Snapchat ads are targeted, leveraging user information and behavior patterns to tailor content specifically to individual users.
This article will explore this topic further, illuminating the methods, types, and effectiveness of Snapchat’s targeted ad strategies.
Snapchat’s Approach to Ad Targeting
The first thing to understand is that Snapchat has developed a sophisticated approach to ad targeting.
This means that it doesn’t simply show ads randomly; instead, it tailors them based on various factors about its users.
The objective is to connect businesses with the users that are most likely to engage with their products or services.
Types of Snapchat Ad Targeting
There are several types of Snapchat ad targeting. Here are some of them:
- Location, Demographics, and Interests: Snapchat allows businesses to target users based on their geographical location, age, gender, language, and device type. Businesses can also target users based on their shopping behavior and lifestyle.
- Snap Audience Match: Businesses can reach out to users who have previously interacted with their brand using identifiers such as phone numbers, emails, or device identifiers.
- Lookalike Audiences: This tool identifies Snapchat users who share similar traits with a business’s existing customer base on the platform.
- App Customer Audience: These are actively updated audiences generated from app data. This option is particularly useful for retargeting users who have already installed a business app.
- Pixel Custom Audiences: This tool enables businesses to target users who have visited their website or searched for their products online.
- Ad Engagement Audiences: This tool targets users who have interacted with a business’s ads on Snapchat.
- Third-Party Custom Audiences: This enables businesses to leverage a broad data mart to develop an audience segment for a specific campaign, object, product, or service.
Retargeting on Snapchat
Snapchat also offers a range of retargeting options.
Retargeting allows businesses to reach users who have already shown an interest in their brand, product, or service, and seek to re-engage them.
This could be users who have been on the business’s website, installed the business’s app, interacted with their ads, or subscribed or shown interest in the past.
The Role of Snap Pixel in Ad Targeting
Snap Pixel plays a critical role in Snapchat’s ad targeting strategy.
It is a piece of code that lives on a business’s website and tracks user activity such as page views, visits to product content, or what has been added to the shopping cart.
This information helps Snapchat to optimize ad targeting.
Effectiveness of Snapchat Ads Targeting
The effectiveness of Snapchat’s ad targeting is underscored by numerous success stories.
For instance, an apparel brand used Snapchat’s dynamic ads and retargeting strategies and saw a significant increase in return on ad spend (ROAS) and an increase in the purchased ticket compared to other platforms.
While the results of targeted Snapchat ads can be impressive, it’s also important to understand the entire process before diving in.
From the creation of an ad to its eventual release on the platform, there’s a review period involved that can impact your campaign timeline.
Moreover, just like any other advertising platform, user sentiment towards ads can sometimes skew towards annoyance, depending on how the ads are designed and targeted.
Hence, taking into consideration the platform’s ad review timelines and user sentiment towards ads can be key to refining your Snapchat advertising strategy.