Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: October 30, 2017.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $3,000/month (month to month contract) [Note: Options available for budgets under $3k – contact us to learn more]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, Turkey, Austria, Chile, Egypt, Hong Kong, India, Israel, Jordan, Kuwait, Lebanon, Luxembourg, Belgium, Peru, Poland, Portugal, Qatar, Singapore, and Switzerland
  • Demographic Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)
  • Snapchat recently opened up programmatic advertising to fill space inside the content sections of the app (not available to the public yet)

Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!

Snap Ad interest targeting options:

“Activities/Sports”
Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
“Lifestyles/Hobbies”
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
“Music”
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
“News/Entertainment”
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games
More on Snap Ads types:
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
Snapchat recently introduced ‘Max Reach’ as a new ad unit within Snap Ads campaigns. Max Reach is a way to basically do a full ad takeover of an entire country, ensuring that anyone who logs in to Snapchat on a given day would see your ad. To learn more about Max Reach click here.
snap to store snapchat ads

New ads dashboard from Snapchat

Check out two Snap Ads case studies below!

snap ads case studies

Facebook Stories Available to Pages; Adds “Sets”; 3D and VR In the Newsfeed Too; TBH…

Facebook is Beefing Up Its Platform…

Facebook has been busy these last couple weeks. They made five large announcements. We’ll cover each, and why you should care, below.

  1. Facebook Stories for Pages
facebook stories for pages

Facebook Stories for Pages – Image via TechCrunch

People will officially be seeing Facebook Stories from Pages they follow or Like in the Stories section on mobile and desktop. Facebook announced last week that you can port over stories to FB from Instagram. Now, Page admins will see a “Create Story” button on the mobile app when viewing their Pages.

Facebook has yet to share a daily user metric for Facebook Stories, but we do know that Instagram Stories hit 100 million users just two months after launching.

We’ll see how Stories on Facebook performs, but what we do know is that Facebook is pushing it hard. That’s why, as a brand, you should be utilizing Facebook Stories in your own social strategy. That, and Groups of course (more to come on that in a future blog post).

2. Facebook 3D Posts – Virtual Reality in the News Feed

facebook 3d posts vr

Facebook 3D Posts – Image via TechCrunch

Facebook just announced 3D posts, a new type of News Feed post where users can grab, spin and interact with a 3D object to look at it from all angles. Facebook acquired Oculus a couple years ago and wants to push creators to make virtual objects using the Oculus platform. In the near future, Facebook is working on an API to let third-party VR app developers give users the option to share their creations to the News Feed. Take a look at the video below.

We’ve updated our Facebook Newsfeed algorithm piece with the change.

3. Facebook to Launch ‘Venues’ for VR Programming

facebook venues virtual reality

Facebook Venues for VR – Image via TechCrunch

Facebook also announced plans to launch a virtual reality “Venues” app next year that Zuckerberg said will allow people to “watch live concerts, and live sports, and premieres of movies and TV shows, all around the world with friends” and other people.

4. Facebook “Sets”

facebook sets

Facebook just announced that they are testing a feature called “Sets” that allows you select several status updates, photos or videos and share them as a themed collection to everyone or specific friends. Sound familiar, Pinterest?

It appears that links will be able to be included as well.

5. Facebook acquires popular teen app “TBH”

facebook acquires tbh

Facebook just bought the popular app “tbh” (slang for to be honest) for an undisclosed amount. Why is this important? Two primary reasons. One – Facebook’s weakness is teens, and tbh is extremely popular among teens. Two – tbh only launched a few months ago and is approaching 6 million loyal users. Check out the screenshot of the top App Store rankings below, courtesy of Product Hunt:

With all these announcements, Facebook is clearly looking to separate itself from their competitors and become the one-stop destination for social, content, video, and VR.

Brands – prepare accordingly.

Pinterest Makes HUGE Update to Its Advertising Offering

Pinterest opens up more than 5,000 interests for advertiser targeting through its Taste Graph

Everyone knows that Pinterest builds itself around visual discovery. Over the years, the company has gathered an incredible amount of data around how their users browse images, videos, and content. Now, the company is opening up that knowledge to advertisers, and it’s going to be huge.

Pinterest is unlocking more than 5,000 interests that advertisers can now target against using what the company is calling its “Taste Graph.” That’s what Pinterest calls its system that is able to figure out not only what users like, but also how what they like changes over time.

“One of the biggest difference with the Taste Graph compared to what we were doing before was really diving into understanding the nuances of how we relate Pinners to Interests based on the recency and frequency of their engagement,” John Milinovich, product manager for the Taste Graph, said. “We’re much smarter about how we decay interests from a user’s taste profile so that we can better personalize their recommendations. So, if you haven’t pinned about your wedding in a while, you will stop seeing wedding content.”

pinterest taste graph ads

Pinterest’s “Taste Graph” –
Image via CIO Bulletin

Pinterest is working hard on building an advertising model that touches users at each point of the buying lifecycle. In addition to that, Pinterest wants to be able to demonstrate to brands that ads seen at the beginning of the cycle led to a conversion at the end, even if it was months later.

Pinterest CEO Ben Silbermann told CNBC’s Julia Boorstin that the company has only two objectives right now:

“One is growing the user base …. and the second, of course, is creating an advertising product that really works — to bring in new customers, that’s very measurable, that lets people see emerging consumer trends and merchandise against them.”

Pinterest also just announced that Target’s app will use Pinterest’s “visual search” tool. In essence, it would let users who are out and about take a picture of any product and receive a list of similar items at Target. Here’s an excerpt from the press release on the partnership:

Visual search technology has been around for a while, but it’s starting to hit the mainstream in a big way—by 2020, image and speech search (think asking Siri) could make up 50% of all searches. It’s poised to change the way you shop so we’re tapping Pinterest, our long-time partner to bring their new “Pinterest Lens” tech to our Target guests.

Pinterest has been hard at work in 2017. They debuted “Lens”, a visual discovery tool, they rolled out Pinterest search ads, and they introduced live camera search. Now more than ever, Pinterest needs to be a crucial part of your organic marketing and advertising strategy.

Want to kickstart your Pinterest strategy? Contact us today!

Facebook Ads Targeting Offline Events Now Available

Facebook is finally releasing something advertisers have wanted for years…

The world’s largest social network is officially rolling out offline ad targeting options. This includes things like targeting ads to people who have visited brick-and-mortar locations, in-store purchases, and calls to a business’ office.

The new offline-to-online retargeting options are being added to Facebook’s Custom Audiences ad-targeting portfolio. Advertisers will also be able to retarget lookalike audiences of people who share similar characteristics to those who interact with the brand in the real world.

The Custom Audience list can be created using anyone that Facebook has tracked as having visited a brand’s location, such as a retail store, restaurant or auto dealership, within the past 30 days. For Facebook to get this data, the user needs to have the location tracking feature enabled through the app’s mobile settings.

In order for the location data to be as accurate as possible, Facebook will only include people in an in-store visitor audience when it has a “high confidence” that the person has visited that location, and not just passed it by.

A natural question is whether Facebook could consider a person as having visited a store when in reality that person only passed by the store or the phone’s GPS inaccurately pegged their location as being inside a store. To mitigate that risk, Facebook will only include people in a store visitor audience when it has a “high confidence” that a person visited a given location, Francis said.

The ability to create a Custom Audience of store visitors is only available to businesses that meet Facebook’s eligibility requirements. Among those requirements, a brand must operate at least 10 separate locations.

Need help running a Facebook Ads campaign? Contact us today!

Why You Should Be Running Instagram Stories Ads

Instagram Stories Are Exploding, And You Need to Be Advertising On Them

Instagram Stories is growing extremely fast, like hockey stick fast. They recently announced that they have 250 Million daily users. The company just announced the ability to run ads inside of Instagram Stories. Here are the details…

To start, the ads are unclickable. You can do 5-second image ads and 15-second video ads. As a business, you will get analytics on reach, impressions, replies, and exits. These will be viewable in the Insights section of the business profile.

Instagram Stories ad example

Currently, Instagram Stories ads will be sold on a CPM basis, and priced via auction. Also, at launch, the ads will not have the ability to click through to a website. That will be introduced in the near future, according to Instagram’s VP of Business James Quarles.

As a user, the following is nice: we won’t see ads until you start cycling through multiple stories from friends.

As we get more information about new Instagram Stories Ad formats and details, we will update this post. If you’re interested in an ad campaign, contact us today!

Snapchat Acquires “Placed” to Enhance Its Location Advertising

Snapchat is Upping its Ads Game Once Again…

Snapchat just acquired Placed, a startup focused on tracking and measuring consumers’ locations on their smartphones, and using that information to serve up more targeted mobile ads.

Snapchat released its “Snap to Store” ad product a few months ago. That product allows advertisers to track online to offline sales. But with the acquisition of Placed, Snapchat appears to be putting more of an effort on taking the local ad dollars.

 

snapchat placed advertising

As Mashable explains, Placed offers analysis on other third-party platforms like Facebook and Instagram and websites, so that an advertiser or a publisher can compare the outcome of each of them. Placed also reportedly measures billions of locations.

Snap makes the majority of its revenue from mobile advertising (just as Facebook, Google, and Twitter do). With the addition of Placed, Snapchat is looking to become a bigger player in that space. The location tracking is all opt-in. Snap also will put in place data-sharing, privacy, and security guidelines so that advertising data is not shared between Snap’s own services like “Snap to Store” and the company Placed.

Snapchat Introduces Three New Advertising Products

Snapchat Rolls Out 3 New Ad Units Related to its Lenses and Geofilters



First reported by TechCrunch, Snapchat introduced three new advertising offerings today, its largest update since 2015. For a full rundown of Snapchat advertising options, click here.

World Lenses

Snapchat’s creative tools are extremely popular with its users, which makes them appealing to potential advertisers. 33% of users play with Snapchat Lenses every day, and snaps with Geofilters are viewed over 1 billion times per day.

snapchat world lenses ads

Image courtesy of TechCrunch

World Lenses are an extension of Snapchat’s Sponsored Lens. With Sponsored World Lenses, advertisers can create content for the rest of the photo beyond the face, including floating 2D or 3D objects, interactive content, and other items. This is arguably the most innovative and unique form of advertising out there right now.

There are 4 types of World Lenses: ones where you can place a 2D or 3D film character or product into the photo (for those photos snapped with the outward-facing camera); action-based lenses where you look at or tap an augmented reality object to trigger something to happen; an “interaction” World Lens (like an in-app game); and environmental lenses which can be used to add floating lights or ambiance.

Audience Lenses

Snapchat is also rolling out Audience Lenses, which allow advertisers to buy regionally targeted Lenses for the first time. Previously, advertisers could only be purchased on a nationwide basis.

Audience Lenses allow advertisers buy a guaranteed number of Lens impressions for a specific audience. This includes those that are targeted by demographics like age and gender, as well as those identified as falling in one of Snapchat’s “Lifestyle Categories” (see more on those in our Snap Ads article)

smart geofilters snapchat ads

Image courtesy of TechCrunch

Smart Geofilters

Snapchat’s third new advertising offering is a new take on its Geofilters product. These new Smart Geofilters automatically add location information or other real-time information to a nationwide or chain Geofilter. For example, these could be updated automatically to include things like a high school or college name, airport name, state, city, neighborhood or zip code.

Warner Bros. ran Smart Geofilter ads for its movie “Everything, Everything,” in order to target high school users by featuring the name of the school in its ad (see image above).

snap ads management

Snapchat recently announced that its daily users launch the app over 18 times per day, on average. Snapchat’s daily users now spend over 30 minutes on Snapchat each day. More than 3 billion Snaps are created every day — up from more than 2.5 billion in Q3 2016. And over 60 % of Snapchat’s daily users create content every day.

Want to run Snapchat ads? Contact us today!

Snapchat Is Here to Stay With New Update

Millennials and Gen Z’s Are Not Leaving the Platform, According to a Dozen Studies

First off, let’s make it known, Instagram is not eating Snapchat’s lunch. TechCrunch collected a dozen surveys or studies that all prove the loyalty, at least in the United States, of Snapchat users. Even when compared to Instagram Stories, Snapchat is more popular in almost every metric except for total users. While Instagram Stories may be more convenient to use/consume for Instagram users, it isn’t enough for people to give up on Snapchat.

snapchat magic eraser

Snapchat’s New Updates Are Huge

Yesterday Snapchat released its largest app update yet. Snap introduced:

  • Limitless snaps – which allow someone to view your story or chat for an indefinite period of time
  • Looping snaps – these let you set a snap on a loop, like how Vines used to work
  • Magic eraser – an eraser feature that allows you to make objects disappear from snaps
  • Emoji drawing – you can now draw emojis  🙂

Snapchat appears to be focusing on its core group of diehard users, which is a great move. The new editing features on the app further entrench Snapchat creators to the core product, which is great for everyone.

“These changes allow us to continue evolving the Snapchat service and provide a foundation for introducing even more creative tools for making fun snaps,” the company wrote in a statement on the new update.

snapchat limitless loops

Snapchat Viewability Score & New Max Reach Ad Campaigns

Snapchat Steps Up Its Advertising Game Again…

Viewability Score

Snapchat just announced it is offering advertisers a viewability score that’s designed to offer transparency into whether or not video advertisements on the platform warrant chargeable impressions. The viewability score will be validated by a third party firmed named Moat. It will become available to everyone on June 5th.

The official guidelines state that greater than 50% of an ad’s pixels and at least 2 seconds should be viewable by the users.

Snap Ads Max Reach

Snapchat also has been pitching advertisers on ways to reach everyone in the United States who views a Story on a given day. This new Snap Ads format is called “Max Reach”. It’s an ad-buying option that is the equivalent to a homepage takeover on a traditional website. Snapchat’s version guarantees that the Max Reach Snap Ad will be served to everyone in the United States who is shown an ad on a given day. So basically, every single person in the U.S. that uses Snapchat that day would see your advertisement.

The new Max Reach advertising offering is currently only available in the United States. With this addition, Snapchat now offers three different ‘takeover-style’ ad units that can be served nationwide: the Max Reach ad, a nationwide Sponsored Geofilter, and nationwide Sponsored Lenses.

Discover Partners & Audience Growth

Snapchat has also recently touted its ability to help publishers and large brands increase and accelerate their audience growth. Here’s some data they just released:

snapchat audience growth

This data shows publishers/brands that were also Snapchat Discover partners saw a large increase on other platforms as well.

Discover partners have reported fantastic results. Mashable’s CEO Pete Cashmore recently said: “Snapchat is our biggest revenue source on distributed platforms…It’s very profitable for us because it’s a huge audience and it’s an audience that we can’t reach elsewhere.”

The last part of that statement is HUGE – “…an audience that we can’t reach elsewhere.” That is the beauty of Snapchat that brands and advertisers need to better understand if they’re going to truly succeed on the platform.

Snapchat’s Loyal & Exclusive Users

A new report released by App Annie, based on app usage in Q4 of 2016, found that 35% of Snapchat’s daily users in the United States don’t use Facebook on a given day. The report also said that 46% of Snapchat’s daily users aren’t on Instagram on a given day, and 58% can’t be reached by Facebook Messenger. Here are the statistics broken down:

snapchat audience exclusivity

The statistics are also similar in the United Kingdom, according to the report. We would have to assume that the data is similar in other countries as well.

What does all this mean? In this economy, time is money. Advertisers and marketers need to put their money where users spend their time, and Snapchat is the most important app for many, many people.

Need help with Snapchat advertising? Contact us today!

 

Snap Ads for App Downloads

How to Utilize Snapchat Advertising to Drive App Downloads

Last updated: April 6, 2017

When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.

In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.

acorns app snap ad

Acorns App Snap Ad

Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.

Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.

As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).

Snapchat also recently enabled goal-bidding for app install campaigns on the platform. This form of targeting allow advertisers to get in front of Snapchat users who are most likely to download their app. Snapchat is using machine-learning technology it has developed in house to run these campaigns.

“We’ve been listening closely to direct-response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction. This is a new, cost-efficient way to drive app installs right from Snapchat,” Peter Sellis, the director of monetization product at Snap Inc., told Business Insider in a statement.

As we get more data and case studies, we will continue to update this post.

cookie jam app snapchat ad example

Cookie Jam app Snap Ad

 

 

 

snap ads app downloads

Snap Ads for App Downloads Case Study