How to Choose the Right Snapchat Ad Objective

Ad objectives represent your current advertising goals and serve as the foundation for achieving the results you want from your Snapchat Ads campaign.

A good ad objective matches the goal you’re trying to achieve. For instance, if you want to drive people to your website to make purchases, you could choose the Website Conversions objective when creating your ad.

Specific ad formats are available to you depending on your objective.

• Single image or video ads - A photo or video, brief messaging, and a CTA combined to create an engaging full-screen ad.

• Collection ads - Four tappable tiles that showcase multiple products, giving Snapchatters a frictionless way to browse and buy.

• Story ads - A series of 1-20 Single Image or Video Ads, delivered in between Content or through a branded tile in Snapchat’s Discover section.

• Lenses AR experiences - A powerful and memorable way to connect and interact with consumers using augmented reality.

• Commercials - Non-skippable for 6 seconds, these ads can be up to three minutes long and appear within Snapchat’s curated content.

• Filters - Artistic overlays that appear after you take a Snap and swipe left or right.

Learn more about which formats are available for each ad objective.

The objective you choose will depend on the stage of the Snapchat marketing funnel you’re currently focusing on and the advertising goals you want to achieve. For example, if you want to build a base of potential customers for your business, you could select the Drive Traffic to Website objective in the Consideration stage. You could have them fill out a form or learn more about the products and services you offer.

Once you’ve established your objective, focus on how your ad can get the results you want by choosing the right audience and customizing your ad creative. See the “Learn More” links above for more detailed descriptions of how you should set up your ad.

You can check Snapchat Ads Manager at any time to see how your ad is doing. The specific activity you will want to pay attention to will depend on the type of ad you create. Tap one of the “Learn More” links above to learn which results are most important for your ad type.

We recommend setting a budget of at least $30 a day and running your ad for at least 15 days to properly complete the exploration phase, which is when our system figures out who in your audience is most likely to take action on your ad. The first 1-4 days are the most important, so avoid adjusting your ad during that time to prevent the exploration phase from starting over.

The Snapchat marketing funnel is a lot like other social media marketing funnels, in which you get the word out about your business (awareness), turn people into potential customers (consideration), and prompt those potential customers to take action, such as purchases (conversions).