Friday, February 9, 2018

Snapchat Ads

Snapchat Ads

Difficulty Level:

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
  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!

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!