How to run ads on snapchat
Snapchat is without a doubt one of the most lucrative advertising platforms in the world right now now the platform had over 300 million monthly active users in 2021 a third of those users are from the united states now each of those users spend on average 30 minutes a day on the app 300 million people spending 30 minutes a day on that huge advertising opportunity now 82 percent of users aged 18 and 24 use the platform daily and 79 of teenagers and young adults rank snapchat as their favorite social networking app that's an interesting one their favorite app now snapchatters hold 4.4 trillion dollars in global spending powers through buying ads buying products on the ads they see on the platform and snapchat users are 60 more likely to make impulse based purchases i figure that's because it's quick content it's a very quick app to use so they're making quick buying purchases as well now i want to go through some success stories from snapchat these are taken actually straight from the snapchat website now on the left
here we have six silk now six silk ran this ad that you can see on screen and they got 57 percent higher roads which is return on ad spend versus the other platforms they ran this ad they also got 54 higher purchase value versus other platforms they used and 61 more females purchased on snapchat via this ad now on the right hand side we have a brewmate they got a 10 times return on investment in q2 2021 after they migrated their ads over to snapchat they decreased their cost per purchase by 73 percent and their dynamic ads which every targeting ads got 16 times return on investment so just absolutely insane return on investment here i've also got a couple of ads from literally the last 10 days before recording this video from our agency client so just plug these out really quickly and the ones i could see actually the one at the top is just before christmas i wanted to show you this because this is normally a really bad period for people buying products
we still spend three thousand dollars on the top left there and we got thirty thousand dollars return for this client so that's a return on investment purchase rowan sorry return on ad spend of eight point eight times so for every one dollar spent we returned eight point eight dollars okay which is mad in a down period again down period in the last ten days january is famously awful for e-commerce but we spent thirteen thousand dollars in the last ten days and returned forty five thousand dollars for the client okay that's a three point four times return on ad spend in one of the biggest down periods ever snapchat is an incredible platform to use and i cannot wait to teach you guys how to run ads on it today so let's go through the actual snapchat ad structure okay so what does the ad platform actually look like well we've got snapchat ads manager we then have ad campaigns we have ad set we have ad creative and then the actual landing page we are driving traffic through let me dive into these in a little bit more detail but first let me get rid of me in the corner so first we have the snapchat ads manager this is the umbrella above everything this is essentially
where we manage everything to do with running snapchat ads okay so this is where we manage our snapchat advertising account now within that we have ad campaigns okay this is the foundation of our ads this is where we set up our advertising objectives so what we actually want to achieve out of our ad and our ad format we then have ad sets now at the ad set level we can set our target audience we also choose where we want to place our ad and how we want to bid on the platform we then have ad creative now this is the actual text and the video or image that we are using and this is what people will actually see on the front end and then finally we have the landing page this is the destination where each ad will direct the snapchat user to so where are we actually trying to send traffic to now within our snapchat ads or in our campaigns
we don't need to just have one ad set or one ad when we're actually testing ads we're going to be testing multiple different audiences and multiple different ad creatives within that so here's a bit of an overview of what your ad structure might actually look like if you were testing two audiences and two ad sets you can see we have our ad manager then below that we have one campaign with a goal to get sales presumably we then have two ad sets within that so we're testing two different audiences and within those we have two different ads each we're also testing two different ads creatives as well now it can get a little bit more complex than this but also can be very simple today i'm going to be showing you how to set up a very simple snapchat ad structure so what actually are the ad formats on snapchat what kind of ads can we create
well we have single image or video ads which is what we're going to create today it's the most simple ad but also what i find to be one of the most effective ads on the platform is what looks like an organic post or a snapchat story talking to stories we also have story ads so these are ads that'll come up when you're going through people's stories we have collection ads now these are when we're trying to advertise a series of different products on a website we have dynamic product ads these are great for retargeting ads so we are going to re-target somebody with the exact product they looked at on our website earlier we have filter ads if we want to create our own filters that people can use and then finally we have ar lens experiences now this is where you can create a more interactive filter so let's say you're a sunglasses company you could even have a filter where you're actually putting your sunglasses on your potential customers faces
so it can be really interactive now today we're going to be focusing on single image or video ads these are the best ads for beginners and what i find to be the most effective for those that want to dip their toes into the world of snapchat so without further ado let's jump straight on to the platform hey so because our agency spent so much money on snapchat ads we've built a relationship with them over the past few years and they have very kindly agreed to give you guys completely free snapchat ad credits all you need to do is click the link in the description you'll be taken straight through to this landing page and if you spend 50 on the platform you'll get 150 completely free credit if you spend 500 you'll get 500 back so they will double your ad spend which is absolutely insane
so if anyone from snapchat is watching this thank you so much i appreciate you and i'm sure everybody watching this video appreciates you as well so you need to click one of these buttons depending on which offer you want to redeem and you're then going to be prompted to create a snapchat business manager account you have to create your account through one of these buttons for you to be able to redeem the free credit offer okay so go ahead and do that you're then going to be taken through to the create ads page if you are not for whatever reason you just need to hit the top left button here and you want to hit create ads in the top left now this is the ads manager this is where we manage all of our ads and our ad account
so if we're managing multiple businesses we can manage all those businesses in this one manager i'm going to run through uh the interface shortly but the first thing we're going to do is create an app okay so i want to show you how we're actually going to create an ad and it's mega simple we've got two options we have instant create and we have advanced create okay instant create is for complete beginners literally if you've never joined the platform before and you haven't even watched this video you'll be able to create an ad through going through this interface but i'm not going to show you that i'm going to show you advanced create because we have more options and the ads are going to perform better and if you can create an ad here then you don't need this so uh if you've ever ran out on any other platform before it's going to be very familiar to you okay because all platforms look very familiar and are the interfaces are very similar to each other so people can migrate and use them easily
now the first thing we get to do is choose our objective for our ad so what do we actually want to achieve from this ad where how how do we want snapchat to optimize it now these titles are pretty self-explanatory okay drive traffic through to website we want to get video views lead generation but if you get stuck on any of these and you want to know what they actually do hover over the eye and it'll tell you what these objectives or what their purpose actually is now for the majority of businesses out there you're going to be using website conversions if you're an ecommerce business or you're advertising an e-commerce business you've got you want to make online sales you're going to want website conversions
so you want to optimize for the conversion of a purchase uh driving traffic through to website so driving traffic from snapchat straight through to a website or lead generation okay so if you are a business that generates leads and you call up those leads and sell to them this is going to be able to enable you to create a lead form so you can generate leads now um if we're advertising on e-commerce like we do in our agency we would use website conversions but to be able to optimize full conversions we need to have something called a snapchat pixel set up on our website now i know what some of you are thinking any of you about sites on facebook for is it similar to a facebook pixel yes the answer is yes it's pretty much identical now if we go to the top here and go on event manager
let me just show you what a pixel actually is a pixel if we hit new event source and go web and go pixel code is a simple piece of code that you would copy and paste into your website's header code which enables snapchat to actually track what your customers are doing on your website so if they make a purchase snapchat will know that that purchase has come from an ad and it will be able to track that data therefore you can optimize your ads for a specific action that your traffic are taking on your website now if you do not know how to find the header code in your website you can send this over to your web developer or if you want to create a pixel an easy way if you hit web and partner integration and your website is built on any of these tools okay so shopify you have google tag manager bigcommerce 3d cart and so on and so forth then you can just hit for example the shopify button you'll be taken through to an automatic shopify integration where you literally just have to put in your login details and everything will be done for you we can then look into the data this is just a test pick so i don't even know
if this is actually set up on a website but if we click on that pixel we can see uh how much people have viewed our content what page views we've got and if you have purchases it'll also show here as well okay let's go back to creating ads for now and we're not going to optimize for website conversions today because i'm not actually creating an ad on a specific website instead i'm going to choose drive traffic through to website i'm going to scroll down now and i get to select a name for my actual ad campaign remember we have campaigns and we have ad set of the audience and then we also have ads underneath that want to name this something memorable okay so campaign name let's just say let's say we're creating an ad today uh for uh the affluent agency okay uh affluent agency okay the act the status is going to be active um and we want this to start immediately and we can choose an end date if we want to as well so we only want to run this within a certain period we're then going to set our daily spend cap this is our daily budget now snapchat have a minimum spend requirement of 20 pounds per day or 20 dollars per day uh so you'll need to set it to 20.
i wouldn't advise you going much higher than this when you're first starting to run ads because you want to make sure that the apps are actually going to perform and are actually going to work so there's no need to waste your money set it around 20 maximum of 50 a day when you're first starting out you can also set a lifetime budget on your campaign okay so if you're saying right this is my daily but i want to spend a maximum of five hundred dollars and then you could set a lifetime spend cap here too let me just move me up and hit next now we're going to be taking through to the ad set level this is where we're going to start to choose who we actually want to target so we're gonna name our ad set so what i would recommend you doing is following a naming convention like this so if we're doing up an agency let's say we want to target uh business people okay we want to target some business people okay um because maybe we're trying to get clients for the agency
we want to highlight whether we've got a snapchat pixel i mean i don't actually have a snapchat pixel set up on this individual business manager account because this is a test account for the benefit of this youtube channel um but if you do have a pixel you're going to want to turn that on we're going to choose our ad format so do we want to single image or video or do we want a collection ad now we only really want to use collection ads if we are advertising multiple products okay um but so we're going to choose single image or video
we're going to choose our placement so if we hit edit placements here placement is simply where snapchat places our ad on their platform you can hit edit placements and you can see all the different placements that they're going to show it on but to be honest i would recommend you keeping it on automatic because the snapchat platform knows best okay it knows where to show your ads okay so keep it automatic you can always optimize this later on if you see that certain placements are outperforming others scroll down we've got location okay very self-explanatory this is where we're actually going to show our ads we can have this for united kingdom but if we want to we can just search somewhere else as well okay
for example region okay this is just the united kingdom because it's got that selected there do i go states okay united states here we go cool i'll keep that selected um you can add multiple countries of course you don't just have to select one you can add as many as you want to we go down we've got our demographics okay um now we can select our age so realistically if i'm trying to get people to sign up to the agency uh i'm probably gonna want people between 20 50 plus okay um in fact let's do 1850 plus a lot of a lot of a lot of affluent uh 18 year olds with ecommerce stores genders all or male or female and languages um now i'm going to do english because our ad specialists are english speaking and english writing so we don't want to be creating ads in any other language other than english scroll down to audiences
now this is where they get interesting this is where we can choose pre-defined audiences that snapchat have created based on the profile of their users okay so there are a whole bunch of different things here bookworms and avid readers clubbers and party people okay crypto enthusiasts okay so if you've got an nft crypto enthusiasm you want so um what i'm going to do though is i'm going to see okay have we got anything to do with business okay so business news watchers uh business travelers okay business travelers is probably a good one if you're traveling business class um then you're more likely to own a business it's not a sure thing that you are definitely a business owner but you're way more likely to own a business because you've got a bit of money
business class travel is not cheap so let's select that we don't have the option for create custom audiences now i haven't created any custom audience on here but custom audiences are simply a retargeting audience okay um so let's say you're getting traffic through your website through your snapchat pixel that's tracking that data you can create a custom audience to actually retarget all of that traffic now i'd recommend all businesses having retargeting ads through any ad campaign regardless of the platform you're using i'm going to select expand audience automatically this allows snapchat to go outside of this audience we have selected just in case that he can pull extra customers it will only do this if it thinks it can make you extra money
so i'm inclined to keep this on but if you want to keep it more refined you can turn this off we can then select the devices that people are using okay so android or ios even the make of the device okay um and the carrier too okay i'm not really sure why you'd want to do that unless you had a product which is relevant to a specific carrier but yeah it's great to have the option they're going to scroll down to delivery so we want this ad on straight away we've got our daily budget i just set that to um 20 okay now the reason this budget here you notice actually that budget said 50 okay but the actual uh campaign said 20 right so you can actually have a different budget on your ad set and your campaigns because of course like i went through in the presentation earlier you can have multiple ad sets inside of a campaign if we're testing out multiple different audiences
so this way we can actually control the budget on our individual ad sets for example if we have three ad sets inside of one campaign the campaign's budget is 30 pounds right we might only want to spend 10 pounds on each ad set so it makes sure we're running a fair test and spending that ad spend evenly across all of the ad sets all of our tests we're just going to create the one out today though and again we want to start now and run indefinitely our goal is to get swipe ups okay so on snapchat we don't click through to a website we swipe up to a website and then we can choose our bidding optimization now i would recommend beginners keeping on auto bid this is how snapchat bids on the algorithm how it actually bids to show your ad on the feed right we have auto bid we have target cost this is where we can select okay this is the target amount i want to spend to acquire a customer so if you know your data really well you can select target cost or you can even select max bid which is basically this is the maximum i want to spend to acquire a customer
now i would recommend you keeping auto bid on until you've spent enough money enough money on the platform for you to actually know your numbers and to have refined those numbers at which point you can then select the target cost i'd recommend going ahead with target cost or if you want volume go ahead with max bid cool we're going to ignore third party tracking for now and in fact let me just go back on the page we're on because i wanted to show you something on the right hand side here so um we do have ad set estimates okay now these are to be taken with a pinch of salt these are the estimates based on the information we've put on the platform um of kind of how many people we should be reaching and what kind of conversions we'll be getting this data will get more accurate as we advertise more and more and as snapchat learns more and more about us so we have the target audience size that we've selected so we've got a lot of people here okay like 50 million people the weekly results are saying on the basis of our 20 pound a day spends
we're going to reach between 6 000 and 18 000 people so that's a lot of people on a daily basis that's up to 2 600 people and these are the impressions as well so um and then we also have our swipe up so it's estimating we're gonna get between 14 and 42 swipe ups on our website and this is based on average data based on our kind of website and on the audience we have selected so we're going to hit next as i said take that with a pinch of salt and don't run your ads on the basis of that it'll get better over time as snapchat gets to learn more about you so now we're going to be taking through to the creative side of things this is where we're going to create what our ad actually looks like so let's name our ad and following the same conventions as before so we have an agency and we've had business owners and this is gonna be uh web content okay because i'm gonna create an ad based off our website content now our brand name is affluent.com okay this is actually going to show up on our website in fact on our ad okay as you can see on the top corner here uh our headline is going to be let's say we're trying to get clients um increase yours uh your sales pros now abs okay we're limited to how much we can do okay so let's say we're running an ad on snapchat to get new clients for our agency with snapchats um do we want this ad to be shareable yes because we want people to share this with a friend get more exposure that way why wouldn't you want to we can then upload our media so we can either upload a video now i recommend your video always be in between maybe five and 30 seconds on snapchat this is the the optimal period uh or the optimal time for snapchats that we've seen across our clients and we have spent hundreds and hundreds of thousands if not millions on the snapchat ad platform but i would recommend it being between five and thirty seconds don't get me wrong their ads out there they'll perform well in two seconds our ads out there will perform on uh on 40 seconds okay but keep it within that period and that's kind of the average that we're seeing okay we have you have if you want to hover over here you can see the recommendations on snapchat side of things based on the dimensions the video on snapchat the better as long as you can get across all of the punchy information you need to get across for whatever product you're trying to advertise we're actually going to go ahead and create an ad though okay
on snapchat you have a whole bunch of templates that you can use which is amazing so for any business you don't need any experience creating videos there are a whole bunch of templates that you can use to create a video right so you can click on any of these you can also design one from scratch or you can even uh design an ad based on the content on your website so let's just click on one of these templates okay fun with friends um and you can upload just to show you first of all you can upload any of them and edit any of this media so you can just hit the replace button here and you can upload anything from your library you can upload your logo there and so on and so forth but what i'm gonna do is i'm actually going to create an ad based off my website so can i get off this page here okay let's exit that and let's go design from scratch and if i hit import and i put in my website we should be able to import media from my website directly so let me just wait for this to load okay cool so here we've got loads of images that snapchat has pulled straight from my website so let's say i wanted to create an ad from this one here okay so i'm creating an ad and it's about running ads for other businesses there's me we have a couple of business owners this is this is this is the owner of affluent.com showing you how to run ads
so what i could then do is i could then go ahead and click this plus button and i can add some text onto here okay so up to let's say i don't know 8x oh why with snapchat ads okay i'm literally just creating this here just to show you the uh what you can do with this uh this this editor but this is in no way shape or form uh the the ad that i would run for my agency okay i just we just don't have the time to create a really amazing ad right now i just want to show you that they have this facility okay here is my very primitive looking snapchat uh we hit the review button and we hit send to creative library or we can hit get and what's gonna happen is uh we're gonna be able to use this ad on the platform okay so now we have access to our image looking very pixelated if i may say because i'm zoomed right in on the screen so you guys can see the text um but you want to make sure you use high quality energy if your imagery is bad or your video looks bad it's going to be a reflection of your product or your service okay so make sure you always have high quality content they're going to change our call to action this is going to change this button at the bottom here we could have more but we're going to want people to actually sign up to work with our business or apply to work with us so let's choose apply now we're then going to put in our website so i'm just going to put in the agency website um but of course you would want this to be an application form if you're actually trying to generate leads now you can also put utm tracking parameters which is a simple code that goes on the end of your url to allow you to track things further um now
we don't have the time to go through utm parameters right now create a whole video on it in fact if you want me to create a video on utm tracking let me know down in the comments below and i'll make one in the future cool so pretty much there's make sure we check everything so it's all good yes i'm happy with that although the creative is a little bit dodgy it's not what i would actually run um but we would go down and uh okay let's check everything else cool nothing else to do here for a beginner hit next and again we can review all of our information and we can hit publish campaign cool so the ad is now publishing what i'll do after this has done is actually show you how we can start reading data from this ad okay yeah very good snapchat okay let's let's not worry about doing that let's go on manage campaign we're going to be taken through to an actual ad um account okay so this is an ad account for uh whatever business so if you've got multiple businesses you will have an individual ad account you can click this drop down button here and you'll be able to select uh every business that you are working with or you own and this is where we can actually see everything that is going on uh within our ad account okay so right at the top here we've got kind of a top down level of data so we can see how much money we've spent our impressions how many swipe ups we've got our swipe up rate how many video views we've got we can edit any of this data just by hitting the drop down so we can choose any of the data that's relevant to us so you only want to look at the stuff which makes sense for you if we scroll down we can see our campaigns our ad sets and our ads so if we go on an ad level with even on a campaign level we can actually look at data as well now all of these ads are just literally kind of test based ads this is not an active ad account this is just for the purpose of educating people and on here we can see the amount we've spent on an individual campaign our paid impressions um our cpm so the cost to reach 1 000 people our swipe ups and so on and so forth
if we click on columns we can edit this data as well so we click columns we can go through and we can search for a whole bunch of different bits of data which are relevant to us and our business so for example our cost per lead how many leads are generated how many app installs we've got and so on all we need to do is just take this button you can edit these okay and it's going to change all of the columns here so we can look at our data now i would recommend you let me just make this bigger for a second i would recommend you always um focusing on two to three days okay two to three days is how long you want to run an ad before you start optimizing and start reading the data you don't want to launch an ad and then two hours later start looking at the data because it isn't going to have any time to actually optimize within the algorithm so make sure you are not doing it too early and you're killing ads that potentially could be winning down the line but if an ad isn't performing in about three days or the data doesn't look right then you're probably going to want to kill it and create something new
so that is how you launch your first ever snapchat ads now for those of you that want to continue learning and you want to get serious return on investment on the platform and copy and paste the exact ads that we've used in our marketing agency for our clients and we've spent hundreds of thousands of dollars on the platform so these are proven then i've got something incredible to show you guys in fact let me show you right now so this is the learn ads pro snapchat ad training course a completely online video training program consisting of 27 video lessons personally delivered teaching you the complete a to z of launching and scaling wildly profitable snapchat ads and you'll be learning from an agency that has literally generated millions in new revenue for companies all over the globe on the snapchat ad platform you can copy and paste the exact strategies that we use now all members get access to our private student community where you can get support from us you can get help on your ads and all members also get access to a pro certificate when you complete the course to validate that you have learnt this platform from industry leaders now at this stage you can take the stairs and you can implement what you've learned in this video and you can go about snapchat yourself and you'll make your own lessons and you'll you'll have your own findings along the way or you can take the elevator and enroll in the snapchat ad pro course and you can learn from us and you can skip years of learning curve right now at the point of recording this video we are only releasing this course today and so if you're lucky enough to watch this video near the launch period you might be able to take advantage of our introductory offer which means you'll be able to enroll in this pro training for the cost of a good meal out and you can master an as platform that has the potential to generate you hundreds of thousands if not millions in new revenue for either your company or your clients businesses so we need to do to enter if or to enroll sorry uh is click the link in the description you'll be able to visit the landing page and you can go ahead and you can check all the modules and see what we're teaching in here and if you've got any questions at all then be sure to reach out make sure you scroll to the bottom and check out our reviews you'll see that we literally have some of the best reviews in the industry because we put so much into our ad training we pride ourselves in having the highest quality ad training in the world at an accessible price for the masses now we had a competition at the start of this video and to enter that all you need to do is comment down below with your goals for advertising on snapchat now every one in 100 people will be run or one out of 100 people be randomly selected to win complimentary entry to that snapchat at pro course so if you haven't done already make sure you enter the competition
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