Coaching Session 16 – Analyzing, Managing & Scaling Snapchat Ads

Timestamps

00:40 Data Reading & Reporting

02:01 Creating Custom & Lookalike Audiences

03:12 Retargeting Ads

09:19 Tips & Strategies: Snapchat Ads that work

 

Lesson Notes

  • Data Reading & Reporting
  • Creating Custom & Lookalike Audiences
  • Retargeting Ads
  • Tips & Strategies: Snapchat Ads that “Might” Work

 

Data Reading & Reporting

  • With these data, you can make more informed decisions when building your campaigns and ultimately improve your results.
    • CALCULATE ROI. The only reason you’re paying for Facebook ads is because you hope to accomplish some sort of return on investment (ROI) from them. ROI matters over everything. In Snapchat Ads analytics, this is referred to as “Return on Ad Spend” (ROAS).
    • BREAK IT DOWN. When analyzing the performance of your campaigns, make sure you’re comparing campaigns that have the same goal (or “objective”, as Facebook calls it). You need to control variables.

 

Metrics to Track

  • Results
  • Cost per Result
  • Result Rate (Conversion Rate)
  • Spend
  • ROAS (Return on Ad Spend)
  • Impressions
  • CPM (Cost Per 1000 Impressions)
  • Frequency
  • Clicks (Link)
  • CTR (Link Click-Through Rate)
  • Post Engagement

 

Reporting Notes

  • Ads Reporting allows you to create, customize, export, share and schedule reports on your ad performance based on a set of parameters that you choose.
  • In Ads Reporting, you can get the information you need to manage your campaigns and create recurring emailed reports.
  • Focus on relevant metrics that your client will understand.

 

Creating Custom & Lookalike Audiences

  • A custom audience is built with you existing prospects. A subset of your current database got from Snapchat.
  • Lookalike audiences let you explore and reach entirely new people who haven’t heard of your business ever before, but at the same time, they are very similar to your buyer personas and your current customer base.

 

Retargeting Ads

  • Retargeting shows your ads to people who already know about you.
  • Works like this: someone interacts with your brand online, that person doesn’t convert immediately and then goes back to surfing cyberspace. Later on, that same individual logs onto Facebook and sees an ad promoting one of your products or services.
  • Recommended objective: Whatever you end goal is. If in doubt, use Reach

 

Tips & Strategies: Snapchat Ads that work

  • Clear Call-to-Action with the main benefit emphasized
  • Retargeting ad
    • Prior ad might be about foods with AR filters

 

Portfolios

  1. Customized Columns in Ads Manager
  2. 3 Custom Audiences
  3. 3 Lookalike Audiences
  4. 1 Retargeting Ad

 

Email Subject: IA – Portfolio 16

 

PORTFOLIO SUBMISSION GUIDES:

1. Video-On-Demand (VOD) Access
Submit your portfolios to courses@surgedigital.agency.
You can submit individually per coaching session or submit all required portfolios as one, in one email (attach your Google Drive).

2. VOD with Class Coaching
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

3. VOD with Mentoring
Send your portfolios to courses@surgedigital.agency.
Please submit individually per coaching session.

4. Premium Members
Submit your portfolios to courses@surgedigital.agency.
Please submit all required portfolios as one, in one email (attach your Google Drive).

 

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