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. 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.
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, its high-performance websites that most often result in higher conversions and lower bounce rates.
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.
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.
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.
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.
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