In the past, if you wanted to run Snap Ads , you would need to go through one of their ads partners. Now, though, you can create Snap Ads yourself through Snapchat’s new self-serve ads tool, Snapchat Ad Manager.
Snapchat has even included a video creation tool in the Snapchat Ad Manager to make creating engaging, awesome-looking vertical videos a breeze.
We’re thrilled by the possibilities that Snapchat Ad Manager has brought about for marketers. And we would love to help you get started with creating your very own Snap Ads and measuring their performance.
Here’s everything you need to know…
First up, what are Snap Ads?
3-10 second full-screen vertical video ads
Snap Ads are full-screen vertical video ads that can be up to 10 seconds long.
Snapchat users (or Snapchatters) can swipe up, anytime when the video ad is playing, for more — watch a longer video, read an article, install an app, or visit a website.
Snap Ads appear in between friends’ stories and Snapchat curated content such as Snapchat’s stories or publishers’ stories.
Snapchat also offers two other types of advertising: Snapchat Geofilters and Lenses. But these cannot be created in the Snapchat Ad Manager just yet. You can create Snapchat Geofilters online or on the mobile app, while you have to work with a Snapchat partner to create Lenses
The benefits of Snapchat Ads
Distinct audience, powerful targeting, and immersive experience
Snap Ads are an exciting, largely untapped advertising channel for marketers.
Here are just three of the benefits that make Snap Ads attractive:
Active user base: The 166 million Snapchatters who use the app daily, on average, spend over 30 minutes in the app and open the app more than 18 times per day.
Distinct audience: Huge percentages of Snapchat’s U.S. daily users cannot be reached on Facebook (35 percent), Instagram (46 percent), Twitter (81 percent), and other major social platforms, according to App Annie. Similar trends were found in the U.K.
Powerful targeting: With Snapchat’s data, which includes data from Oracle Data Cloud, you can reach Snapchatters based on their demographics and their online and (even) offline interests and behaviors. You can also use your own data to reach your customers and similar Snapchatters on Snapchat.
If you are still a little unsure if Snap Ads are effective, especially in comparison with other social media ads like Facebook ads and Instagram ads, perhaps these statistics could convince you.
MediaScience did some research (commissioned by Snap Inc.) and found that Snap Ads are more effective than most social media ads in several ways:
Persuasion: Users are much more likely to purchase a product after seeing a Snap Ad than most other social media ads — over two times more lift in purchase intent.
Attention: Snap Ads are shown full-screen, and as such, receive up to two times more visual attention than most other social media ads.
Engagement: Snap Ads’ swipe up rate (or the rate at which users check out your website, video, or app) is five times higher than the average clickthrough rate of other social media ads.
Sound: Over 60 percent of Snap Ads are played with audio on. (In comparison, 85 percent of Facebook videos are watched without sound.)
If you are a little more interested in Snap Ads now, let’s learn more about the Snapchat Ad Manager.
Quick overview of Snapchat Ad Manager
Before we go through how to create Snap Ads, let’s first get familiar with the key sections of the Snapchat Ad Manager.
On the left side of the screen you can navigate to the key sections of Snapchat Ad Manager:
Dashboard: This is where you create, view, and manage your Snap Ads. You can also see the metrics of your ads as a graph and in a table.
Creative Library: This is where you view, edit, and create ad creatives.
Custom Audiences: This is where you can create lists of Snapchatters (which you can use for targeting) using your customer data.
Help Center: This is where you can find guides on how to do various things in the Ad Manager and get help from Snapchat.
Now the fun part begins…
Let’s go through the steps of creating a Snap Ad and assessing its performance with the Snapchat Ad Manager.
How to create an effective Snap Ad with Snapchat Ad Manager
Below, you’ll learn how to create a Snap Ad and evaluate its performance using the Snapchat Ad Manager in this section.
If you are familiar with the Facebook Ads Manager, the Snapchat Ad Manager is very similar. If you’ve not used Facebook Ads too much, you’ll get the hang of it quite quickly.
Snap Ads use the same structure as Facebook ads — campaign, ad sets, and ads. To create a Snap Ad, you’ll work your way down the structure: create a campaign, an ad set, and then the ad.
(For now, you can only create one ad set and one ad at a time.)
If you haven’t created a Snap Ad before, a pop-up will prompt you to create a campaign once you log into your Snapchat Ad Manager. You can also click on “+New Campaign” to get started.
1. Choose an objective for your campaign
First, decide what you want Snapchatters to do when they see your Snap ad. You have four options:
Drive traffic to your websiteDrive install of your appGrow awarenessDrive video views
Note: To take any of those actions, Snapchatters will have to swipe up while viewing your ad.
Then, set a schedule for your campaign. You can either start the campaign immediately and run indefinitely or define the start and end dates. You also have the option to set the status (active or paused).
Finally, name your ad campaign. To make finding your ad campaigns easier, you might want to think of a simple naming convention.
If you manage several clients, you could also specify the client in the name in your ad campaign name.
Hit “Next” to move on to creating your ad set.
Note: Try to finish setting up your ad in one sitting as Snapchat doesn’t seem to auto-save during the ad creation process. If you quit the process halfway through, you’ll have to start from the first step again.
2. Set the audience, budget, and schedule of your ad set
First, name your ad set according to your naming convention.
Then, there are three main sections to fill up for your ad set — Audience, Budget & Goals, and Schedule.
The “Audience” section contains five main parts that allow you to specify the audience you want to reach:
Geography: You have to select a country you want to target. You can then make your location targeting more specific by including or excluding certain areas of the country.Demographics: You can specify the people you want to reach by their age, gender, language, income, parental status, and more.Audiences: You can even target people based on what they like, what they’ve bought, what they’ve watched, and where they’ve been. You can also target your customers on Snapchat (i.e. Snap Audience Match Audience) and Snapchatters that are like them (i.e. Lookalike Audience).Placements: You can choose if you want your ads to appear in only Snapchat curated content such as Snapchat’s stories and publishers’ stories (“Content Placement”) or all of Snapchat including between friends’ stories (“All Snapchat”).Devices: Finally, you can define the devices you want to target based on the operating system (Android, iOS, or both), connection type (cell, wifi, or both), and service provider (AT&T, O2, etc.)
While you are only required to select a country at the minimum, setting more specific target audience will help you achieve better results—bear in mind that Snapchat do not allow ad sets to reach less than 1,000 people.
Here are some targeting best practices from Snapchat:
Keep your audience size less than 20 million people for the same creativeCreate an ad set for each unique group of people you’re trying to reachTest Lookalike Audience for prospecting and finding new customersTry using multiple ads per ad set so you can see how different creatives perform with the same audience
Budget and Goals
The “Budget & Goals” section allows you to state your daily budget, goal, and bid amount.
The minimum amount for the daily budget seems to be $100. Any lower and you won’t be able to click “Next”.
The delivery of your ads will be optimized for the goal and the bid amount you specified. But you will be charged based on the number of times your ad is served.
For example, you set your goal as app install and your bid as $10. Snapchat will use your bid of $10 to compete against other advertisers’ bid in an auction. Snapchat will then show your ad to the people it thinks will most likely install your app, over ads of advertisers with a lower bid.
But Snapchat will not charge you $10 each time someone installs your app. It will charge you based on the number of times it has shown your ad. So each app install could cost more or less than $10.
It is recommended that you set the bid amount to how much each goal action (e.g. app install) is worth to you. If you are not getting the results you want, you could try increasing your bid<