6. Custom Audiences
When it comes to custom audiences, um again if you're familiar with other platforms, that would be a very easy thing for you to do, so you can import the list of existing customer contacts, to create audiences that will perform better on Snapchat so Snapchat will pick, the audiences that are similar to this. So you have a saved audience, this is something you can create within Snapchat using their characteristics that we have just gone through, uh and again you can do the same on Facebook so um you can create an audience based on parameters uh of the audience that you think relates to your group of customers. You can do an audience match. This is something actually that is available on LinkedIn. For example if you're targeting particular companies, you can upload that list of companies and LinkedIn will match you the customers based on that list. So here you can match the list of your current customers, to the list of Snapchatters. So if you have your uh like emails of your customers a...
nd you want to reengage them, before your app, you can upload this list, and Snapchat will find those people and serve the ad to them. And Lookalike Audience is a way to use your current customer audience and find people who are similar to this particular audience. So if you take your most engaged customers, create a lookalike audience, then Snapchat will show your ads to people who are very similar to them. Uh there are additional add options in Snapchat that they have just recently introduced, and we'll s see some examples of how that worked before, So Location and Radius Targeting, are really interesting. So for example, location targeting, as you can um you can target Snapchatters within a particular university. Or, people on particular beaches, so if you're serving uh maybe a particular type you want to promote a particu;ar type of beer,, or bikinis or whatever one of those products, you can serve that to that audience. Radius targeting is for good for you if you're for example uh want to target people around a particular store. Or around an airport a particular airport That's very precise, but we'll see some examples how that can work for your brand. So this is how location targeting looks like, you can like see the list, of these locations, or you can start typing, and then, in terms of radius targeting again, you can choose the visual approach and pick locations from the list. Context Cards we briefly spoke about them before, so what happens is the person is served additional piece of information, so usually context cards are available with the geofilters, when there is a location tack on someone's Snap, and you can tap on it, and it will serve you additional information about the restaurant, so you can make a booking, call the restaurant, or a beauty salon, or call an Uber, one of those multiple things, and here in this example, the user was served a listing of the movie so he can actually go and see where the movie is playing near them, and book a ticket. So they don't have to leave Snapchat for that, and it's an awesome way to actually close the deal, or sell something within the Snapchat Ad. Context cards are available to advertisers for free, or to those advertisers that work directly with Snapchat. So at the moment you cannot get a card through the ad manager, but it's important to know that if you are a brick and mortar store, or you know, a company that is planning to run bigger campaigns and stuff, then you can work with the team directly, and you can get this as an option for your ad. Promoted Stories is a really cool format. Again it's available only if you work with Snapchat (laughs) but I think it will be available soon in the ad manager just by the nature of this ad product. So this is how they discover how this looks like at the moment, so you see different stories in the vertical order in the tiles, and you can see the story preview, you can see who the person is when they post it and whether it's an official story or brand or a publisher, and that story on the right is an ad story so if we look closer, we can see that there's a little ad tag on it. So what you do or what the user does, is you tap that story, usually ad stories they are pushed to the top so that your user is guaranteed to see it. It's not like you're gonna be scrolling and scrolling, and then you're like "Oh, ad story." And then what happens when you tap on this particular story, your served a short video like a teaser. And then you have an option to watch the video in full. And then this a happens and this is really bad, Because this is a massive in statement company, and they have millions of dollars to promote their product, and they did not create a vertical view. (laughing) why I don't have an answer. So if you do that and especially if you work directly with Snapchat and you create those um ad ad stories do vertical video! That will perform better. Because right now, it's small I can't really see it Chances are, I just swipe down. And this is what I did.
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