Snapchat Advertising: How To Run Effective Snapchat Ads

By Mike Reiss- Oct 17, 2022 94

Snapchat ads. Are they worth it? Here's the thing: those who like this platform, really like it. According to a Pew Research survey of American Snapchat users, 46% visited the site more than once a day. This puts the site behind 42% Instagram and 51% Facebook. Snapchat is especially popular with 18-24-year-olds. 

Still on the fence? Global use is projected to increase by 20% by 2021. 

Some other impressive numbers: 

      An average of 210 million people worldwide use Snapchat every day.

      These users spend an average of half an hour a day on the site.

      These users create 3.5 billion snaps every day.

Now that you've highlighted why ads on Snapchat are worth your time and effort, this section will clearly explain how to create ads that will engage unique viewers of the platform.


Six different types of Snapchat ads

Before you start your advertising journey, you need to know the different paths you can take. In the case of Snapchat, there are six different types of ads.


Snap ads

Snap ads can take many forms: videos, photos, GIFs, etc. Whatever the format, the ads appear on full screen, in a variety of Snapchat content. They allow callers to take immediate action, similar as installing an app or clicking on a specific URL. 

 Although Snap advertisements can last up to three twinkles, they're most effective when they're three to five seconds long. 

The screenshot comes from a nine-second ad for mobile game company Nanobit. In this case, you will see the whole thing on the Snapchat website, which boasts 50% lower CPI than other platforms.



In the Snapchat universe, the term “filter” doesn’t apply to the various tweaks and overlays we put on our faces so that we have huge anime eyes to watch it or we wear a special irrational hat. These are the "lenses" that we will explain below. Instead, filters contain stylized text and images and target specific demographics. The following filter was created by Quaker Oats, aimed at female and young college students, fitness enthusiasts, aspirants, and working mothers. 

Snapchat also offers filters, which are targeted at geographic areas rather than specific populations. Custom filters are popular in cities, universities, and other public places that can create free community geo-filters (as long as there is no brand logo). 

Businesses are able to create their own geo-filters like 5. (However, the larger the area and the longer the ad lasts, the higher the cost.) 

A two-day geo-filter costs $ 13 for an area around a specific office building. Increasing the radius of an entire block increases the price by about $ 45. If you want to grow up instead of going home, you can target 70 blocks. (Or about five million square feet) for 3,000.

Geofilter is suitable for location-specific activities such as theme parks and hotels.


Contact lenses

When you think of Snapchat, you probably think of a puppy ear and/or flower crown selfie. These are slow! 

In the case of advertising, they can turn you into a giant taco, like from Taco Bell. If you see this in your feed, don't forget it even if you try a lot. 

Also to "lenses for the face" like above, Snapchat offers "lenses for the world", which use the front-facing camera to show which objects are in your physical space. So you can imagine, let’s say, what it would be like to have a burger on a plate in front of you! Made from pictures of a real burger, this bear burger lens allows potential customers to visualize their food from all angles.


Story announcements

Story ads are a collection of quick snap ads that you know, for those times when it takes you more than three or five seconds to say what you want to say! 

Story ads appear in the Discover feed with a cover photo and title to appeal to you.


Product announcements

Do you want to highlight your products and services? Upload your catalog or list of services and create shopping ads (also known as product ads). 

Below is an example of what you will see as an advertiser when creating these ads. They can click on the item that looks most interesting and buy it immediately!


Commercial break

Snapchat ads, available only in certain countries, are just what they seem. The clock lasts six seconds and cannot be skipped.


Dynamic ads

A very recent offering (launched in mid-October 2019), Dynamic Ads brings automated personalization to Snapchat advertising. Remarketing lets you send ads to previous visitors to your website or mobile app, but Dynamic Remarketing lets you specifically target people who have visited the product's online catalog pages on your site. Clients like Swarovski and Ivory Ella have found favorable results in their dynamic advertising during the holiday season.


How to advertise on Snapchat

      Go to Snap Ads Manager

      Learn the type of ad you want to perform

      Choose the goal of the ad you want to achieve

      Copy and paste the URL where you hope to drive traffic. (Importing photos will save you from having to upload them yourself.)

      Choose a title and call to action

      Choose your demographic based on gender, age, location, and, if desired, lifestyle.


How much does it cost to advertise on Snapchat?

Snapchat chat costs are a kind of "how long does a piece of string last" question. To give you an idea of the different levels of investment, Snapchat's estimated daily average scroll rate here is 20 per day, $ 200 per day, and  $2,000 per day targeting the above population for a week's campaign.


Snapchat Ads Best Practices

As with any type of advertising campaign, it's important to know the best practices before you start creating your own ads, especially if you want to maximize your budget.


Know your audience

As mentioned at the beginning of the article, Snapchat is especially popular with the 18- to 24-year-old population. So the platform is best for viewers under the age of 25. Make sure you build your audience based on your Snapchat subscriber list or similar Snapchat subscribers.


Define your business goals

Don't run Snapchat ads just to run Snapchat ads. Make sure you know what you want to achieve in your campaign Otherwise, you have no way to develop a strategy and test whether it succeeds. So make sure you want to increase your video views, re-engage your app users, and increase traffic to your website.


Test the progress and optimize the strategy

Snapchat will automatically optimize your ads for the goals you choose during setup. Try A / B testing as your campaign progresses and keep track of which visuals are performing well and which hours your visitors are getting the most. Use this information to advance your strategy.


Measure the campaign results

Snapchat ads have several powerful analytics reports. From the delivery metrics to the cost metrics to the conversion metrics and everything in between, you can find out if your Snapchat ads have delivered the desired results. Also, you will get tips on how to do better next time. Make sure that you know properly how to use Snapchat Analytics for your business before you start your ads campaign.


Still not ready to commit your Snapchat ad budget? See our posts for basic and advanced Influencer marketing strategies. You will really love and have it for your business development.