App Install Campaign Setup

Learn how to properly set up your app install campaigns.

1. Build your campaign

Choose App Installs as your objective, select start date, daily spend cap, and/or lifetime spend cap.

2. Build your ad sets

Choose Single Image or Video Ad as your ad format, select your audience, and input delivery options including ad set budget, goal, and bid.

3. Build your ad

Design your ad by adding your brand messaging, uploading creative, choosing your call to action, and publishing.

Below is an overview of how you should allocate your advertising budget when setting up app install campaigns.

25% - Test: Use 25% of your budget testing out different audiences, bids, and ad creative.

35% - Optimize: Dedicate 35% of your budget to making changes and optimizations based upon the findings from your testing phase.

40% - Scale: Scale up using the remaining 40% of your budget on what works from your testing and optimization phase.

Create different ad sets to segment your audience using the categories below.

Ad Set 1: Mobile App Custom Audiences

Dynamically update audiences generated from data from your app passed back to Snapchat from your MMP. You can also

improve performance for acquisition and re-engagement campaigns while making ad set creation more seamless.

Ad Set 2: Re-engagement Audiences

Drive incremental reach or conversion lift by creating Lookalike Audiences for acquisition campaigns or exclusion targeting.

Optimize for purchases: When configuring your campaign, select auto-placement to optimize your campaign for purchases.

Target cost: When configuring your bid, set your target cost as 2X your goal CPA (cost per action).

We recommend using three or more short videos (each 6-12 seconds long) or static images for your creative to drive conversions.

Allow Snapchatters to swipe up and download your app with app install attachments.

Drive new users to the app store to download your app with deep link attachments, or guide existing users to a location within your app.