Ultimate Guides To Running Snapchat Ads
In this article, I will discuss Snapchat’s 3V advertising and the associated ad products the platform offers. Then we’ll walk through the functionality of Snapchat’s native, self-service Ad Manager and it’s 3-level campaign structure.
I will also dive into the various types of Snap Ads and their corresponding objectives. Then we’ll show you how to create a Geofilter and explain the process behind sponsoring Lenses. We’ll look at Snapchat’s targeting options and discuss the simplicity behind setting up an ad campaign through Ad Manager. Finally, we’ll show you Snapchat Analytics and talk through what metrics are trackable on the platform.
3V (Vertical, Video, Views) advertisements are a Snapchat native format of advertising where all ads are 100% viewable and shareable. It’s an end to end experience for the user.
- Vertical: Refers to the orientation of the ad, as mobile screens are typically held vertically, Snapchat ads are vertical to fit the screen.
- Video: The best channel for branding campaigns and videos are what Snapchat viewers expect to see.
- Views: Means that Snapchat video ads are viewed by choice.
There are three main advertising products on Snapchat:
1.SnapAds: A 10-second Snap displayed between friends stories or life stories.
2.Geofilters: Location-based overlays that users can apply to their Snaps. Brands can purchase Geofilters for their event, business, or a specific location and can include brand logos and trade-marks.
3.Sponsored Lenses: A combination of 3D animations, facial recognition software, augmented reality and a “selfie” to create user-excitement.
Just like with Facebook, Snapchat campaigns have a 3 level structure:
1.Campaign Level: This is where your campaign objectives are chosen, of which there are four: Drive traffic to my website, Drive installs of my app, Grow awareness and Drive video views.
2.Ad Set Level: The first thing you do at the Ad Set level is to define your goals, of which there are four: Swipe Ups, Installs, Impressions and Views. After that, you need to choose your target audience, schedule and budget.
3.Ads: Finally, you choose the SnapAd creative/format you want to run.
There are three types of SnapAds which can be created within Snapchat Ad Manager: Web View, App Install and Long-form Video.
Let’s start by looking at Web View SnapAds. These are 10-second teaser Snaps that allows users to swipe upward to launch a pre-selected mobile site within a seamless, full-screen experience. Snapchat gets quite specific with all ad specification requirements, so be sure to review the link in the references to get a full picture of exactly what is required to run a web-view SnapAd.
App Install SnapAds are 10-second teaser Snaps that drive installs for the user’s app directly to App Store or Google Play with a swipe and a tap. Again, be sure to check out the link in the references for all the details required to run an App Install SnapAd.
And finally, long-form video SnapAds are 10-second video Snaps that allows users to swipe upward to stream branded content of up to 10-minutes of vertical or horizontal video. A link to view the ad specifications for long-form video SnapAds is in the references section
Geofilters are a great, fun way to drive engagement with your target audience, grow brand awareness and drive affinity. If you have an in-house design team or agency you work with, Geofilters can be created on their own, or else you can design one yourself using one of our many templates found on geofilters.snapchat.com.
To create your own Geofilter, follow these four steps:
1.Create your Geofilter design on your preferred image editing software or design it online on Snapchats geofilter website.
2.Select start and end dates and times for when you would like Snapchatters to be able to use your Filter.
3.Draw your Geofence. Keep in mind that it should cover the relevant area of your business or event and be between 20,000 and 50,000 square feet.
4.Purchase your Geofilter with your line of credit or credit card and submit!
When the time comes to report on the success of your Snapchat Geofilters, it’s important to be able to differentiate between the following two metrics:
- Uses: The number of times your Geofilter was applied to a Snap.
- Views: The number of times a user watched a Snap with your Geofilter in a Story, or on a Snap sent to them. For more information on Geofilter and Geofence specifications, view the link in the references section.
Sponsored lenses are the most premium ad buy on Snapchat. Taco Bell was the first to put this on the map with a successful launch during Cinco De Mayo with over 224 million views. Sponsored Lenses are highly utilized during major events, and Snapchat has created an ad product that gets people thrilled to share advertisements with their friends. This is a major benefit for advertisers as many people view ads as a hindrance to their own digital experience.
Given the complexities of face tracking, animation, and 3D modelling, developing sponsored face lenses requires significantly more commitment and engagement with the Snapchat team than developing Geofilters. Lenses require significant planning and commitment and really are only suitable for large companies with large budgets and broad appeal. They can cost anywhere between $400k – $800k and prices change depending on the day of the week. As these lenses are high in price, they are obtained through Snapchat’s relationship with the brand and created either in-house or with a Snapchat partner.
When it comes to targeting on Snapchat, there are five options:
1.Predefined Audiences: This option allows you to choose from over 300 audiences based on what Snapchatters care about, what they buy, what they watch, and where they go.
2.Demographics: Here you can get specific with age, location, device type, and advanced demographics like household income and parental status.
3.Audience Match: This option lets you combine your data with Snapchat’s to build custom audiences. All you have to do is drag and drop a customer list to get started.
4.Lookalike Expansions: Here you can expand your reach and fine-tune performance by building lookalike audiences similar to your best customers.
5.Geofilters: And finally, geofilters let you inspire customers in your neighbourhood or pre-defined Geofence.
Snapchat Ad Manager is a straightforward interface to navigate so once your story has been locked down, creatives have been set, and advertising strategy has been defined, really you can have a Snapchat ad campaign running within minutes. Check out this video for a step by step guide on how to use the tool.
Snapchat analytics is ever-evolving and just like Ad Manager, the analytics feature is easy to navigate. As you can see here, data provided is the average spend, number of impressions, eCPM, Swipes and Cost per Swipe. Metrics and columns can also be customized according to your reporting needs.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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