Setting Up Conversion Campaigns

Learn how to set up your conversion campaigns, allocate budgets, and more.

Setting Up Your Campaign

1. Build your campaign

Choose Website Conversions 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. Enable the Snap Pixel to measure the cross-device impact of campaigns.

3. Build your ad

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

Allocating Your Budget

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

Creating Ad Sets

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

Ad Set 1: Lifestyle Segments

Snap Lifestyle Categories consist of over 100+ interest categories like parenting, political news, music festivals, and more based on signals like which content Snapchatters watch on our platform. Use the Snapchatter Lifestyle Segments most relevant to your campaigns

Ad Set 2: Lookalike Audiences

Create Lookalike Audiences using your Ad Engagement Audience or your SAM Audience. Select ‘Balanced’ when creating your Lookalike Audience to reach an audience that balances resemblance and reach.

Ad Set 3: Ad Engagement Audiences

An Ad Engagement Audience reaches Snapchatters who have previously engaged with your ads.

Selecting Your Placement and Bid

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).

Creative Best Practices

We recommend using three or more short videos or static images for your creative to drive conversions.

Videos should each be 6-12 seconds in length.

Set up your conversion campaign