A Beginner’s Guide to Snapchat Ad Manager

snapchat ad manager

What’s new with Snapchat Advertising?

What’s the first thing that comes to mind when you hear “Snapchat advertising” , do they have a Snapchat Ad Manager? This is a shake of the head? A shrug maybe? Or could be it a cringe? No one will blame you for that. Snapchat advertising was somewhat unreachable for common advertising folks in the past few years. It was expensive and not as straightforward as other social advertising networks.

For starters, you can’t just start an ad campaign from Snapchat itself. You need to buy Snapchat ads from Snapchat’s sales team or from third party partners. But this is all in the past. Snapchat had finally streamlined its advertising platform. Bingoooo 🙂

 

So what’s new with Snapchat advertising? The Snapchat Ad Manager. This self-service ad manager enables a smoother advertising process that caters to businesses of all sizes. It is built-in within the Snapchat site and app. And if you are already familiar with ad managers, you’ll find that it is easy to navigate and use ( very similar to facebook ads manager ). But even so, this guide will take a closer look not only at the mechanics of the Snapchat Ad Manager but also on the inner-workings of Snapchat advertising.

How the Snapchat Ad Manager Changes the Way You Advertise on Snapchat ?

Let’s first take a look at how advertising works in Snapchat. Snapchat ads are unique in a way that it really provokes engagement from the users’ part. Ads are designed to conform to Snapchat’s content and feel. There are three types of ads in Snapchat:

  1. Sponsored Lenses,
  2. Sponsored Geofilters,
  3. Snap Ads.

Of the three, only Snap Ads are available from the Snapchat Ad Manager (it can also be bought through the advertising API). You still need to buy Lenses and Filters from the Snapchat sales team (or through the advertising API for Filters). Because of this, we’ll only discuss Snap Ads in detail.

Advertising with Snap Ads :

snap ads
snap ads

Snap Ads appear in between public Stories, curated Our Stories, original Shows, and Publisher Stories. These ads are full-screen vertical videos that have default audio and is up to ten seconds in length. This is the basic “Top Snap”. Snap ads can also have three attachments in them. These attachments can be used to redirect Snapchatters to pages outside the app without actually leaving the app. It’s as easy as swipe, tap, done.

Web View :

 

Web view enablesSnapchatters to sign up into whatever offer through the Auto-Fill feature. They will then be redirected to your preloaded mobile web page.

Measurable KPIs: Average time on site.

App install :

snapchat app install
snapchat app install

The App installs attachment redirects to a mobile app installation page on either Apple App Store of Google Play Store. Snapchatters just need to swipe up.

Measurable KPIs: number of installs, post-installation activities (conversation, purchase, etc.)

 

Long-Form Video :

snapchat long video
snapchat long video

This is a video teaser or as commonly used, trailers for longer online video campaigns.

Measurable KPIs: Average time viewed

 

Targeting Options in Snapchat Ads :

There are 4 targeting options available for all types of Snapchat ads:

  • Demographics (Age groups, gender).
  • Locations (Country, state, region, or specific area).
  • Device (Mobile OS, carrier, connection type).
  • Snap Lifestyle (Custom audience groups).

These ad targeting options are based on data pulled from their 150 million users. All these options are available for Snap Ads from the Snapchat Ad Manager. Last year, Snapchat also rolled out the option for advertisers to use their own data for targeting. This option is only available for Snap Ads which actually comes in handy with the launch of the Snapchat Ad Manager.

Here are the new options:

  • Snap Audience Match – upload email addresses or mobile advertising identifiers that Snapchat matches to their users’ accounts
  • Lookalike Audiences – Snapchat can create custom audiences that are similar to the ones in your Snap Audience Match list.
  • Snap Engagement Audiences – for retargeting users that interacted with your ads.

There’s still another data source that you can pull audience data from. This is through third-party data providers. The data augments Snapchat’s database and even your own.

  • Oracle Datalogix data – this includes advanced demographics data (household income, education level, etc.) and more than 85 online spending categories.
  • Comscore viewership categories – includes 33 categories of movie and TV consumption.
  • PlaceIQ location data – includes data on visited locations (type of location, etc.)

These third-party data are only available for Snap Ads but aren’t exclusive to Snapchat Ad Manager.

 

Snapchat Ad Pricing :

The biggest difference in Snap Ads after the launch of the Snapchat Ad Manager is its availability in a lower price tier. Before, you need to have a budget of about $1000 per day. This setup was quite unattainable for average marketers. With the Snapchat Ad Manager, you have the option to only spend per thousand impressions or per action – similar to how Facebook Ads work.

 

An Overview of the Snapchat Ad Manager Interface :

Navigation is quite easy in the Ad Manager. You can find all key navigation buttons at the left side of the screen.

  1. Dashboard – where you can manage and view reports of your ads. It also comes with a mobile version

snapchat ad manager dashboard

    1. snapchat ad manager dashboard

    Creative Library – where you can create, view, and edit creatives for your ads.

snpachat ad manager creative library

    1. snpachat ad manager creative library

    Custom Audiences – this is where you can create the audience list mentioned earlier.

snapchat custom audiences

snapchat custom audiences

  1. Business Center – where you can access guide and support articles.

snapchat business center
snapchat business center

And that’s it. The Snapchat Ad Manager’s interface is actually minimalist and well-organized So you can easily find your way and start creating your first Snapchat ads.

Using the Snapchat Ad Manager

Snap ads are excellent for driving brand awareness and engagement. According to Snap Ads’ overview data, Snap Ads with attachments have CTR five times more than video ads from other social media advertising networks. Snapchatters swipe up, they say, because the ads’ design and message are similar to the app’s organic content.

 

The launch of the Snapchat Ad Manager just makes things easier. This ad tool is free and the sign-up process is relatively easy.

 

Signing Up for Snapchat Ad Manager

  1. Log in on the Snapchat Advertising Platform using your Snapchat account info.

snapchat login

    1. snapchat login

    You will then be prompted to enter additional information regarding you and your business.

Once you’re done, you’ll be prompted to enter your credit card information. Note that the use of a credit card as a payment method is only available in the US as of this week. Even if you’re from the US, you can skip this step altogether and just your line of credit as a primary payment method.

Creating Snapchat Ad Campaigns

You can now create ads in the Snapchat Ad Manager portal.The structure of campaigns in Snapchat is similar to that of other platforms.

 

  • A campaign is composed of one or more ad sets. At this level, you will set the objective of running the ads.
  • An ad set is composed of one or more ads, this is also where you define the budget, targeting, goals, etc.
  • The ads are the creative or visual aspect.

 

And now, for the actual campaign creation:

  1. To create a campaign, just click “Create Campaign”. A note of caution though, the Snapchat Ad Manager tool doesn’t have an auto-save feature. Quitting halfway will make you lose all the data you already inputted.
create snapchat campaign
create snapchat campaign

 

  1. You will then be asked to choose an Objective, set the campaign schedule, and campaign name.

The Objectives are somewhat self-explanatory especially the ‘Drive Installs Of My App’. That one is certainly for Snap Ads with an app install attachment. The ‘Grow Awareness’ objective though can be used for web views, long-form videos, or even Snap Ads without attachments.

 

For the campaign name, you can create a naming convention to use for your ad campaigns for organization purposes. Once you are done with that, click “Next”.

 

  1. This part is where you create your ad set by defining your audience.

As earlier discussed, you can create custom audiences that you can target. You can further refine your audience by narrowing the locations and audience size.

 

Other ad set categories are:

  • Placements. You can decide on the ad’s placement. Ads can appear in between public Stories or only in between curated Our Stories, original Shows, and Publisher Stories.
  • Devices. This targeting option is quite specific and can go hand in hand with the demographics you want to target.
  • Budget and Goals. This is where you set your daily budget, goal (what actions lead to conversion), and bid amount (the amount you’re willing to spend for every conversion or ad serving).
  • Schedules. This may seem redundant since you already have a schedule for the campaign but ad sets can actually have differing schedules and can end before the entire campaign does.
  1.       You’ll now begin the process of creating an ad creative. The ad creative is the part that the audience can see. Its importance in the success of the campaign is undeniable. First, you need to select the type of Snap Ad you want to run.
  1. Next, you will upload your Snap Ad content and enter the details of your ad.

There isa maximum character length for the brand name (25 characters) and headline (34 characters) so you should make the most of it, especially the headline. In uploading media files, you should follow Snapchat’screatives guidelines.

 

Call to actions depend on the type of Snap Ad or the goal of your campaign. You can usecall to actions like “install app”, “watch”, “learn more”, etc.

 

If you don’t have a media file at hand, you can click the “Create” button just beside the “Upload” button. You will then be redirected to the Snap Publisher tool.

 

The Snap Publisher Tool

snap publisher
snap publisher

This handy tool is Snapchat’svery own online video editing tool. Snap Publisher was created specifically for the creation of Snapchatcreatives. Within the tool, you will find templates organized by ad set goals. Select the template that is perfect for your ad and edit it. You can also do more than editing templates in Snap Publisher.

 

When you’re done, hit “Launch Campaign” to run your Snap Ads campaign.

Measurements and Reports on Snapchat Ad Manager Dashboard

Now that you have an active Snap Ad campaign, it’s time to monitor and optimize your campaign’s performance. You can view your ads’ key performance metrics within Snapchat Ad Manager’s web or mobile dashboard. This guide from the Business Center expounds on all the Snap Ad metrics and their meanings.

 

The web dashboard only displays key metrics that are pertinent to your campaign objective. For example, if your objective is video engagement, these metrics will be displayed:

  • Spend
  • Impressions
  • eCPM
  • Video views
  • eCPV

 

You can view results by date range.

 

Near the bottom of the dashboard is the “Results” panel. This is where you can view the breakdown of results from the ad, ad set, and campaign level. This is also where you can edit your daily budget and bid amount.

 

There’s also an option to customize columns. You can add additional columns for metrics that you want to monitor.

 

Also in the “Results” panel is the option to download ad results into a CSV file. Just select the column or table you want to download and then click the download button that is beside the “Customize Columns” option.

 

Snapchat’s Mobile Dashboard is basically for monitoring purposes. You can receive notifications and receive live updates about ad performance. There’s also an option to review ads that were already completed, still pending or even the rejected ones. To access this dashboard, just go to “Settings” and tap “Snap Ads”. You can see any ad account you have signed up and then you’ll good to go.

     

How does Snapchat Ad Manager stack up against its competitors?

The implementation of the Snapchat Ad Manager is somehow similar to Facebook’s ad manager. Snapchat’s ad manager, though feels like the “lite” version with a user-friendly vibe to it. Facebook has more advanced metrics and targeting options. You can also glean a lot of insights from Facebook’s ad reports. The reports give you relevant profiles on your audience and other targeting categories.

 

The Snapchat Ad Manager is relatively new in the scene, though. It has lots of catching up from industry leaders like Facebook. But so far, Snapchat advertising had gone a long way, and i think that the structure or thr type of snapchat ads may take the online ads to another level : They may ad Augmented Reality to their ads as well especially with their sunglasses…

 

Did you try Snapchat ads ? what do you think about it ?

 

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Mustapha Ajermou
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