Sales And Marketing Skills

Advanced Snapchat Marketing Guide




Let’s look at a specific example for designing a Snapchat ad and creating a filter, followed by a guide on setting up metrics to track your campaigns effectively.

1. Specific Example for Designing a Snapchat Ad

Scenario: Promoting a Clothing Store’s Seasonal Sale

Objective: Drive traffic to your website during a Winter Clearance Sale.

Step 1: Craft Your Ad Visuals

Ad Format: Single Image Ad

  1. Image:
  2. Use a high-quality photo of a model wearing a winter jacket.

  3. Add bold, easy-to-read text:

    • "?? Winter Clearance Sale!"
    • "Up to 50% Off + Free Shipping."

  4. Design Tips:

  5. Highlight the key benefit (discount + free shipping).
  6. Keep text brief and focus on visuals.
  7. Use contrasting colors (e.g., blue background, white text).

Tools to Design Ads:

  • Use Canva or Adobe Express to create custom designs that fit Snapchat’s ad specs.

Step 2: Write Engaging Ad Copy

  1. Headline:

  2. "Shop Winter Favorites Now!"

  3. Body Text:

  4. "Hurry! Sale ends Sunday. Tap to grab your deals before it’s gone!"

  5. CTA Button:

  6. Use “Swipe Up” with a button that says "Shop Now."

Step 3: Launch the Ad Campaign

  1. Objective:

  2. Select Conversions as the objective in Snapchat Ads Manager.

  3. Audience Targeting:

  4. Location: Target major cities with cold climates.
  5. Demographics: Age 18-35, both genders.

  6. Interests: Shopping, Fashion, or Seasonal Sales.

  7. Budget:

  8. Set a daily budget of $50 for 7 days ($350 total).

  9. Schedule:

  10. Run the ad from Monday to Sunday for a full week of exposure.

Step 4: Monitor Performance Metrics

Use Snapchat Ads Manager to track:
- Swipe-Ups: Number of users who clicked the ad.
- Conversions: Number of purchases or actions taken on your site.
- Cost per Swipe-Up (CPSU): Measure the cost-effectiveness of the campaign.

2. Specific Example for Creating a Snapchat Filter

Scenario: Custom Filter for a Fitness Event

Objective: Increase brand visibility during a local Fitness Bootcamp.

Step 1: Design the Filter

  1. Use Snapchat’s Online Filter Tool:
  2. Go to https://create.snapchat.com.

  3. Choose Filters Design.

  4. Filter Design Example:

  5. Visuals:

    • Add a graphic of a dumbbell or running shoe.
    • Include event branding: "Fitness Bootcamp 2025."

  6. Colors:

    • Use bright, energetic colors like neon green and black.

  7. Text:

    • Use bold, minimal fonts to ensure clarity:
    • “#BootcampChallenge.”

  8. Export Dimensions:

  9. Ensure your filter is 1080x1920 pixels with a transparent background (PNG format).

Step 2: Set the Geofence and Time

  1. Location:
  2. Select the venue where the bootcamp will occur (minimum area: 20,000 sq. ft.).
  3. Duration:
  4. Example: Saturday, 9 AM - 3 PM.

Step 3: Submit and Pay

  1. Pricing Example:

  2. A small geofence for 6 hours might cost around $10-$20.

  3. Review and Approve:

  4. Submit the filter and ensure compliance with Snapchat’s guidelines.

Step 4: Promote the Filter

  1. Announce the Filter:
  2. Post on Stories: “Use our exclusive #BootcampChallenge filter at today’s event!”
  3. Encourage Sharing:
  4. Incentivize participants to post Snaps using the filter for a chance to win a prize.

3. Setting Up Metrics to Track Your Campaigns

Tracking metrics ensures you understand the success of your Snapchat ads and filters. Here’s how to do it effectively:

3.1 Key Metrics to Track

  1. For Ads:
  2. Swipe-Up Rate: Percentage of users who swipe up on your ad.
  3. Impressions: Total times your ad was seen.
  4. Reach: Number of unique users who saw your ad.
  5. Conversions: Actions taken after a swipe-up (e.g., purchases, sign-ups).

  6. Cost per Conversion: Ad spend divided by the number of conversions.

  7. For Filters:

  8. Uses: Number of times your filter was applied to Snaps.
  9. Views: Total number of times Snaps with your filter were viewed.

3.2 Using Snapchat Ads Manager

  1. Access Insights:

  2. Go to Snapchat Ads Manager Campaigns Performance.

  3. View Reports:

  4. Performance Breakdown: Filter by audience segments (age, location, device).

  5. Engagement Analysis: Track swipe-ups, impressions, and ROI for each ad.

  6. Set Conversion Goals:

  7. Use Pixel Tracking to measure actions on your website.
  8. Example: Install Snapchat Pixel to track product purchases from ad traffic.

3.3 Tips for Optimizing Metrics

  1. Test Different Creatives:

  2. Run A/B tests with different visuals, text, and CTAs to see what works best.

  3. Retarget Interested Users:

  4. Use custom audiences to re-engage users who swiped up but didn’t convert.

  5. Focus on High-Performing Ads:

  6. Scale budgets for ads with the lowest cost-per-conversion.

Example Workflow for Metrics Tracking

Goal: Optimize a Snapchat ad for an e-commerce store.

  1. Set a Benchmark:

  2. Goal: Achieve a Swipe-Up Rate of 1.5% and a Cost Per Conversion under $10.

  3. Run A/B Tests:

  4. Test Ad 1: Bold text and static image.

  5. Test Ad 2: Dynamic video with trending music.

  6. Monitor Metrics:

  7. After 3 days, check Ads Manager:

    • Ad 1: Swipe-Up Rate 1.2%, CPSU $15.
    • Ad 2: Swipe-Up Rate 2%, CPSU $8.

  8. Reallocate Budget:

  9. Increase spending on Ad 2 to maximize conversions.
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