Snapchat have made significant changes to the ad objectives in Ads Manager to improve the advertising experience. Previously, businesses had to navigate through 12 different options to set their objectives — but now, they have streamlined the process by reducing the options to just 5 strong, goal-oriented objectives:
- Awareness & Engagement – This objective is all about reaching Snapchatters and sparking their interest. Whether you want to boost brand awareness, increase video views, drive ad engagement, or promote a new store location, this objective has you covered. The available ad formats include single image or video ads, story ads, collection ads, commercials, and AR ads.
- Traffic – Need to direct Snapchatters to a specific website or app? This objective is designed to get them there. It’s perfect for driving clicks to your website or app and increasing landing page views. The ad formats available under this objective include single image or video ads, story ads, collection ads, and AR.
- Leads – Sometimes you need to gather contact details from Snapchatters interested in your business. This objective is the way to go. It’s ideal for capturing leads and driving clicks to lead forms or websites, all while offering ad formats like single image or video ads, collection ads, and story ads.
- App Promotion – If you want to encourage Snapchatters to install your app and take further actions within it, this objective is your go-to. It’s great for increasing app installs and reengaging your customers, and you can utilize ad formats such as single image or video ads, story ads, collection ads, and AR ads.
- Sales – Whether you’re aiming for catalog sales, website conversions, or app re-engagement (conversions), this objective has the formats you need — single image or video ads, story ads, collection ads, and AR ads.
This change aims to simplify the process for advertisers and serve as a guide to create more effective ad campaigns.
Snapchat will roll out the new objectives from July–September, and say that they are excited to hear how these changes have made it easier to align your advertising goals with the right objective.
Campaigns using old objectives won’t get blocked. You can keep using them until they are phased out (around mid-September), and then these campaigns will automatically switch to the new objectives.
