How can I try out Snapchat?
It is recommended to use these experiment setup conditions:
Duration: 3-4 weeks
Budget recommendation: minimum of $100 per Ad Set
Product Sets: maximum of 100-200 products per product set
Guidance: ROIH team and Snapchat Account Manager
IMPORTANT: Each individual test is part of a broader strategy to enhance Snapchat's role in your marketing mix. To ensure that experiment results contribute to scaling your Dynamic Product Ads and driving long term growth, ROIH is prepared to help you uncover actionable insights that lead to maximizing your KPIs and overall business success on Snapchat.
Tutorial
This guide explains how you can proceed when applying ROIH optimizations to your Snapchat dynamic product ads. There are multiple steps in both ROIH and Snapchat Ads Manager:
A) In ROIH, create your Product Sets
B) In Snapchat Ads Manager, create your Ads
C) In ROIH, use TEDI to apply Templates to your Ads
Step #0: Sorting data quality (if applicable)
Confirm the data health of your segments, in order to avoid any potentially bad data tracking.
Step #1: Connect your Snapchat assets in ROIH
To connect your Snapchat assets, browse to Settings > Markets and Assets > select a market > Advertising Assets tab (in the same way that you'd connect Meta assets):
Step #2: Set up your Product Segments
Product Insights can be used for Snapchat in the same way you'd use it for Meta and Google to define your product segments
The best practice for Snapchat is to promote only 100-200 products per product set
It is recommended to test pushing category-specific product strategies such as Bestsellers, New Arrivals, Trending Products, or Sale items, or any other PPM strategy that fits your business goals
For any questions regarding help with defining the most suitable product segments, please contact your ROIH CSM.
Step #3: Create your Product Set
In ROIH, browse to Snapchat > Product Sets menu
Here you can create new Product Sets or edit existing Product Sets
It is highly recommended to enrich your Product Sets with ROIH segments to get the most value out of ROIH
Step #4: Prepare your templates
In ROIH, browse to Snapchat > Creatives menu > Template Management tab
Here you can create new Templates or edit existing Templates
It is recommended to tailor each Template to a specific product segment to have the most relevant creatives
At this step in your setup, you will move from ROIH to the Snapchat Ads Manager.
Step #5: Launch the experiment in Snapchat
ROIH does not currently support Snapchat campaign creation and management
After creating your Product Sets in ROIH, they will be visible in the Snapchat Ads Manager
Use a similar setup you would for any prospecting campaign, and follow the agreed test structure to launch the experiment
If you are unfamiliar with the setup process in Snapchat, please contact your ROIH CSM for assistance.
For more information on creating dynamic ads in Snapchat, read here: Dynamic Ads on Snapchat: How to Set Up Dynamic Ads
IMPORTANT: The above tutorial does not include steps with ROIH:
Remember to create the Product Set in ROIH, then simply plug it into Snapchat
The Ad will be launched from Snapchat, but be sure to enrich the creative by applying the template in ROIH to get the most value
Step #X: UTM tracking setup tips for Snapchat ads
Step #X: UTM tracking setup tips for Snapchat ads
When creating an Ad, scroll down to the URL parameter section and click on Add parameters
Available URL macro parameters:
{{campaign.name}}
{{adSet.name}}
{{campaign.id}}
{{adSet.id}}
{{ad.id}}
{{site_source_name}}
Example for Google Analytics:
utm_source={{site_source_name}}&utm_campaign={{campaign.name}}&utm_content={{ad.id}}&utm_id={{ad.id}}
Set up the URL parameters in the same way you've set up your other channels, so you are able to evaluate your ads with your analytical source of truth
TIP: Set
utm_source = {{site_source_name}}to see traffic from Snapchat andutm_campaign={{campaign.name}}or{{ad.name}}to see traffic from each ad
Include
utm_id = {{ad.id}}so ROIH can calculate Product ROAS of each product from Snapchat
Snapchat Help Articles:
At this step in your setup, you will move from the Snapchat Ads Manager to ROIH.
Step #6: Apply templates to the test campaigns
ROIH does not currently support Snapchat campaign creation and management
After creating your test campaign, browse to Snapchat > Creatives > Ad Creative Management tab to see all your ads in ROIH
Apply the ROIH Templates to all your relevant ads by clicking the "Add template" button on the right side
Step #Z: Post-launch tips and evaluation
For best results, the experiment should run unchanged for the agreed test period of 3-4 weeks
Please consult your ROIH CSM before making any changes to active experiments (such as budget changes or optimization)
ROIH is actively available for assistance with evaluating the results of the experiment