Friday, February 9, 2018

Snapchat Ads


Snapchat Ads

Difficulty Level:
Medium

Intro:
Even if you don’t LOVE the new Snapchat update for personal use, you’re going to want to check out their updated advertising. Geofilters are a great way to boost awareness for your brand but if you are looking to fully utilize Snapchat to its maximum potential, you’re going to want to get started on the more consistent ad side. We’ll walk you through the basics of getting your Snapchat ad campaign set up, the “Quick & Easy” option.

How to Create a Geofilter Guide:

  1. Navigate to www.forbusiness.snapchat.com
  2. Ad Products in the top right
  1. Get Started in the top right

  2. You will be taken to a list of your Ad Accounts. Click Ad Accounts in the top left and then select Create Ads


  3. Click “Quick & Easy” (You’ll want to get a hang of this before moving to “Advanced Create”)

  1. The top, will show you the different types of ads you can create: Top Snap, Long Form Video, Web View, Deep Link, App Install, or a Camera Filter

  1. Snapchat defines these as:
    1. Top Snap - Views of a video, still, gif, or cinema-graph without an attachment
    2. Long Form Video - Tease a video then swipe to view a trailer, short film, how-to, or any other video up to 10 minutes long
    3. Web View - Drive traffic to a pre-loaded website
    4. Deep Link - Re-engage app users; if user doesn’t have the app installed they will go to their App Store
    5. App Install - Drive installations of your app with a swipe
    6. Camera Filter - Drive awareness, advocacy, and action by being where your product is bought, thought about, or consumed
  2. For this example, we’ll choose “Web View,” the third choice
  3. Go on to “Design Your Ad”
    1. You’ll be prompted to name your ad, make it shareable, type your brand name and headline, and then the call to action where you’ll have quite a few choices

    2. For our sake, we’ll use “View”
    3. You’ll notice the next step is to upload a Topsnap Video. If you don’t have a video ready, it’s very easy to create one using images that are sized correctly (1080x1920) and fill in your own text; just press “create”
    4. Next you’ll select the landing page you want to drive traffic to, followed by Autofill and Preloading.
    5. Autofill simply tries to collect pre-fill in lead forms for your users so you’ll want that on. If your site is mobile optimized and the server can handle a high volume of requests at once, go ahead and turn Preloading on.

  1. Moving on to the “Who Will See Your Ad?” section, you can select your targeting
    1. Note: This will vary depending on your goals and the type of business you run.
    2. Include/exclude the location Metro (big cities, DMAs, etc. in the United States), Region (States in the United States), and one or more postal codes
    3. Select ages and genders
    4. The most strategic part will be the “interests” category but you can choose between 4 comprehensive, and far-reaching categories: Lifestyles, Shoppers, Viewers, and Visitors

    1. Selecting “Show More” at the bottom of this section will reveal advanced demographics, operating systems as well as devices, cellular or wifi connections, and carriers


  1. Last but not least: Duration & Budget
    1. Make the status, “Active”
    2. Choose a daily budget (minimum daily budget must be at least $50)
    3. Schedule your campaign to start and end
      1. If you select $50 for budget, and then schedule your ad to run for 2 weeks, you’ll spend up to $700
    4. The bid & goal can be based on cost per thousand impressions, or cost per swipe up
      1. For our test campaign’s purpose, it is swipes we care about so we will bid per swipe
      2. When considering the bid, consider what you are spending per click on other platforms

  1. Go ahead and hit “create my ad” and watch it launch!






Conclusion:
You hopefully have a solid grasp of the basics of setting up Snapchat ads now! There is a huge chance for advertisers to really get creative in both the topsnap video and the targeting. Remember, this is a great way to engage a demographic that might not usually engage with your ads, or see them at all. Once you’ve mastered this method, keep an eye out for a more in-depth guide on the Advanced Create method also!


Friday, January 26, 2018

UTM Codes

Difficulty Level:
Medium

Intro:
As you probably know, it is important to have a breadth of digital marketing to see what your audience responds to best (search, display, Facebook, Twitter, Snapchat, etc.). However, there is no point if you can’t tell which of these platforms is driving the most valuable activity on your website. If you are using Google Analytics, UTM codes (Urchin Tracking Module) will give you visibility into how each platform’s users are behaving on your website.

Definition:
Put simply, a UTM code is a piece of code generated and attached to the URL of your landing page. The piece of code can consist of: source, medium, name, term, and content. All of your advertising will be differentiated by some or all of the 5 previously mentioned categories. For example, your Twitter ads, search ads, and Facebook ads can all be differentiated in source. Further, medium indicates the types of ads within the platform you are running. For example, “cpc” is a useful medium to compare your cpc campaigns between Facebook, Twitter, etc. Campaign name is where you can indicate the exact campaign you are currently running. Campaign term applies mostly to search campaigns where you can indicate the different paid keywords associated with this campaign. Lastly, content is where you can differentiate the individual ads. For example, if you are an automotive dealership and are running different vehicle ads but it’s all on Facebook, cpc, and within one campaign, then you can put each vehicle in the content.

How to set it up:
  1. First, select the landing page your ads will be navigating to.
  2. The easiest way to build your UTM codes is by navigating to this tool: https://ga-dev-tools.appspot.com/campaign-url-builder/.
  3. Now, as indicated above, fill out the relevant fields.
  4. The tool will automatically add your custom fields to your URL.
  5. Your URL with the UTM attached will be available at the bottom.

Conclusion:
Now you have your UTM codes set up! Go ahead and log in to your Google Analytics and you can begin to filter by the five fields to see the metrics that are important to you. A quick tip if these links will be visible to your audience, you might want to create bitly links so they don’t appear quite as long. You should have all the tools necessary to get a deeper understanding of your various advertising and the activities they are producing on your website!