. Decide on a campaign goal for your campaign
Identify what you want Snapchatters to do when they see your Snap ad and write it down. There are four alternatives available to you:
- Drive traffic to your website
- Drive install your app
- Grow awareness
- Drive video views
Then decide on a campaign schedule that works for you. You have two options: start the campaign immediately and let it continue endlessly, or set start and end dates for the campaign. Additionally, you have the opportunity to change the status (active or paused).
Finally, give your advertising effort a name. You might want to consider using a simple naming system for your advertising campaigns to make discovering them easier.
To proceed to the creation of your ad set, click "Next."
b. Determine the target audience, the budget, and the timing of your ad campaign
The first step is to give your ad set a name that adheres to your naming standard.
In order to create an ad set, you must complete the following three parts in its entirety: Audience, Budget & Goals, and Schedule.
c. Choose an ad type and upload a creative to your account
You're now ready to start working on your Snap Ad. To begin, you'll need to choose the type of advertisement you want to run.
d. Implement the marketing
After clicking "Launch Campaign," your ad campaign will be live!
Assuming you've been following along, you've just finished setting up your very first Snap Ad campaign. Congratulations!
e. Keep track of everything, optimize it, and report it
It is possible that after you have launched an ad campaign, you will wish to track its performance, make changes to the timetable or budget, or report your findings. All of these tasks may be completed quickly and easily from the dashboard of the Snapchat Ad Manager.
How to optimize Snapchat Ads?
Optimizing the Snapchat Ads campaigns you run can improve your overall performance and increase your return on investment. Regular monitoring with Snapchat's measurement solutions can show you what's working, where improvements could be made, and how to modify your strategy to optimize your Snapchat Ads for your objectives better once you've launched your first campaign on Snapchat.
This can be done once you've established that you've completed your first Snapchat campaign.
1. Monitor Your Online Activity Across All of Your Devices
After it has been installed, the Snap Pixel can monitor particular activities by Snapchat users, such as accessing a page, adding an item to their shopping cart, and making a transaction. If you implement the Snap Pixel, you can attribute conversion events to your campaigns and build custom audiences to re-engage Snapchatters who have browsed your site or have considered purchasing your products. This will allow you to measure the effectiveness of your marketing efforts.
With Pixel Custom Audiences, you'll have the opportunity to retarget users of Snapchat who have previously visited your website and explored the things you provide there.
Pixel Custom Audiences are the driving force behind conversion-focused campaigns since they explicitly target high-intent individuals who have visited your website and explored your products online. As a result, these individuals are encouraged to complete an online checkout and make a purchase.
2. Get the ball rolling on a comprehensive data collection campaign
Launching and maintaining an awareness-focused campaign that is "always-on" while having limited targeting available is a solid rule of thumb. Your advertisements will still be shown to the maximum amount of Snapchat users for your budget if you use limited targeting to reach a bigger audience. As a result, you will collect various impressions on your advertisements.
These campaigns provide insight into how Snapchat users interact with your advertisements and can be utilized to shape future marketing endeavors. By analyzing the Delivery Insights for your Snapchat Ads campaigns, you can immediately understand which demographics and audiences are producing the best results for your ads.
Within Advertising Manager, the Delivery Insights report is a performance report that reveals to you how Snapchat users respond to your product or ads and who has viewed, engaged with, and taken action on your campaigns.
You may use this data to develop unique retargeting segments and change the content of your advertisements to target certain audiences according to those audiences' demographics, geography, and interests.
3. Increase your reach by drawing insights from your audience
Next, Audience Insights is a tool that can teach you more about your target demographic so that you can produce content that is relevant to them and discover new demographics to broaden your reach on Snapchat.
You will be able to see how users on Snapchat are reacting to your advertising, who your audience is, what they are interested in, where they are, and a lot more when you use Audience Insights because it gives you access to vital data on who has viewed or engaged with your ads.
You can establish audiences that can be triggered in future campaigns with Saved Audiences while analyzing the interests and demographic breakdowns of people who are a part of your Custom Audiences under the Audience Insights view. These audiences can be activated in future campaigns.
4. Tailor the type of ad you create to the specific objective you have
Snapchat Ads are user-friendly and produce results for businesses of all sizes and scopes, regardless of whether the goal is to increase sales or visitors to a company website. Full-screen, immersive, and inciting quick action and engagement, are the hallmarks of Snapchat ads.
Make sure that you are utilizing the appropriate ad types in order to reach your target, achieve your goals, and take the desired actions. In addition, utilizing many formats helps generate awareness for your brand among Snapchat users, which in turn helps to strengthen the brand.
5. Place bids on conversions, add-to-carts, and swipe-up ads Through the use of Goal-Based Bidding
Your ad distribution can be optimized with the help of Goal-Based Bidding, which allows you to target users of Snapchat who are most likely to take action as a result of seeing your ad.
You can optimize for a particular action that you'd like Snapchat users to take, like as visiting your website or making a purchase, with Goal-Based Bidding. For example, you could encourage users to visit your website. Because you have specified your requirements for the cost-per-action, impressions will be given in order to effectively achieve that result.
How to use Google Data Studio to optimize Snapchat Ads?
You are able to link Google Data Studio with the Snapchat Ads metrics that you require, which enables you to create totally personalized dashboards for making decisions based on the data and enabling data storytelling. You may save time and improve your ability to visualize data from Snapchat Ads and other sources by automating and consolidating the marketing reports you generate.
In order to link your Snapchat Ads account to a Google Data Studio Dashboard, you are going to require a Data Studio connector that is provided by a third party.
Advertisers on Snapchat are in luck because the advertising application programming interface (API) comes pre-packaged with all of the data they require to monitor the overall performance of their accounts, as well as the performance of their campaigns and ad squads, demographic performance, and more.
Connectors for Snapchat and Google Data Studio:
Thank you for reading so far.