Snapchat Ad Tools That Every Marketer Should Know About
Last quarter, the performance report of 2023 made marketers question the worth of Snapchat. Most marketers thought, Snapchat would never become a good ad platform and some even questioned its future.
However, this year, it seems that Snapchat is on a growth spiral. Things are getting better and the first quarter growth report of 2024 says it all. Now, marketers are considering Snapchat as one of the biggest ad platforms with an ad surge of nearly 85%.
With such a huge impact, Snapchat recently launched a 14-minute webinar to address all the important marketing tools that every market must know about. If you are a marketer, trying to reach GenZ and millennials, now is the time to hop on to Snapchat marketing for better results.
Everything You Need To Know About Snapchat Ad Tools
Digital marketing is all the hype right now. Facebook, Instagram, YouTube, TikTok, google, you name it, and an app or online platform is offering an ad service. However, for the longest, Snapchat was not considered a social media platform worth using for ads.
Some blamed bad Return On Investment (ROI), while others felt that Snapchat did not have enough active users. Unlike most digital, tech, and telecom brands like Spectrum, Snapchat does not have an active customer service. Unlike Spectrum customer service number, Snapchat users can’t contact support in real time.
Furthermore, Snapchat did not have a good enough dashboard, analytical review tool, or plugins like Meta or Google. However, things are changing now.
- Changing Ad Format
Snapchat announced the redesigning of the ad format. After redesigning, the ad will look more unified with the overall look and feel of the content. This will further improve the outcome and achieving the goal of better ROI will be much easier.
This format will be very helpful for marketers as it will maximize the understanding of user behavior. Right from clicking on the ad to staying, skipping, or bouncing, this will be a powerful change for the marketers.
Within the revamped format, the user will get a full-screen display with messages, ad offers, and other paid content. To further enhance the user experience, they are also using Augmented Reality(AR) ad options. This will be ideal for boosting the exposure with their branded lens.
Snap is further adding a “state-level first story” notification, which will boost the area-specific reach, helping marketers to keep target laser-focused.
- Value-Driven Targeting for Ads On Snapchat
One of the most exciting updates about the new Snapchat marketing ad tool is the integration of high-impact AR products. This AI product will mainly offer marketers to utilize an all-day takeover of the lens carousel.
Apart from this, Snapchat has also updated its download experience for marketers. This will help marketers install any app with just a few simple clips without exiting Snapchat. With this feature, Snapchat will become an ideal platform for in-app installation ads.
Moreover, with the new updates, the bidding process has become more fun and easy, especially for mobile gaming ads. Currently, the value optimization and value-bidding feature is still in the testing phase, so it might be available for all.
However, once this feature is rolled out for all, this will help with bidding, based on purchase value, rather than just quantity of sales.
- 7/0 Delivery Optimization
For every marketer, bidding is one of the most challenging parts of running any ad campaign. From client to in-house product, the success of every ad campaign is dependent on the money you spend. To offer marketers more control, Snapchat has released a better and more powerful style of bidding.
With this bidding feature, marketers will be able to bid on Click through Conversion per week. Since the CTC span is within seven days, this bidding strategy is called “7/0 delivery optimization.” This bidding style will help in lowering the cost per purchase rate, offering a much better and higher Return on As Spend for the marketers.
The best part is that the social media giant has now promised to add more partners. This will mainly assist with campaign creation, and it will further facilitate Customer Relationship Management partnerships, data expansion, and data integration.
The 7/0 delivery optimization will offer insight into the quality of leads generated through Snapchat ads, which will be a game changer.
- New Partnerships with Snapchat
To make optimization possible, Snapchat will collaborate with third-party data collaboration platforms like Snowflake, Datahash, LiveRamp, and Tealium. These platforms will help with the integration of Conversions API.
Through the data collected and integrated via these platforms, marketers can narrow down their audience, improving ad performance. For KPI tracking, Snapchat also offers landing page view count, session volume counts as well as bounce rates.
The goal of these changes is to mainly help marketers generate better numbers, predict trends, and get the most out of their ad campaigns in the future.
Key Takeaways from the Snapchat Webinar
In case you have missed the full Snapchat webinar, here are some key takeaways to keep in mind:
- Ad format: Snapchat launched its unified ad format for a better look and feel
- AR incorporation: Snapchat launched AR features like all-day Lens Carousel takeover and State-level First Story.
- Advanced bidding: Snapchat updated the mobile gaming advertisement feature and value optimization for bidding
7/0 Delivery Optimization: this bidding style will boost click-through conversion within seven days and boost return over ad spend. - More partnerships: announced new partnerships like Snowflake, Datahash, LiveRamp, and Tealium.
- Machine learning: the social media giant will now allow marketers to reduce spending by 60% while offering better click engagement