Snapchat’s updated its Ads Manager platform to simplify the campaign creation process, most notably reducing the steps required to set your campaign objectives.
As you can see in this image, Snap’s reduced the amount of available objectives from eleven options to five, by merging similar targeting options to streamline the process.
For context, here’s what Snap’s current objective screen looks like:
So up till now, Snap’s categorized its objectives under “Awareness,” “Consideration” and “Conversions”, with a range of subtopics in each of these categories. But now, you’ll have fewer options to choose from, covering all of these previous elements.
Snap advertisers will now be able to choose from these objectives.
- Awareness and Engagement – Incorporating the “Awareness,” “Engagement,” “Video Views” and “Promote Places” objectives
- Traffic – Incorporating “Drive Traffic to Website” and “Drive Traffic to App”
- Leads – Incorporating “Lead Generation”
- App Promotion – Incorporating “App Installs” and “App Conversions”
- Sales – Incorporating “Catalog Sales” and “Website Conversions”
There’s some crossover between these, but in essence, this is how the broader set of objectives are now broken down within this revised, smaller listing. Which makes a lot of sense. Now, rather than having to scan through and determine the right selection, Snap’s making it as easy as possible to select your main aim, with the set-up process then aligned to that top-level target.
Snap’s also added an overview of each objective, as well as the top ad types for each, in the summary to the right of the list.
Snap’s been working to improve its ad offerings, as it looks to bring in more revenue, especially from SMBs.
Which has been working. In its Q1 ’24 performance update, Snapchat reported that the number of SMB advertisers in the app increased by 85% year-over-year, which it attributed to its simplified ad creation process.
This is another step along that path, making it as easy as possible for brands to launch ad campaigns in the app.
Snapchat says that the new ad objectives will be rolled out to all advertisers over the next few months. Snap also notes that campaigns using its old objectives will continue to operate as normal till the new elements are phased in, then these campaigns will automatically switch to the new objectives.
