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February 25, 2020
February 25, 2020

Advertising on Snapchat: How pricing works

Learn how to scale ads on Snapchat with any budget
Advertising on Snapchat is an efficient and low-cost way to leverage an audience of 218 million daily active users who are engaged with the platform and ready to take action.3  Businesses of all sizes can launch advertising campaigns on Snapchat with as little as $5 a day. Additionally, Snapchat offers tools such as Snap Publisher which allows you to create and edit ads in minutes, all within your browser. Getting started on Snapchat is free - create an account, open your ad account, and you’re ready to start publishing ads.
How does pricing work on Snapchat?
The exact cost of advertising on Snapchat can fluctuate depending on a number of factors such as your selected advertiser objective, your selected budget, the duration of your campaign, your bid goal, and your bid amount. 

Campaign budget & duration 
Each ad set you create has its own budget. With a minimum daily spend requirement of only $5, you can set a budget that works for you and your business. Your daily budget is the average amount you are willing to spend on a specific ad set per day, while your lifetime budget is the amount you're willing to spend during the campaign's lifetime. You can also set spend caps to limit the total amount of money you spend on your campaigns.

Goal-based bidding
The cost of advertising on Snapchat is majorly dependent on goal-based bidding. Goal-based bidding allows you to optimize towards a specific action that a Snapchatter is most likely to take, such as installing your app, watching a video, or completing a purchase. While setting up your campaign, you can choose your bid goal (what action you want your ad viewer to take) and bid strategy in the ‘Delivery’ section. Your campaign will be optimized towards your bid goal based on your selected bidding strategy. All advertisers on Snapchat are billed on a CPM (cost per thousand impressions) basis, regardless of bid goal. See the full list of bid goals here

Once you’ve selected the goal you’d like to optimize towards, select your bid strategy and your desired bid amount. You can choose between 3 different types of bidding strategies:
  • Auto-bidding: This bidding strategy allows Snapchat to set the bid on your behalf to get the most goal actions given the budget, target audience, and ad set duration.
  • Max Bid: This bidding strategy tells Snapchat the maximum amount we can bid for you while we try to achieve the most efficient CPA (cost per action) possible.
  • Target Cost: This bidding strategy allows Snapchat to bid on your behalf, and tells Snapchat to make our best effort to keep your average CPA at or below the amount set by the ad set end date.
Once your campaign has launched, Snapchat will deliver your ads to your desired audience and objective at the lowest possible cost. Due to budget pacing and user-action prediction variance, the observed cost per event may exceed the inputted bid amount.

Advertising on Snapchat is a cost effective way to reach an audience of 249 million3- get started for as little as $5 today!

Snapchat can help your business grow.

3Snap Inc. internal data Q3 2020. See Snap Inc. public filings with the SEC.