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.

Create a Lookalike Audience

Now that you’re prepped with your Snap App ID and your first campaign is off and running, you should create a Lookalike Audience that utilizes your own Customer Lists. A Lookalike Audience allows you to find more users like those who have previously been on your app. For starters, we suggest selecting a balanced Lookalike Audience type; this will help you find an audience very similar to your existing customers on a large scale.

How to Build Your Lookalikes

Step 1
Click the Audiences tab in the top right drop down menu.
Step 2
Click “Get Started” or “New Audience” in the top right of the screen. Then click “Lookalike Audience” to see the options for lookalike creation.
Step 3
Select the seed audience you want to use. Then select what type of lookalike you want to create from the three options (Similarity, Balanced and Reach).
Pro Tip:
Start off with a balanced audience as a test to ensure a mixture of performance and reach.

Interested in One-on-One Guidance?

Create a Story Ad

Story Ads are one of our top performing ad formats on Snapchat. With a Story Ad, you can engage with new Snapchatters across the app, as well as access different inventory and ad placements. In order to create a Story Ad, you’ll need a tile image asset. Take a look below at our tips to create the best possible tile:

For exact formatting requirements and step-by-step guidance on how to make your own Story Ad on Snapchat, please check out our dedicated Business Help Center page.

Consider a Consideration/Conversion Campaign

To get users interacting within your app, the next campaign you should activate is a Consideration or Conversion Campaign. To start, on the “Create Ads” page, simply click “Advanced Create”then select App Installs or App Conversions. From there, create an Ad Set using Age and Gender Targeting and another Ad Set using your Custom Audience (optimizing towards your Key In-App Event). This will make it so your ads on Snapchat build upon those key conversion moments and achieve top performance.

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

Select Website 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.
Ad Set 2
Target your Custom Audience(Customer List). Set your bid goal as your Key In-App Event with Autobid.

We recommend 5-10 second-long Video Ads. Additionally, we recommend 2-3 Video Ads per Ad Set.
  • Pro Tip: Test Story Ads. Use the tile best practices listed above. 
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?