Snapchat has recently unveiled a series of updates to its ad tools and creative options, reflecting its commitment to helping advertisers reach a broader audience and create more impactful ads. These updates are part of Snapchat’s ongoing effort to optimize ad performance, particularly for small and medium-sized businesses (SMBs), which have seen a significant increase in ad spending on the platform.
Snapchat Rolls Out New Ad Tools and Creative Options
Improved Lead Gen Ads with Advanced Optimization
One of the key updates is the enhancement of Lead Gen Ads. Snapchat has introduced advanced lead optimization features, which have resulted in a 69% decrease in cost-per-lead and a 62% increase in Lead form submission rates. Additionally, Snapchat has integrated Zapier into its platform, allowing for automated CRM reporting. This integration streamlines the process of managing leads, making it easier for businesses to track and convert them.
Enhanced App Ads and New Bidding Capabilities
Snapchat has also upgraded its app ads with new bidding capabilities and improved optimization features. These updates are designed to support app installs, app purchases, and app re-engagement campaigns. The new ‘Value Optimization’ feature allows marketers to bid based on the total value of purchases made through their ads. Early test results have shown promising outcomes, particularly for mobile gaming and eCommerce advertisers. For instance, Lancôme, a beauty brand from L’Oréal, saw a 38% increase in average purchase cart size and a 4.4x increase in Return on Ad Spend (ROAS) using this feature.
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Snapchat: Advanced AR Ad Options and Global Rollout
Snapchat continues to lead in augmented reality (AR) advertising with the introduction of ‘First Lens Unlimited.’ This feature guarantees that a promoted Lens occupies the top spot in the Lens Carousel, leading to a 25% to 45% increase in incremental impressions for advertising partners. This option is now available to all ad partners globally.
Additionally, Snapchat is launching a new ‘State Targeted First Story’ feature, which allows U.S. advertisers to target their ‘First Story’ takeover campaigns to specific states. This targeted approach is expected to increase the relevance and effectiveness of ads.
AR Extensions and Generative AI-Powered Ad Tools
Another exciting development is the launch of AR Extensions for businesses. These extensions enable brands to leverage AR promotions in other areas of the app, with a global rollout planned for September. Snapchat is also advancing its generative AI-powered ad tools, including AI Lenses. For example, its ML Scribble World Lens achieved over one billion views in Q2. The platform is further developing features to make it easier for ad partners to create AI-powered Lenses, potentially democratizing AR creation.
Conclusion
Snapchat’s latest updates demonstrate its dedication to evolving its ad tools and creative options. With advanced Lead Gen Ads, improved app ad optimization, and cutting-edge AR features, Snapchat is empowering advertisers to reach broader audiences and achieve better results. As the platform continues to innovate, it offers more opportunities for businesses to connect with its highly engaged, younger audience.
These enhancements position Snapchat as a powerful tool for advertisers looking to maximize their impact and ROI in an increasingly competitive digital landscape.
