If you’re interested in promoting your business on Snapchat, you’re likely interested in learning about the strategies to craft the most effective ads possible. In this blog post, I will provide you with the top 10 proven Snapchat ad best practices that help you run successful campaigns.
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10 Snapchat Ad Best Practices for Advertisers
To make the most of your campaigns, here are 10 Snapchat advertising best practices, along with explanations of why they work and how to implement them effectively:
1. Choose the right Snapchat ad type
Different ad formats are designed to achieve specific objectives, such as brand awareness, app installs, or product sales. Selecting the right format ensures your ads are effective and aligned with your marketing goals.
By choosing the right ad type that matches your business objectives, you can maximize the effectiveness of your Snapchat ad campaigns.
For example, if you are a small business aiming to increase brand awareness, you should use Snap Ads to reach a broad audience with engaging short videos. For those looking to boost app installs, App Install Ads are the best choice, directing users straight to the app download page. If your goal is to drive product sales, Collection Ads allow you to showcase multiple products within a single ad, making it easier for customers to browse and shop directly on the app.
2. Add polls to your Snapchat ads
Polls increase user interaction by allowing them to engage directly with your content. This can boost engagement rates and provide valuable insights into audience preferences.
Use Snapchat’s Poll Stickers in your ads to create simple, engaging polls. Ask relevant questions that encourage users to participate and make sure the poll is aligned with your campaign objectives.
3. Link your Snapchat Ads to the correct landing page
Directing users to a relevant landing page enhances their experience and increases the likelihood of conversions. Irrelevant or generic landing pages can lead to higher bounce rates.
Ensure each ad links to a specific landing page that matches the ad content. For example, if the ad promotes a particular product, link directly to that product’s page. Use Snapchat’s deep linking feature to guide users to the exact location within your app or website.
>>> Read more: Snapchat Ad Targeting: All Options Explained + Tips for Success
4. Write compelling ad copy
To ensure your Snapchat ads are successful, focus on:
- High-quality visuals: Avoid blurry or pixelated images and videos.
- Concise, clear messaging: Clearly convey the purpose of the ad.
- Strong CTA: Encourage immediate user engagement.
Clear, concise, and compelling ad copy grabs attention and encourages users to take action. Effective copy communicates the value proposition quickly and drives higher engagement.
Given the short attention spans of Gen Z and millennials, Snapchat suggests using easy-to-understand copy, localizing it for your audience, and presenting an offer message within the first 2 seconds of the ad.
Let’s take a look at this Snapchat ad example from KFC:
The ad copy is highly engaging and memorable, using a surprising and humorous statement (“The Zinger is going to space”) to capture attention. The casual, conversational tone makes the message relatable, and the prompt to return to Snapchat seamlessly integrates the ad into the user experience.
5. Use split testing on your Snapchat ad
Split testing, or A/B testing, is essential for improving conversion rates. It allows you to identify what works and eliminate what doesn’t, ultimately saving you money. Instead of wasting your entire ad budget on an underperforming campaign, split testing enables you to combine effective elements, enhance ROI, reduce the risk of failure, and develop a successful ad strategy.
For example, you might be unsure whether to target 18-25 or 30-35-year-olds for your next campaign, and you want to test these two audiences. Using the split-testing feature, you can keep the creative, placement, and delivery consistent while targeting each ad set to the different audiences you’ve selected.
Once you’ve identified the most effective variable, launch a campaign using this winning element to achieve better results from your ad spend.
6. Use the Shoppable AR Lens Feature
Shoppable AR Lenses provide an immersive and interactive shopping experience. Users can try products virtually and make purchases directly within the app.
Develop AR Lenses that showcase your products in an engaging way. Use Snapchat’s Lens Studio to create these experiences and integrate shopping functionality to allow users to purchase products seamlessly.
7. Use User-Generated Content
If you’re not using user-generated content (UGC) in your Snapchat ads strategy, you’re missing out on converting your audience into paying customers. UGC adds authenticity and trust to your ads. Consumers are more likely to trust and engage with content created by other users rather than brand-produced content.
According to Jukin Media’s report, 31% of consumers agree that UGC content is more memorable than traditional ads. A study by Stackla also reveals that 79% of users said UGC impacts their purchasing decisions.
If you don’t have any UGC yet, you can:
- Encourage your customers to create content featuring your products by running contests or campaigns that allow them to share their experiences and share it on Snapchat
- Create ads with a similar look and feel. Use Snapchat’s features, have someone speak directly to the camera, and keep your ads 5-6 seconds long.
8. Design your Snapchat Ads with sound
You should know that 64% of Snapchat ads are watched with sound on. The most effective Snapchat ads seamlessly blend into a user’s feed without being disruptive. Since most Snapchat users watch their friends’ Snaps with sound, your ads should also include sound.
- Create ads where your customers give testimonials by talking directly to the camera
- Use sound to convey more information, keeping in mind you only have about six seconds
- Incorporate music, voiceovers, and sound effects in your ads to make them more engaging
9. Use Goal-based bidding
Goal-based bidding is a feature that allows you to optimize your ad spend toward a specific action you want a Snapchatter to take. For example, it can be downloading your app or making a purchase.
By setting this cost-per-action, Snapchat will deliver your ads in the most efficient way possible. Your ads will go out to people most likely to complete the action, and you’ll see higher conversions.
To set up goal-based bidding in Snapchat ads, go to the “Delivery” section when inputting your ad set details. Choose your goal and specify your cost-per-action.
10. Use a Snapchat agency ad account
Like all other advertising platforms, a personal ad account on Snapchat often has a longer approval time, a higher chance of being suspended or lacking advertising function, etc. Compared to this type of account, a Snapchat agency ad account provides access to advanced features, detailed analytics, and enhanced support that regular accounts do not offer.
Besides optimizing your ad campaign and unlocking advanced targeting features, using a Snapchat agency account will fix all the issues while targeting audiences and reducing the competitive budget compared to a personal account. It will be a miss if you don’t upgrade your Snapchat to agency accounts now.
It would be best if you started using a Snapchat agency account to avoid issues related to ads not delivering or spending. However, this type of account is only available for qualified agencies, like Mega Digital. You can access it by renting our account right now.
How to Choose the Right Snapchat Ad Best Practices for Your Business?
Selecting the most suitable Snapchat ad best practices for your business involves aligning them with your specific goals, resources, and audience. Here’s how you can determine which practices will be the most effective for your needs:
1. Assess your business goals
What are you hoping to achieve with your Snapchat ads? Identify your primary goals, such as brand awareness, driving traffic, generating leads, or boosting sales. Your objectives will guide which practices to prioritize.
- Brand Awareness: Focus on practices like writing compelling ad copy, using sound, and choosing the right ad type.
- Driving Traffic or App Installs: Prioritize linking ads to relevant landing pages and using the Shoppable AR Lens feature.
- Generating Leads: Implement polls to engage users and gather insights.
- Boosting Sales: Utilize user-generated content and goal-based bidding to drive conversions.
2. Understand your target audience
Different practices may resonate better with different demographics. Consider the preferences and behaviors of your target audience.
- Younger Audience: Interactive features like the Shoppable AR Lens and user-generated content may be more effective.
- Broad Audience: Practices like using sound and writing compelling ad copy will appeal to a wider range of users.
3. Evaluate your resources
Some best practices require more resources than others. Determine what you can feasibly implement based on your budget, team, and tools.
- Limited Budget: Start with split testing to find the most cost-effective strategies, and use goal-based bidding to optimize ad spend.
- Larger Budget: Consider using a Snapchat agency ad account for access to advanced tools and support, and invest in high-quality visuals and sound.
4. Implement and test
Begin with a few key practices that align most closely with your goals and audience. Test their effectiveness before scaling up.
- Testing: Use split testing to evaluate different ad types, copies, and audience segments. Adjust your strategies based on performance data.
- Optimization: Continuously monitor and refine your approach to maximize results.
Below is an example of how a real-life eCommerce store would choose and implement Snapchat ad best practices to boost sales. The store uses the Shoppable AR Lens to create interactive shopping experiences. It also incorporates user-generated content to build trust and credibility. Additionally, ads are linked directly to product pages to streamline the purchasing process, making it easier for customers to buy. Together, these practices foster a more engaging and seamless shopping experience for customers, leading to higher conversion rates.
Wrap-up
Above are some Snapchat ad best practices that will help you create ad campaigns that resonate, engage, and drive action with your audience. Remember, the key to success on Snapchat is understanding the platform’s dynamic environment and continuously optimizing your strategies based on performance insights. Start implementing these practices today to maximize your advertising potential and achieve your marketing goals.
