Recommended Campaign Setup
Getting your Snapchat Ads set up for success is a critical first step that enables you to maximize your ad performance. The foundation of an effective ad campaign is dependent on a setup that is tailored to your specific objective.
The following five core pillars contribute to improved advertising performance on Snapchat:
Creative
Bidding
Targeting
Select your objective below to learn how to set your ad campaigns up for success on Snapchat.
Once you’ve launched a campaign, follow the below recommendations to scale your ad performance.
Wait 5-7 days before making changes to your campaign to ensure the delivery system learns about your offering and audience. Maintain test campaigns for at least 30 days to gather sufficient data before evaluating performance.
Gradually increase your daily budget by up to 20% per day once the campaign no longer says Learning Phase. Avoid abrupt increases to maintain control over budget efficiency.
Regularly review campaign metrics such as click-through rates (CTR), conversion rates, and return on ad spend (ROAS). Use these insights to identify top-performing ads.
Use performance data to refine audiences and scale creative testing to reach new customers more efficiently.
Start with testing a minimum of 6-10 creatives. We recommend leveraging creative that have performed on other social channels. Avoid creative fatigue by refreshing your campaign creative. Click here to learn more about Snap’s creative best practices.
Reach out to your Snapchat Account Strategist to determine the best optimization for your campaign, budget, and objective.
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Ad Format
For your initial campaign setup using our Native Lead Gen Form, we highly recommend following the below best practices.
For your initial campaign setup, to ensure optimal performance with your Snapchat Ads, we highly recommend following the below best practices based on your settings.
For your initial campaign setup to collect leads on your website, we highly recommend following the below best practices.
Setting
Best Practice
Objective
• Ensure you have the Snap pixel and are correctly sending sign up event.
• Use the Leads campaign objective and select Web as the conversion location.
Bidding and Budget
• Use Target Cost Bidding and set a daily budget 10x your bid amount to ensure you have enough budget to hit a min of 10 conversions a day. This allows the ad system to learn from your conversions and optimize targeting.
• Set your performance goal to Maximize Number of Website Conversions.
• Set your conversion event as Pixel Sign Up.
• Set your optimization window as 7-day Click and No View.
Targeting
• Keep the audience broad and include the setting Expand Audiences Automatically.
Ad Format
• 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
• Start with testing a minimum of 6-10 creatives. We recommend leveraging creative that have performed on other social channels.
• Learn more about Snap’s creative best practices.
Setting
Best Practice
Objective & Form
• Use the Leads campaign objective and select Lead Form as the conversion location.
• 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.
Bidding and Budget
• Use Target Cost Bidding and set a daily budget 10x your bid amount to ensure you have enough budget to hit a min of 10 conversions a day. This allows the ad system to learn from your conversions and optimize targeting.
Targeting
• Keep the audience broad and include the setting Expand Audiences Automatically.
Ad Format
• 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
• Start with testing a minimum of 6-10 creatives. We recommend leveraging creative that have performed on other social channels.
• Learn more about Snap’s creative best practices.
Setting
Best Practice
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+.
Attribution
