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A Complete Guide to Snapchat Ad Manager

Lesson 8 of 8

Snapchat Ad Manager Best Practices

Inna Semenyuk

A Complete Guide to Snapchat Ad Manager

Inna Semenyuk

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Lesson Info

8. Snapchat Ad Manager Best Practices

Lesson Info

Snapchat Ad Manager Best Practices

So I did a few screenshots and had to be creative about covering the brands. (laughs) The logos. But you can see here, like this is Pandora, this is Trunk Club, and Credit Karma. So Credit Karma was actually an interactive ad, and they had sound. I think Pandora as well. And like Trunk Club, the items were moving and they were showing how they're getting in the box. So as you can see, most of them, like this is a little bit more creative and when I was served this ad, I was like what is this, what do I do? But they suggest that I install the app and listen to the music. This is kind of more, was a better ad for me because it's showing me that they can deliver clothes, the clothes look cute, they're neutral enough and creative enough, the items, to spark my interest, and then there is a very clear action that you sign up for the service. And then with Credit Karma, because they are about educating people about their credit score, and their whole business is that you know what your credi...

t score is, like how you utilize it, and then they give you the message that you can maximize your tax return and they have a feature to submit your taxes through Credit Karma. They use the message to learn more. So you swipe up to learn more about the product. And then this is Olay, so they have a product pack shot. Another one with a product pack shot. So here, very clearly, this is Vicks. There are no questions, everyone knows how to use it, and because it's so obvious, so they used a very clear product and clear call to action. And then this one is a bad example I wanted you to see. So these are some cases for Pixel. And again, I have a Google Pixel as my phone. So okay, this case looks cute and it actually matches the color of my presentation which is awesome. And then what happens when I shop now? This whole experience is terrible. They show me the window, the pop up, whether I can allow notifications. Like, why? Why are they doing this? And the whole website just looks horrible and the whole experience. And they're showing all those elements of creating urgency, shop now because someone bought it, and that sends me away. Because I'm like, okay, this was kinda pretty, the ad was a little cheap, because it's like simple text and they don't really care about the logo because they're not about the brand, they're more about the sales. They're probably reselling those cases. But the whole experience afterwards was terrible. So if your ad is not performing, think about where you're sending the person and what experience they're having. Maybe you create a separate landing page for a particular product, especially if on your website, if you're having features like popup windows and sign up windows and discount and whatever, maybe you do that landing page, which already says, for Snapchat users, there is a discount. Or we give you an extra product or you get a set of stickers that we will give to you together with the purchase. So Snapchat can do a lot for you and you can do a lot of targeting and you can create an awesome ad, but at the end of the day, if you're taking the person to your website and they are not converting, then you should think about why they're not converting. Where the process breaks up and what you are doing wrong. And this one is probably my most favorite ad. Not only because I love Reeses Peanut Butter Cups. (laughs) Really love them. But this is the ad. And I totally played it for minutes. I got frustrated when I was almost eaten by one of those guys, but basically, from that you swipe up from the main ad and you play a game. How cool is that? And you have the score and all that. And I loved it because first, it's the brand that I love already. Second, it entertained me. I was getting emotional because if I've been getting caught or I was catching the last one and they were chasing me. So I'm getting emotionally involved. And after that, and I saw it a few times and I played it a few times, often like late at night. And then what do I do the next day? I'm like, hm, maybe I should have a Reeses with my cup of coffee. So this one, of course, not everyone has that brand power or distribution. But this is a good example to think about how you can engage with a person at the level that they are spending some of their time, and then as a result of that, they are purchasing your product. So this game was played almost half a million times when it was launched, and the users spent an average of a minute and a half just playing the game. And again, if you think about a minute and a half playing that game, it's quite a lot of time. Another example I want to show you is an app called Peak Brain Training. So they would start with the video that would be showing how different elements can come together or be spread apart, and they were suggesting that you put those together to form a cat. If you see the shape of a cat here. And the action was to swipe up. And install the app. So they had really good results in terms of the ad performance. So they had lower cost, so 40 to 60% lower cost, then 30 to 50% lower cost for sign up for the app, and then more conversations. So they did use Snap Pixel. And again, you can access it and close better. But basically, the results are better. People were converting better. But I think it's because it's the right audience, they did the ad that is creative and is engaging with the audience, and it's just really cool and fun. So they did not just say, improve your brain performance, download our app. They said this is what it is, this is an exercise, try it. Because there's no better way to get someone to use a product if they try it rather than you describing what it is. So they generated over 1.7 million installs having ads on Snapchat, and that's a really good number. Another example I wanted to show you, and that counts to radius targeting example. So Hopper, I don't know if you used Hopper before. You can find really good deals on flights. So what they did is they put their targeting around certain airports. So if you're flying out of LA airport, they would be showing you specific creative, saying where you can fly form LA on what amount of money. So for $70 you can fly to Cabo or something, just making it up. I wish. (laughs) Then they would geotarget it within an LA airport, so even if you are leaving the airport or coming to the airport, if you're using Snapchat you would see that ad. So you're more likely to install the app. And again, they had awesome results. So 37% are more likely to watch a flight on Hopper versus users acquired through other platforms. So basically they got people, they put Hopper on the mind of the person for cheaper deals, for better deals. Four times higher flight book rate versus, again, users acquired on other platforms. And 50% decrease cost per install by using radius targeting. Because they're cutting out the people who are not within the airport range. They are targeting right audience and paying less money. So overall, if you look at the data and how companies use Snapchat ads, usually it's lower cost per install, it's a higher conversation rate, and it's over 40% lower cost per action, depending on what the action of the ad is. These are the key items. So Snapchat ads, just to summarize, they reach over 70% of 13 to 34 year olds in the United States. So while Snapchat is best for the younger demographics, you saw that the robust demographics target much more specific audiences that can be right for your brand. You can create effective ads and monitor, and you can optimize your cost per install or cost per action with the Snapchat ads. And you really should focus on the first like three to five seconds with a clear message and a clear visual to create awesome apps. If you thought that this was it, it's not. (laughs) But I think you will enjoy what I'm just about to say to you. It's not from me, it's from Snapchat. They can give businesses and marketers free ad credits. There's a program called Snapchat Accelerate. They work for startups and for digital marketers. So if you ran campaigns before, you can apply for that program. And the best way would be for you to either look it up on, or Google Snapchat Accelerate, and then there is a clear call to action, like how you apply. But these are some of the examples of the credits they give to startups. So if you're a high growth startup, it can get up to $100,000 of ad credits from Snapchat, and support from their team. So they really work with you to make sure that you understand the platform, that you understand how the ads work, and that you actually have some money to play with. You would think, why would someone gives away $100, and spend time, but that's because often marketers think that Snapchat is not open to businesses. But Snapchat actually is. And this program is available to some startup accelerators like Y Combinator, so they're pre-approved. So if you're a YC startup, you have access to that platform and program already. That's it. (audience laughs) If you have any questions-- (audience applauds) As always, if you have any questions, I'll be happy to answer, and these are my details, and @innavation is my social media handle across all platforms. Thank you for listening. I hope you learned something new, and I hope you will not be afraid and go and check the platform. And whether you are going for a simple ad creation or for a more advanced way, I think Snapchat offers a very clear, step by step instruction that you can use to create awesome ads. Thank you. (audience applauds)

Class Description

Snapchat is unique. Snapchat is complex. And until recently, the only way to run ads on Snapchat was to go through one of its ads partners. But that changed with the launch of the Snapchat Ads Manager.

Now you can create imaginative, engaging, full-screen video ads all on your own. Snapchat expert Inna Semenyuk, a seasoned marketer who’s worked with Facebook, Skype, eBay, Starbucks and others, will show you all the ways you can take advantage of the Snapchat Ads Manager to make a name for yourself on this popular platform.

In this class, you’ll learn how to:

  • Develop, create and launch a successful Snapchat ad campaign.
  • Optimize your ads by running experiments to see what works best.
  • Avoid common mistakes with Snapchat ads.
  • Use Snapchat Ad Manager and the Ad Manager Dashboard.
  • Identify your target audiences.
  • Monitor your ads and analyze their success.

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