Recommended Campaign Setup

Bidding:
Test Target Cost and Auto-Bid

• We recommend splitting your budget between target cost and auto-bid.

• Auto-bid should be 20% of your total budget. Then, set your target cost daily budget to be 10x your target cost bid, if budget allows. This allows the ad system to learn from your conversions and optimize targeting.

Attribution:
Use 7/0 Optimization Window

• 7/0 prioritizes clicks over views in the ad auction. This will drive sales and ad performance by delivering your ads to targeted Snapchat users that have a higher track record of conversion.

Targeting:
Use Broad Targeting

• Use exclusion audiences as opposed to inclusion audiences (i.e. new users, users that haven’t purchased for some time, etc.)

• Do not use custom audiences on top of retargeting product audiences.

Ad Format:
Spend >85% on Snap Ads

• We recommend allocating 85% or more toward the Snap Ads format.

• Ensure your creative has a prominent logo with clear branding and value proposition.

• Include a tagline and CTA.

Creative:
Refresh Creative

• For initial setup, follow creative best practices.

• Incorporate a creative refresh at mid-point of campaign (ex. 6-week point of 12-week quarter), and ensure 3-5 unique assets are utilized in each time period, for a minimum total of 6-10+.

Bidding:
Use Target Cost

• We recommend splitting your budget between target cost and auto-bid, and setting a daily budget of at least 10 times your target cost. This allows the ad system to learn from your conversions and optimize targeting.

Objective & Form

• Use the Leads campaign objective.

• If your focus is high quality leads, make sure to use qualifying questions in the form.

• If your focus is lead volume, use essential fields only.

• If your focus is to maximize reach, use minimal fields.

Targeting:
Use Broad Targeting

• Keep the audience broad and include the setting “expand audiences automatically.”

Ad Format:
Use Snap Ad format only

• We recommend testing Image vs Video Snap Ads with Lead Form Attachment (or Web View attachment for Web).

• Ensure your creative has a prominent logo with clear branding and value proposition.

• Include a tagline and CTA.

Creative:
Refresh Creative

• For initial setup, follow creative best practices.

• Incorporate a creative refresh at mid-point of campaign (ex. 6-week point of 12-week quarter), and ensure 3-5 unique assets are utilized in each time period, for a minimum total of 6-10+.

Bidding:
Test Target Cost and Auto-Bid

• If your monthly budget is less than $5K, use autobid only.

• If your monthly budget is above $5K, we recommend splitting your budget between target cost and auto-bid, allocating 80% of your total campaign budget to target cost and the remaining 20% to auto bid and/or Max Bid and/or both.

• Set a daily budget of at least 10 times your target cost with an additional 20% buffer (this allows the ad system to learn from your conversions and optimize targeting).

Objective:
Use Pixel Sign Up

• Ensure you have the Snap pixel and are correctly sending sign up events.

• Set your optimization window to 7/0

Targeting:
Use Broad Targeting

• Keep the audience broad and include the setting “expand audiences automatically.”

Ad Format:
Use only Snap Ads

• We recommend testing Image vs Video Snap Ads with Lead Form Attachment (or Web View attachment for Web).

• Ensure your creative has a prominent logo with clear branding and value proposition.

• Include a tagline and CTA.

Creative:
Refresh Creative

• For initial setup, follow creative best practices.

• Incorporate a creative refresh at mid-point of campaign (ex. 6-week point of 12-week quarter), and ensure 3-5 unique assets are utilized in each time period, for a minimum total of 6-10+.