How to Run Snapchat Ads for Beginners

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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