October 14, 2021
10/14/2021

Mobile Advertising on Snapchat: 7 Tips for Running Mobile Ads

Check out these tips for running mobile ads to help your business successfully reach today’s consumers.
Today, mobile phones serve as much more than just a means of communication. They’re our source of entertainment, our camera, our window to what’s happening in the world, and where we browse and shop throughout the day. Mobile devices have become such integral parts of our daily lives, and because of this shift from casual to habitual mobile use, today’s consumer has become a mobile consumer. In fact, 67% of all e-commerce sales this year will come from mobile.1 Businesses hoping to connect with this new type of consumer must meet them where they already are — on their mobile screens — and can do this effectively through mobile advertising.
To help get you better acquainted with mobile advertising, we’re sharing 7 tips for running mobile ads to help your business successfully reach today’s consumers. But before we do, let’s talk about how mobile advertising works on platforms like Snapchat.
How Does a Mobile Advertising Platform Work?
Mobile advertising platforms are built to help you reach your audience where they already are: on mobile devices, online, and on social media. These mobile advertising platforms provide the tools needed to build and launch targeted ads, as well as help you manage and build reports on your ad campaigns — all in one place. Advertising platforms also allow businesses to track, measure, and optimize the success of their mobile advertising campaigns by analyzing data like impressions, engagement and conversions.
At Snapchat for Business, we provide a self-serve mobile advertising platform called Ads Manager where you can create ads, launch campaigns, monitor performance, and optimize towards your goals in one convenient place. Ads Manager gives businesses of all sizes full control over how their mobile ads look, who they’re delivered to, and what action they want Snapchatters to take when the ad is seen. These are full-screen, immersive, and engaging mobile ad experiences that inspire action from the people that matter most to your business: millennials and Gen Z. With Snapchatters’ increasing global purchasing power — $4.4 trillion and growing2 — reaching this audience is more critical than ever, and it can only be done with mobile advertising. 
Snapchat Ads enable your business to connect with Snapchatters in a way that’s conversational and feels organic to the platform. So when our 293 million daily active users3 who spend an average of 30 minutes every day on Snapchat4 come across your ad, it’s in a way that feels non-intrusive and natural to the way they experience the platform.
Now that you know what a mobile advertising platform is and how it works, let’s dive into 7 tips for running mobile ads on Snapchat.
7 Tips for Running Mobile Ads on Snapchat
1. Optimize Your Website for Mobile for a Seamless User Experience 
If you’re going to be driving people to your website from your mobile advertisements, you should ensure the user experience is as seamless as possible. After all, it’s high-performance websites that most often result in higher conversions and lower bounce rates. Optimizing things like site speed and mobile responsiveness help ensure your customers are fulfilling the actions you want them to take, like buying your product, downloading your app, signing up for a service, or more. Reducing the amount of plugins, optimizing image sizes, or even transferring your site to a more reliable host are a few ways you can improve site performance.
2. Implement the Snap Pixel to Track Conversions
The Snap Pixel is a tool that helps you measure, optimize, and build audiences for your mobile Snapchat Ad campaigns. It’s a piece of JavaScript code placed on your website that allows you to track the actions Snapchatters take across devices, so when a Snapchatter sees your ad on Snapchat and later purchases on your website, the Snap Pixel tracks that event and attributes your ad to their actions. The more conversion events like this that the Snap Pixel measures, the more Snapchat learns about the types of people who are interested in your business, and in turn, can then identify those who are likely to take similar actions. With the Snap Pixel in place, you can implement highly-targeted campaigns, analyze the actions Snapchatters take, build custom audiences, and optimize based on real-time insights.
3. Choose the Right Ad Format(s) to Achieve Your Business Goal
No single mobile ad format fits every business objective, so it’s important that you find the right ad format that works for your specific advertising goal. Whether you’re hoping to increase conversions or drive sales or app downloads, you can easily leverage Snapchat's many ad formats to deliver meaningful results. Reach Snapchatters with a series of ads to build brand awareness using Story Ads, showcase your latest collection of products and drive sales with Collection Ads, or make an instant impact to boost app installs using a Single Image or Video Ad. You can even leverage multiple products in a single campaign to get the most out of your mobile advertising on Snapchat.
4. Design Your Mobile Ad with Impact In Mind
Snapchat Ads are full-screen, immersive canvases that allow you to showcase your business or product in a way that feels native to the platform, and especially impactful when executed right. Designing these mobile ads is a fun way to flex your creative muscles, but ensuring they’re effective in relaying the right message is also critical to the success of your campaign. Be sure to display your products front and center in your creative, and include a clear call to action that drives people directly to the desired landing page -- whether it’s a specific page on your website to make a purchase or to the app store to download your app. Also, ensure messaging and imagery are both timely and relevant to the season, and create a sense of urgency and excitement when you can. Keeping creative best practices like these in mind will help ensure your mobile ads on Snapchat better connect with Snapchatters and provide a greater return on investment. 
5. Define and Broaden Your Targeting for Optimal Reach
Once you’ve been running mobile ads on Snapchat for a few weeks, a quick and effective way to increase engagement with your ads is to broaden your targeting. Within these existing ad sets and campaigns, you’re able to expand targeting by Snapchatters’ demographics, geographic locations, and real-world interests and behaviors to grow your reach and get more impressions. You can even optimize your campaigns with advanced audience targeting options. Learn more about targeting your mobile ads on Snapchat here.
6. Optimize your Campaigns with Goal-Based-Bidding
When you run a mobile ad campaign on Snapchat, you can optimize it using Goal-Based Bidding techniques. Goal-Based Bidding allows you to optimize your advertisements toward a specific action that a Snapchatter is most likely to take. This could be anything from swiping up and installing your app to completing a purchase on your website or watching a video. Depending on your campaign objective — awareness, engagement, lead gen, driving users to your website, and more — Ads Manager on Snapchat can help deliver through a number of bid types.
7. Make Data-Driven Decisions and Innovate Over Time
One of the most important aspects of running successful mobile ads on Snapchat is measuring your campaign success and, based on that, having both the flexibility to pivot and make adjustments when necessary and the willingness to innovate and adapt to the ever-evolving landscape of mobile advertising. Analyzing your campaigns is critical to ensuring you’re making data-driven decisions that enhance your mobile ads over time and help optimize toward maximized return on investment. With tools like Snap Pixel, Split Testing, and Audience Insights in your toolkit, you’ll be well-equipped to get the most out of your Snapchat campaigns and continue to optimize toward your business goals.
Mobile advertising is a key ingredient in any marketing strategy, and running mobile ads on Snapchat gives businesses of all sizes and types the unique opportunity to reach a large and engaged audience of influential mobile consumers. If your business is not already signed up, head to Ads Manager to get started and create your first Snapchat Ad today, and be sure to keep these 7 tips in mind when building your mobile ad campaigns.

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1eMarketer, “Retail MCommerce Sales Worldwide,” December 2020.
22021 Global Cassandra Study commissioned by Snap Inc. | Base: Those with a monthly income N=12,710 respondents. Cumulative total of average by market. Spending power for the Snapchat Generation was calculated as follows: We obtained the average monthly income for each respondent. The sum of any expenses related to rent or mortgage, debt, insurance, medical expenses/healthcare, spending money given to others, and utilities was subtracted from this average monthly income. We then multiplied each respondent’s average monthly discretionary spending by 12 to obtain their average yearly discretionary spending and averaged these results within each country across the Snapchat Generation.
3Snap Inc. internal data Q2 2021. See Snap Inc. public filings with the SEC.
4Snap Inc. internal data Q1 2020. See Snap Inc. public filings with the SEC.