In the past, if you wanted to run Snap Ads, you would need to go through one of their ad partners. Now, with the new self-serve tool Snapchat Ad Manager, you can create Snap Ads yourself.<\/p>\n\n\n\n
The Snapchat Ads Manager is a valuable tool for any business wanting to create self-service ads on Snapchat. It is also where you can create, update, and view performance for all of your campaigns, ad sets, and ads. Additionally, Ads Manager is a secure way to manage your settings all in one place. <\/p>\n\n\n\n
This includes ad accounts, members and their roles, and billing and payments.\u00a0<\/p>\n\n\n\n
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 \u2014 watch a longer video, read an article, install an app, or visit a website.<\/p>\n\n\n\n
Snap Ads appear in between friends\u2019 stories and Snapchat curated content such as Snapchat\u2019s stories or publishers\u2019 stories.<\/p>\n\n\n\n
Snapchat offers two other types of advertising: Snapchat Geofilters and Lenses. However, 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.<\/p>\n\n\n\n
Snapchat Ads Manager is Snapchat\u2019s native dashboard for creating, managing, and reporting on Snap ads and campaigns. The dashboard also includes the Campaign Lab, a testing platform that helps you improve your ads by learning what works best.<\/p>\n\n\n\n
However, before you can use the Snapchat Ad Manager, you will need a Snapchat business account.<\/p>\n\n\n\n
Here is how to set up a Snapchat Business account<\/strong>:<\/p>\n\n\n\n The Snapchat self-serve Ad Manager offers two different ways to create ads: Instant Create and Advanced Create.<\/p>\n\n\n\n Instant Create allows you to create ads with just a couple of clicks, but it\u2019s not available for all objectives. To get started, open\u00a0Ads Manager\u00a0and select\u00a0Instant Create<\/strong>.<\/p>\n\n\n\n Choose one of the available advertising goals:<\/p>\n\n\n\n Then, enter the relevant details based on your goal. For example, for website visits, enter your URL. You can also choose to automatically import photos from your website to make ad creation even easier. Then click\u00a0Next<\/strong>.<\/p>\n\n\n\n Upload a photo or video if you didn\u2019t import content from your site. Enter the name of your business and a headline, then choose a call to action and a template. Once you\u2019re happy with the preview of your ad, click\u00a0Next<\/strong>.<\/p>\n\n\n\n Target your ad and set your budget and timeline. You can choose a daily budget as low as $5. Enter your payment details and click\u00a0Publish<\/strong>, and your ad is good to go.<\/p>\n\n\n\n If you want to drive purchases or build multiple ad sets, Advanced Create is the way to go. To get started, open\u00a0Ads Manager\u00a0and select\u00a0Advanced Create<\/strong>.<\/p>\n\n\n\n There are 11 objectives to choose from, grouped into the categories of awareness, consideration, and conversions. For the purposes of this post, we\u2019ll choose\u00a0Engagement<\/strong>\u00a0as the objective.<\/p>\n\n\n\n Name your campaign, choose your campaign start and end dates, and select a campaign budget. The minimum daily campaign spend cap is $20, but in the next step you can choose a daily ad set budget as low as $5.<\/p>\n\n\n\n Here, you can also choose whether to set up a split test. This is an optional feature we\u2019ll explain in the final section of this post. For now, you can leave split testing off.<\/p>\n\n\n\n Name your first ad set, choose your ad set start and end dates, and select an ad set budget.<\/p>\n\n\n\n Then, choose your placements. For beginners, automatic placement is the best bet. If you have testing results to show specific placements that work best for you, you can choose the placements you wish to focus on. You can also use placements to include or exclude specific content categories or publishers.<\/p>\n\n\n\n You can target your ad set based on location, demographics, and device. This section also lets you use predefined audiences based on interests and behaviors, or add your own custom audience. As you work through your targeting, you will see an estimate of your audience size on the right side of the screen.<\/p>\n\n\n\n Finally, choose the goal for your ad \u2013\u00a0Swipe Up or Story Opens. If you choose Story Opens, you will have to create a Story Ad. You also choose your bid strategy here. In most cases, Auto-Bid is the recommended option. When you\u2019re happy with all your selections, click\u00a0Next<\/strong>.<\/p>\n\n\n\n Enter the name of your business and a headline for your ad. You can choose to upload visuals, create new ones, or select existing content from your Snap account.<\/p>\n\n\n\n Choose your attachment. While this is a bit of a confusing term, it\u2019s simply how users will engage with your ad: Call, text, or AR lens. The attachment you choose will impact the available calls to action.<\/p>\n\n\n\n When you\u2019re happy with your ad, click\u00a0Review & Publish<\/strong>.<\/p>\n\n\n\n Review your campaign details, add a payment method, and click Publish Campaign<\/strong>.<\/p>\n\n\n\n Snapchat has lots of options for customizing your ads, so it\u2019s easy to produce a brand that\u2019s totally on-brand while also melding organically with users\u2019 experience on the platform.<\/p>\n\n\n\n Collection Ads is the most recent development of Snapchat\u2019s programmatic offering, enabling you to showcase a series of products in a fun and seamless shopping experience. They are essentially basic Snapchat video ads with a product thumbnail at the bottom. They are similar to dynamic product ads on other platforms. <\/p>\n\n\n\n You can upload your entire product catalog and feature them dynamically or upload them manually one by one.<\/p>\n\n\n\n With Story Ads, you can place a branded tile in Snapchat\u2019s Discover section. When users tap the tile they\u2019re directed to an aesthetic collection of 3\u201320 ads.<\/p>\n\n\n\n Story Ads are a branded content experience, forging a narrative that quickly engages users. No need for an introduction\u2014just pique your users\u2019 interest, then entice them into your marketing funnel.<\/p>\n\n\n\n Dynamic Ads are an easy way to personalize your ads for your customers. You can use your product catalog, the Snap Pixel, or a mobile measurement app, to automate ad creation while optimizing toward the marketing goals that matter most to your business, like driving purchases online or in-app.<\/p>\n\n\n\n Filters are fun overlays that users can add after taking a Snap. They might feature bitmojis, apply artistic effects, or display practical information such as an event’s date, time, and venue.<\/p>\n\n\n\n You should use filters to represent your brand in an entertaining but relevant way. So when purchasing or even designing your own filters, always keep your customers front-of-mind: where and why would they be using these?<\/p>\n\n\n\n According to one of Snapchat\u2019s global reports,\u00a0200 million users engage with AR, and the platform\u2019s AR Lenses are a fabulous way to draw on that widespread enthusiasm.<\/p>\n\n\n\n This AR feature drives engagement while helping users connect with your brand in a unique and impactful way. You can even create shoppable Lenses, enabling users to virtually try out your products before purchasing.<\/p>\n\n\n\n There are two types of AR Lens.<\/strong><\/p>\n\n\n\n Commercials are non-skippable video ads that help you drive awareness and engage your audience within Snapchat\u2019s high-quality curated content. Standard Commercials are 3\u20136 seconds long and non-skippable, whereas Extended Play Commercials are 7\u2013180 seconds long, and only the first 6 seconds are non-skippable.<\/p>\n\n\n\n The\u00a0Manage Ads<\/strong>\u00a0tab in Ads Manager shows you how well your Snap Ads are performing based on your chosen metrics. This tab is also how to see daily spending in Snapchat Ad Manager.<\/p>\n\n\n\n From Ads Manager, click\u00a0Manage Ads<\/strong>\u00a0in the left drop-down menu. At the top of the screen, you can use the tabs to see various graphs for the most relevant metrics based on the event your ads are optimized for.<\/p>\n\n\n\n Select Customize Columns<\/strong> to choose specific metrics to view in the Manage Ads table, then use those columns to create a custom report. Once you have the columns you want, click Download<\/strong>, configure your report, and click Export<\/strong>.<\/p>\n\n\n\n You can also create custom, emailable reports by clicking\u00a0Reports<\/strong>\u00a0in the left drop-down menu.<\/p>\n\n\n\n Snapchat\u2019s Audience Insights tool within Ads Manager helps you better understand your target audience so you can create more relevant ads and organic content.<\/p>\n\n\n\n From Ads Manager, choose\u00a0Audience Insights<\/strong>\u00a0in the left dropdown menu. On the left side of the screen, enter your target demographics, location information, interests, and\/or devices. As you do so, the insights will update for your selections.<\/p>\n\n\n\n You can gain some valuable information here. For instance, if you have uploaded a custom audience, you\u2019ll be able to see (and therefore target) their top interests. You\u2019ll also be able to see their demographic breakdown, which will help you better understand how to create relevant content and target future ads.<\/p>\n\n\n\n Now that you know the basics of how to set up a campaign in Snapchat Ad Manager, let\u2019s look at some of the more advanced features of this tool.<\/p>\n\n\n\n During the ad creation workflow in Advanced Create, you have the option to create your ad based on an existing Snapchat video ad template.<\/p>\n\n\n\n For each layer of the template, you can upload or import your own content, or choose from the Snapchat Ads Manager\u2019s built-in stock library.<\/p>\n\n\n\n You can also upload your own template to make it easier to create consistent ads in the future.<\/p>\n\n\n\n The Snap Pixel is a piece of code you install on your website to measure the impact of your Snapchat ad campaigns.<\/p>\n\n\n\n To set up your Snap Pixel in Ads Manager:<\/p>\n\n\n\n Don\u2019t forget to install the Pixel code on your website.<\/p>\n\n\n\n Snapchat Ads Manager offers multiple layers of advanced targeting to help you get the most from your\u00a0Snap Ads\u00a0budget:<\/p>\n\n\n\n From Snapchat Ads Manager, click\u00a0Creator Marketplace<\/strong>\u00a0in the left drop-down menu to connect with creators who specialize in making Snapchat AR lenses. Click through on any creator\u2019s profile to see examples of their work, along with their rates.<\/p>\n\n\n\n Once you work with the creator to develop an AR lens, you can include it in your Snap ads as an attachment.<\/p>\n\n\n\n Snapchat recently launched public profiles for businesses, a permanent profile page for your business that serves as a home for all your organic Snapchat content \u2013 including shoppable products. When creating ads through Snapchat Ads Manager, your public profile image and name appear in the top left corner of the ad and link through to your public profile.<\/p>\n\n\n\n To create your public profile:<\/p>\n\n\n\n Step 1:\u00a0<\/strong>Go to\u00a0Ads Manager\u00a0and select\u00a0Public Profiles<\/strong>\u00a0from the left drop-down menu.<\/p>\n\n\n\n Step 2: <\/strong>Upload your profile photo, then add a hero (banner) image, bio, category, location, and website.<\/p>\n\n\n\n If you already have a public profile, you\u2019ll need to link it to your ad account:<\/p>\n\n\n\n Snapchat Ad Manager offers a built-in\u00a0split testing\u00a0option. You can use this tool to test the following variables:<\/p>\n\n\n\n When you create a split test, you\u2019ll have a different ad set for each variable you want to test. Your budget is also split evenly across the ad sets, so you know each one is getting a fair shot. The results of your split test will tell you which ad set has the lowest cost per goal, along with a confidence score that tells you how sure Snapchat is about the results of the test.\u00a0<\/p>\n\n\n\n The winning ad set will show a star icon next to it in Ads Manager, with a one-click\u00a0Run<\/strong>\u00a0option to create a new campaign based on the winning variable.<\/p>\n\n\n\n Snap Ads are an exciting, largely untapped advertising channel for marketers. Here are some of its benefits:<\/p>\n\n\n\n The\u00a0166 million Snapchatters\u00a0who use the app daily, on average, spend over 30 minutes in the app and open the app more than 18 times per day.<\/p>\n\n\n\n Huge percentages of Snapchat\u2019s daily users are not on Facebook, Instagram, Twitter, and other major social platforms, according to\u00a0App Annie. <\/p>\n\n\n\n With Snapchat\u2019s data, which includes\u00a0data from Oracle Data Cloud<\/a>, 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.<\/p>\n\n\n\n\n
How to create ads in Snapchat Ads Manager<\/strong><\/h2>\n\n\n\n
Instant Create<\/strong><\/h3>\n\n\n\n
Step 1:\u00a0Choose your objective<\/strong><\/h5>\n\n\n\n
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Step 2: Add your creative<\/strong><\/h5>\n\n\n\n
Step 3: Select delivery options<\/strong><\/h5>\n\n\n\n
Advanced Create<\/strong><\/h3>\n\n\n\n
Step 1: Choose your objective<\/strong><\/h5>\n\n\n\n
Step 2: Select your campaign details<\/strong><\/h5>\n\n\n\n
Step 3: Create your ad sets<\/strong><\/h5>\n\n\n\n
Step 4: Add your creative<\/strong><\/h5>\n\n\n\n
Step 5: Finalize your campaign<\/strong><\/h5>\n\n\n\n
Types of ads available on Snapchat<\/strong><\/span><\/h2>\n\n\n\n
Collection Ads<\/strong><\/h3>\n\n\n\n
Story Ads<\/strong><\/h3>\n\n\n\n
Dynamic Ads<\/strong><\/h3>\n\n\n\n
Filters<\/strong><\/h3>\n\n\n\n
AR Lenses<\/strong><\/h3>\n\n\n\n
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Commercials<\/strong><\/h3>\n\n\n\n
Snapchat Ads Analytics<\/strong><\/h2>\n\n\n\n
Snapchat Ads Manager features<\/strong><\/h2>\n\n\n\n
Ad templates<\/strong><\/h3>\n\n\n\n
Snap Pixel<\/strong><\/h3>\n\n\n\n
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Advanced Targeting<\/strong><\/h3>\n\n\n\n
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Creator Marketplace<\/strong><\/h3>\n\n\n\n
Public profiles<\/strong><\/h3>\n\n\n\n
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Split testing<\/strong><\/h3>\n\n\n\n
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Benefits of using Snapchat Ads<\/strong><\/span><\/h2>\n\n\n\n
Active user base<\/strong><\/span><\/h4>\n\n\n\n
Distinct audience<\/strong><\/span><\/h4>\n\n\n\n
Powerful targeting<\/strong><\/span><\/h4>\n\n\n\n
Recommended Articles <\/strong><\/span><\/h2>\n\n\n\n
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References<\/strong><\/span><\/h2>\n\n\n\n
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