Best practices

Marketing Strategy: Best practices for Snapchat Ads

Discover the most effective marketing strategies for Snapchat Ads with our comprehensive guide.

Snapchat is no longer just a platform for sending funny selfies. It has become an essential advertising channel for businesses, providing an opportunity to reach millions of active users daily. With a user base that primarily consists of young adults and teenagers, Snapchat offers a unique way to target this demographic and drive traffic to your business. In this article, we'll explore the best practices for creating an effective Snapchat ad campaign that generates real results.

Understanding Snapchat Ads

Snapchat is a social media platform that allows users to share images and videos that disappear after a short period. The platform has evolved to become a powerful marketing tool for businesses looking to connect with younger audiences. Brands can create various types of ads that appear in users' feeds in between their friends' stories. These ads can be in the form of images, videos, and even sponsored lenses or filters. Unlike traditional ads that display on users' feeds, Snapchat ads are more immersive, interactive, and fun, capturing users' attention and engagement in a unique way.

The Importance of Snapchat Advertising

Marketers worldwide recognize Snapchat as a platform for targeting Gen Z and millennial audiences. If you're looking to connect with these groups, then Snapchat Advertising is a powerful tool to leverage. With over 238 million daily active users, Snapchat provides access to a vast audience base that you can drive to your website or offline store. Advertising on Snapchat also allows brands to boost brand awareness and create engaging ads that convert to sales.

One of the unique features of Snapchat advertising is that it allows brands to create ads that are in line with the platform's fun and playful nature. Brands can create ads that resonate with their target audience and encourage them to engage with the brand in a fun and interactive way.

Another benefit of advertising on Snapchat is that it allows brands to reach users in a more personal way. With Snapchat, users share intimate moments of their lives with their friends and family. As a result, users are more likely to engage with ads that feel personal and authentic.

Types of Snapchat Ads

Snapchat offers a variety of ad formats to choose from, depending on your business goals and audience. Some of the popular ad formats include:

  1. Snap ads: A full-screen ad that appears in between users' stories. Snap ads can include an interactive element, such as a swipe-up feature that takes users to a website or app.
  2. Story Ads: A collection of images or videos that appear in users' stories and can be skipped. Story ads are a great way to tell a brand's story and engage users in a more immersive way.
  3. Filter Ads: Allows users to add lenses, filters, and other special effects to their snaps. Filter ads can be a fun and creative way to promote a brand and encourage user-generated content.

Targeting Options on Snapchat

Targeting your Snapchat ads is critical to success on the platform. Snapchat allows targeting based on factors such as:

  • Demographics: Age, gender, location, language, and device type. Demographic targeting can help brands reach users who are most likely to be interested in their products or services.
  • Lifestyle and Interests: Target users based on their entertainment and shopping preferences and habits. Lifestyle and interest targeting can help brands reach users who are most likely to engage with their ads.
  • Lookalike Audience: Allows brands to target users who have similar interests and behaviors to existing subscribers. Lookalike targeting can help brands expand their reach and connect with new users who are likely to be interested in their products or services.

In conclusion, Snapchat advertising is a powerful tool for businesses looking to connect with younger audiences. With its unique ad formats, targeting options, and engaged user base, Snapchat can help brands boost brand awareness, drive website traffic, and increase sales. By creating ads that are fun, interactive, and personal, brands can connect with users in a meaningful way and build long-term relationships with their target audience.

Setting Clear Goals for Your Snapchat Ad Campaign

Before publishing your first Snapchat Ad, you need to have a clear understanding of your campaign goals, which can be:

  • Brand Awareness
  • Lead Generation
  • Sales and Conversions

Each of these goals requires a different approach to your ad campaign. Let's explore each of these goals in more detail:

Brand Awareness

Brand awareness is all about getting your brand in front of as many people as possible. To achieve this goal, focus on visually appealing ads that are short and to the point. Make your ads fun, entertaining, and relatable to target audiences, and use engaging hooks to capture and maintain attention. Consider partnering with influencers or celebrities to increase the reach of your ads and build credibility with your target audience.

For example, if you're a fashion brand targeting millennials, consider partnering with a popular fashion blogger or influencer to showcase your products in their Snapchat story. This will not only increase your brand's exposure but also help you tap into a new audience that may not have been aware of your brand before.

Lead Generation

If you're looking to generate leads, consider creating gated content or incentivizing users with special offers. Direct Snapchat users to a landing page that captures their information or encourages them to engage further with your brand. Don't forget to include a clear call-to-action in your ads.

For example, if you're a fitness brand looking to generate leads, consider offering a free workout guide or meal plan in exchange for users' email addresses. This will not only help you capture leads but also provide value to your target audience.

Sales and Conversions

If you're looking to improve sales and conversions, ensure your ads contain strong messaging that resonates with your target audience. Consider showcasing product features, user testimonials, and special offers to encourage users to purchase your product.

For example, if you're a beauty brand looking to increase sales, consider showcasing before-and-after photos of customers who have used your product. This will not only showcase the effectiveness of your product but also provide social proof to potential customers.

Remember, no matter what your campaign goals are, it's important to continually track and analyze your ad performance to ensure you're getting the most out of your ad spend. By setting clear goals and regularly evaluating your ad performance, you can ensure that your Snapchat ad campaign is a success.

Designing Engaging Snapchat Ads

The success of your Snapchat Ad campaign depends on how well you create and design your ads. Here are some best practices that can help:

Ad Formats and Best Practices

When designing your Snapchat ads, it's important to ensure that they follow the correct ad format and that the components are visually appealing and on-brand. This means that you should use high-quality images or videos that are relevant to your target audience. You should also use catchy headlines and ad copy to spark user engagement, and avoid cluttered ads with too much information. Keep it simple and straightforward, and ensure your messaging fits your campaign goals.

One way to make your ads stand out is to use vertical video. Since Snapchat is a mobile-first platform, vertical video takes up the entire screen, making it more immersive and engaging for users. You can also use interactive elements like swipe-up links to drive traffic to your website or app.

Creative Tips for Snapchat Ads

To make your ads more engaging, you can use creative elements like emojis, GIFs, and humor while keeping your message consistent with your brand. Use bright colors if necessary, capture the users' attention from the get-go, and make sure that your ad is aligned with your brand voice and persona.

Another way to make your ads more creative is to use user-generated content. You can encourage your followers to create snaps featuring your product or service and then feature those snaps in your ads. This not only makes your ads more authentic, but it also encourages user engagement and loyalty.

Using Snapchat's Creative Tools

Snapchat has various creative tools that you can leverage to create powerful ads. For example, you can create Snapchat lenses or filters to push brand awareness and encourage user-generated content. These lenses and filters are fun and interactive, and users love to share them with their friends, which can increase your reach and engagement.

You can also use the ads manager to optimize ad spend, track ad analytics, and enhance the overall performance of your Snapchat ad campaign. The ads manager allows you to see how your ads are performing in real-time, so you can make adjustments as needed to improve your ROI.

In conclusion, designing engaging Snapchat ads requires a combination of creativity, strategy, and data analysis. By following these best practices and leveraging Snapchat's creative tools, you can create ads that capture the attention of your target audience and drive results for your business.

Optimizing Your Snapchat Ad Budget

Creating a budget for your Snapchat Ad campaign is essential to its success. However, determining the right budget and maximizing your return on investment can be a challenging task. Here are some tips to help you optimize your ad budget:

Determining Your Budget

When determining your budget, consider your ad campaign goals, target audience size, campaign length, and other factors. It is recommended to start small and increase your budget as your campaign progresses. This approach will allow you to test different ad formats, targeting options, and bidding strategies before committing to a larger budget.

Another factor to consider when determining your budget is the competition. If you are targeting a highly competitive audience, you may need to increase your budget to ensure your ads are seen by your target audience.

Bidding Strategies

Snapchat uses an auction to determine the price of ad inventory, and brands bid based on their ad's relevance to the target audience. To optimize your bidding strategy, start by setting a bid that is lower than your maximum budget. This approach will allow you to test different ad formats and targeting options while minimizing your ad spend.

As your campaign progresses, monitor the performance of your ads and adjust your bids accordingly. If your ads are performing well, consider increasing your bids to ensure your ads are seen by your target audience. On the other hand, if your ads are not performing well, consider lowering your bids or adjusting your targeting options.

Maximizing ROI

Optimizing your ad campaign regularly is essential to maximizing your return on investment. Regular monitoring and optimization will result in reduced ad spend, increased click-through rates, and higher ROI.

One way to maximize your ROI is to track your CPM (cost per impression), CPC (cost per click), and ROI (return on investment). By tracking these metrics, you can identify which ad formats, targeting options, and bidding strategies are performing well and adjust your campaign accordingly.

Another way to maximize your ROI is to test different ad formats and targeting options. By testing different options, you can identify which options are most effective for your target audience and adjust your campaign accordingly.

By following these tips, you can optimize your Snapchat Ad budget and maximize your return on investment.


Snapchat Ads are an excellent tool for businesses looking to engage with a millennial and Gen Z audience. By understanding the various ad formats, targeting options, and creative tools, you can create an effective ad campaign that resonates with your target audience. Setting clear goals, designing engaging ads, and optimizing your ad budget will help businesses maximize their advertising spend and generate real results. Follow these best practices to make your Snapchat Ad campaign a success.