Snapchat’s 2022 Guide to Holiday Advertising

During the festive season, many businesses, just like yours, that are focused on getting more users for their apps, run ads on Snapchat. Now is the ideal time to acquire new users for your app. In fact, 63% of Snapchatters last downloaded a new app on their phone within the past two weeks, and 41% of Snapchatters make a purchase using an app at least once a month. By following our proven best practices, Snapchat can help you achieve your goals for the festive season. Find our full guide below or book a call with a Snapchat Ads Specialist. We’re here to help every step of the way.

Black Friday & Cyber Monday Is Here!

During the highest engagement and busiest season you want to make sure that your business can drive the most app installs as efficiently as possible. Snapchatters are hyper engaged during this period and eager to find new apps to install on many new devices they’ve just been gifted. We offer you the top pro optimization tactics that guarantee you reach the right audience in the most efficient way possible.

Start Early

Starting early guarantees competitive prices and a solid base to rely on during the sales period.

Maximize Your Bids

Assigning bids at 2-3X the suggested bid allows you to be competitive in the auction while still reaching high quality audiences.

Be Patient

To avoid large performance fluctuations that can impact your daily KPIs, wait 3-5 days between bid/budget/targeting changes.

Broaden Your Targeting

Whenever it’s possible, expand your reach (1-2M minimum) to reduce cost & achieve scalable results especially while bidding on lower funnel.

Avoid Audience Overlap

Follow “fewer ad sets, with larger budgets" strategy to give your ads stronger momentum & prevent auction from blocking your spend.

Diversify Ad Format & Creatives

Use 2-5 creatives under each Ad Set and different Ad Formats  to provide optimization levers,  prevent quick creative fatigue, maximize your reach across all inventory pools.

Rotate New Creatives

Refresh creatives every 2-3 weeks to avoid creative fatigue.

Consider a Consideration/Conversion Campaign

To get your audience moving along the customer journey, the next campaign you should activate is a Consideration or Conversion Campaign. To start, on the “Create Ads” page, simply click “Advanced Create”

For quick reference, check out our festive Consideration/Conversion Campaign setup

Consideration or Conversion Campaign
Select App Conversion Objective. We recommend a $30 per day minimum budget. (or equivalent in value)
Ad Set 1
Use Age & Gender Targeting. Set your bid goal as your Key In-App Event with Autobid and use max bid.

Ad Set 2
Target your Custom Audience:Customer List Lookalike(Balanced). Set your bid goal as your Key In-App Event with Autobid and use max bid.

• We recommend 5-10 second-long Video Ads. Additionally, we recommend 2-3 Video Ads per Ad Set.
• Additionally, we recommend adding one Story Ad to each of your ad sets. 

You did it! Check back on your account to see that your campaign has been approved. The process can take 24 to 48 business hours.

Interested in one-on-one guidance from a Snapchat Ads Specialist?