How to Get More App Installs with Snapchat Ads

App install ads drive people to an app store or to your website to download your app and help you grow your customer base. This guide shows you how to increase downloads of your app via Snapchat Ads.

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Prepare for Success

Follow these steps to get the best results:

1. Create at Least 1 Video to Use in Your Ads

Video is a powerful method for connecting with your target audience to help your ad get the results you want: more app installs.

Keep it short: 3-5 seconds should be enough to get your message across, so take some time before filming to plan your content accordingly.
Focus on one key message: Add text to your video that tells people what you want them to do. Focus on the benefit the customer will experience when they download your app.
Reinforce your message with sound: Two-thirds of Snaps are played with sound on, so adding sound effects, voiceover or a soundtrack will help your ad get clicks.

2. Connect Your App and Create Audiences

Verify ownership of your app with Snapchat. Learn how to set up and manage your Snap App ID.
Complete app attribution setup:
- General MMPs (mobile measurement partners for Android) let advertisers see what Snap users do on your app after they take action via your ad. Learn more about the guidelines for different MMPs.
- SKAdNetwork enables you to track your app activities on iOS devices running iOS14+. Learn how to set up SKAdNetwork.
Create a Customer List Audience from your existing list of users. Then create a Lookalike Audience based on your Customer List Audience (choose the Balanced option). Learn how to create Customer List and Lookalike Audiences.

Increase App Installs

First Ad

Your first ad, which should promote a new or recently updated app, generates app attribution activity. This helps our ad system learn who on Snapchat is more likely to install your app.

Objective

Choose the App Installs objective and select the Impressions goal in the Delivery section.

Audience

Select the Customer List Audience you created. Choose age range and gender.

Budget & Duration

Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can do its job.

Second Ad

Your second ad uses app attribution activity to find new people to download your app. This helps optimize your ad’s performance.

Objective

Choose the App Installs objective and select the Install goal in the Delivery section.

Audience

Select the Lookalike audience you created.

Budget & Duration

Budget at least $30 a day. Run the ad for at least 15 days so the exploration phase can continue to do its job.

Pro Tip

Get more specific about who you want to reach.

To reach people who have taken specific actions in your app, such as making a purchase or completing a level in a game, you can create a Mobile App Custom Audience and include one or more of those actions.

Frequently Asked Questions

Build Your Customer Base Through App Installs With Snapchat Ads

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