How to skyrocket your sales using Snapchat ads, a complete lead generation guide
                     How To 
Skyrocket 
Your Sales With 
Snapchat Ads 
Joe Whyte
Owner of Red Wagon Growth Marketing Agency
Things you will learn:
- Who is on snapchat?
- How this audience performs
- Walkthrough of Snapchats Ad Dahsboard
- Snapchat Ad best practices
- How to setup and track properly 
- Tips and Tricks to Dominate
1
Table Of Contents
Take Your Business to the Next Level with Snapchat Ads ...................................................4
Chapter 1:  A Brief History of Snapchat and the Basics of How It Works ...................4
History of Snapchat.................................................................................................................4
Who Is the Snapchat Audience? .........................................................................................5
Chapter 2: Overview of the Snapchat Platform..................................................................7
Getting Set Up and Using the Profile Screen...................................................................7
Geofilters ....................................................................................................................................8
Snaps............................................................................................................................................9
Messaging and Video Chat ...................................................................................................9
Stories ..........................................................................................................................................9
Live Stories .................................................................................................................................9
Memories....................................................................................................................................9
Discover ......................................................................................................................................9
Snapcash ..................................................................................................................................10
Settings .....................................................................................................................................10
Chapter 3: Introduction to the Snapchat Ad Manager ...................................................11
How to Create an Account..................................................................................................11
Creating Sub Accounts ........................................................................................................12
Setting Up Your Billing..........................................................................................................13
Managing Members and Access........................................................................................14
Chapter 4: Types of Ads ...........................................................................................................15
Snap Ads ...................................................................................................................................15
Story Ads...................................................................................................................................15
Geofilters ..................................................................................................................................15
Chapter 5: What Are Your Ad Objectives?..........................................................................16
Awareness ................................................................................................................................16
App Installs ..............................................................................................................................16
Drive Traffic to Website ........................................................................................................16
Drive Traffic to App................................................................................................................16
Engagement ............................................................................................................................16
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Video Views .............................................................................................................................16
Lead Generation.....................................................................................................................17
Website Conversions ............................................................................................................17
Chapter 6: Best Practices for Ad Creation ..........................................................................18
Simple Tips to Follow for Better Ads................................................................................18
Chapter 7: Targeting Options.................................................................................................19
Location Targeting ................................................................................................................19
Demographic Targeting.......................................................................................................19
Audiences Targeting .............................................................................................................19
Devices and Carriers Targeting .........................................................................................19
Custom Audiences Targeting.............................................................................................19
Chapter 8: Create an Ad on Snap Publisher......................................................................20
Chapter 9: Tips for a Snapchat Marketing Campaign ....................................................23
You Need a Plan .....................................................................................................................23
Target Content to the Right Followers............................................................................23
Create a Geofilter...................................................................................................................23
Test Your Ads...........................................................................................................................24
Connect With and Work With Influencers .....................................................................24
Short and to the Point ..........................................................................................................24
Chapter 10: Improving Your Ad Campaign .......................................................................25
What Are the Benefits?.........................................................................................................25
What Should You Be Tracking? .........................................................................................25
Tools to Consider ..................................................................................................................25
Resources:....................................................................................................................................26
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Chapter  
01
A Brief History of Snapchat 
and the Basics of How It Works
Snapchat, created in 2011, is essentially, a problem and rebranded their app as 
multimedia messaging app that has become a Snapchat. The new version of the app allowed 
social media sensation. It can be used for one- people to caption photos, not just send them. 
to-one communication, as well as for group These two changes helped the app to gain 
messaging. Today, users are allowed to send more traction.
photos, videos, and text messages to people, 
It was just a year later in 2012 that they added 
and these will disappear aer a few seconds. 
the ability to record and send videos that were 
Of course, there are plenty of other features, 
up to 10 seconds long. The application 
such as Stories and Memories, which can be 
continued to evolve and grow, and in 2013 and 
stores or saved and played back, as well. We 
2014, they introduced Stories and Chat to the 
will get into those later in the book.
application. Stories let people create a 
In 2011, Even Spiegel and Bobby Murphy, who narrative of their Snaps, which their friends 
had met at Stanford University created would be able to view for up to 24 hours. Both 
Picaboo, which was a precursor to Snapchat brands and users started to work with Stories, 
that is so beloved today. Their goal with that as it was a way for them to provide more 
first app was to create something that would insight into what they were doing.
be able to send photos that would disappear 
Chat, which came in 2014, was a messenger 
eventually. They released it in July of 2011, 
system that would allow users to send 
but it did not gain any traction. They also 
messages that would disappear. They would 
discovered that people could just take 
also be able to know when their friends were 
screenshots of the pictures with their iPhone, 
in the chat window and available. We will talk 
which negated the ability of the photos to 
more about these and all of the other 
disappear.
innovations from Snapchat throughout the 
They then created a workaround to this rest of the book.
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Different from Other Social Media
One of the first things that you are going to created the first blog on their site, it read, 
notice when you start to look into Snapchat, “Snapchat isn't about capturing the 
especially if you have experience with other traditional Kodak moment. It's about 
social media sites and online services, is that it communicating with the full range of human 
is quite a bit different from other options, such emotion – not just what appears to be pretty 
as Twitter and Facebook. or perfect.”
It seeks to capture the essence of real human You will notice that Snapchat looks different 
communication, the way that you might greet and works differently. You need to utilize 
and talk with someone that you meet, and to strategies and techniques that will work for 
do it in a fun and effective manner. It's not the Snapchat environment. Do not let the fact 
about being perfect. It is instead about getting that it feels different from other types of social 
the message out there. In fact, when the media intimidate you. It is easier and more fun 
Snapchat CEO and cofounder, Evan Spiegel to use than you might imagine.
Who Is the Snapchat Audience?
Snapchat is one of the most successful social media applications of all 
time with more than 187 million people using the application on a daily 
basis. With this many people regularly using the site, it is no wonder that 
so many brands are interested in finding ways to market to those users. 
It is a good idea to look at the demographics of users to understand why 
you will want to make Snapchat a part of your marketing plan.
80% of the users on Snapchat in the United States are over the age of 18. 
The breakdown of users is as follows:
Ÿ 20% of users are between 13 and 17 years old.
Ÿ 36% of users are between 18 and 24 years old.
Ÿ 27% of users are between 25 and 34 years old.
Ÿ 17% are 35 years old and older.
As you can plainly see, the majority of people who are making up the 
audience are millennials. While there are certainly others who are using 
the system, the main users of the application fall into the millennial age 
range.
If you are not using Snapchat for your brand, it means that you are 
missing out on a substantial number of people who could be a part of 
your audience. In fact, there are estimates that at least 27% of people 
who are on Snapchat are not no other social media platforms over the 
course of any given week. This means that even if you are active on sites 
like Twitter and Facebook, you could be missing many people who could 
potentially be a part of your audience.
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Audience Behavior on Snapchat
The audience that is on Snapchat tends to be highly 
engaged, as well. Research has indicated that the users 
who are active daily on the site will visit 25 times a day, 
and they are more willing to open Snaps and messages. 
They spend about half an hour at a minimum on the 
application, and they are creating at least 20 Snaps 
each day.
These are all very good statistics from a marketer's 
perspective, as it means that there is a greater chance 
that customers and potential customers are going to 
interact with the brand.
Why Are Millennials Interested in Snapchat?
Truth be told, there are many reasons for this, and 
to learn why, you will need to understand some of 
the basic psychology of the users. Millennials tend 
to be more welcoming and embracing of things, 
including new technology. Many of them grew up 
with technology and the Internet, and they are able 
to adapt to different types of technology more 
quickly and easily than those of late generations.
In addition, it is a different social media outlet from 
what many consider to be the “norm”, such as 
Facebook. In fact, there are many people who are 
on Snapchat who are vehemently anti-Facebook.
They like that Snapchat is different, and that it 
provides them with a fast and visual outlet where 
they can connect with their friends, brands, and 
others. It is a mobile based platform that fits in 
more with the lives of millennials, those who are 
part of the counterculture, who want to have quick 
and easy methods of sharing information with their 
friends.
With the adoption and use of Snapchat continuing 
to grow, it makes sense for brands to find ways that 
they can become a part of the thriving platform, 
and 187 million plus people who are using it on a 
daily basis.
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Chapter  
02
Overview of the Snapchat Platform
In this chapter, we are going to be looking at and taking a quick tour of the Snapchat platform to get 
a better understanding of what it has available for you and some of the features that you will want to 
use.
Getting Set Up and Using the Profile Screen
When you are ready to start using this what is going to stick with you, so make sure 
platform to market your business and build that you are choosing carefully.
awareness for your brand, you will need to 
Once you choose a name that you are happy 
start by setting up an account profile, so you 
with, you will need to supply your email 
can get accustomed to the interface and how it 
and/or your phone number, as well as 
all works.
determine a password for your account. As 
You will start by downloading the app from soon as the account is verified, you can then 
either the App Store or Google Play, and then start to set up your new profile.
sign up by filling out the basic information. 
The Profile Photo
This includes your name, birthdate, and the 
desired username that you want. One of the first things you are going to want to 
do when you are setting up your account is 
If you are going to be setting up an account for 
make sure that you have a profile photo for 
your business, keep in mind that the name 
your business. You can do this by clicking on 
needs to be unique. Additionally, you will not 
the ghost icon that appears at the top of the 
be able to choose a different username later. 
app, or alternatively swiping down from the 
The name that you choose for your business is 
camera screen.
7
This will allow you to access the main menu. a web editor through your computer if you feel 
You will then tap the Snapcode and click the it would be easier for you.
circle to take a series of five photos. These will 
Once you have everything set up properly, you 
become the profile photo. It is a good idea to 
will be ready to start using Snapchat to market 
think about what you want your business 
and promote your business. However, as 
profile photo to be before you do this step.
mentioned, it cannot be stressed enough that 
A good option might be some branded items you might want to use a personal account to 
that have your logo on them, but the choice is practice and to get accustomed to all of the 
up to you. Just make sure that it is something tools and features that are available before 
that will properly represent your company. you start using it for your business.
One of the unfortunate things about Snapchat Geofilters
is that you are not able to upload a custom 
A Snapchat Geofilter is simply a digital image, 
image to use as your profile photos, as you 
which can then be used as an overlay and 
would do with other sites, such as Twitter and 
applied to images or to video on the snapchat 
Facebook. However, you will have the ability 
platform. It is essentially a graphic filter that 
to create your own custom Snapcode, as you 
can be added to Snaps that are taken at 
will see below.
certain geographic locations and events.
Custom Snapcode
These have been used to great effect by 
The Snapcode is a way that you can use your companies that create them for events such as 
logo, or images related to your brand, and you conferences and conventions, sporting events, 
can share this on social media. These are and concerts. It becomes easy to use these to 
similar to QR codes. It is possible to use the target specific areas and events for your 
camera on a phone to take a photo of a geofilter to appear. Once the geofilter is 
Snapcode and to send it to someone. approved and added, it can receive unlimited 
impressions.
This way, you can use these Snapcodes in both 
your print and your digital marketing 
materials to provide people with an easy way 
to get to your Snapchat page.
It is highly recommended that you create one 
of these for your business. To do so, you will 
head into the settings, enter a URL, such as 
your website, and then upload the photo you 
want to use from the site. You are likely going 
to have to resize the photo and make sure that 
the part you want to be showing is in the 
outline of the ghost.
Logos tend to work best for this, but it will 
really depend on your logo and the type of 
content that you feel would work best for your 
company's Snapcode. While you can do this on 
your phone, you might want to consider using 
8
Snaps could be combined with geofilters for great 
effect.
A Snap, which was the primary reason this 
platform was created, could be either a video Live Stories
or a photo. It is possible to edit that photo to 
Live Stories, which started out as Our Stories, 
includes text, drawings, filters, and effects, 
is a feature that lets users who are at specific 
and geofilters, as described above. By default, 
events post photos and videos from that 
aer a person has viewed the video or the 
event. It curates the photos and videos into a 
image one time, it will disappear for them. It is 
collective story that can show the event from 
possible to use Snaps for Stories, which are 
multiple points of view. This feature is 
discussed below.
available for all users to post their content.
It is also now possible to add links to the 
In 2015, a little over a year aer Live Stories 
Snaps, which can certainly be useful to anyone 
was introduced, Snapchat created Official 
who is considering doing any type of 
Stories. These are public stories of celebrities 
marketing through the platform. In fact, there 
and other noted people. It is quite similar to 
are many different features that have been 
the Verified account program that you find on 
added over the years that can allow for a 
Twitter.
substantial amount of creativity not only for 
personal use, but also for all of your marketing Memories
needs.
When they were first introduced, the Snaps 
Messaging and Video Chat would disappear aer 24 hours. However, with 
the addition of a feature called Memories, it 
It was in May of 2014 that video chat was 
now allows people to save story posts and 
added for Snapchat. This would allow people 
Snaps to a private storage area. They can be 
to communicate in real time through video. It 
saved indefinitely, and they will be just as easy 
turned out that this was a very welcome 
to view as any other videos or images that a 
feature. During the same update that added 
person has on their phone. One of the 
the video chat, direct messaging features were 
advantages to this is the fact that it is possible 
added. This would allow users to send text 
for people to now save marketing messages, 
messages to family and friends, and they 
coupons, and more.
made it possible to save any information in 
those texts simply by clicking no it. Discover
Stories Here is another feature that you will want to 
be familiar with. Discover is an area that offers 
Through the My Story feature on Snapchat, 
channels that are fill of short content that is 
you will be able to create stories on the site. 
supported through ads. The content here 
The feature will let you compile your snaps 
tends to come from large publishers, such as 
into storylines that will appear in 
Vice and BuzzFeed. When you open up the 
chronological order. In 2017, there was a 
app, you will swipe right twice, which will get 
feature added that allowed users on location 
you to the Discover page. This is where you can 
at certain events, such as a convention or a 
find all of the content from those large 
music festival, to add snaps to a story that was 
publishers.
curated and advertised to all of the users. This 
9
Snapcash to get acquainted with them.
This is a service that lets those who are 18 and You will tap on the image/face icon in the 
older send money to another user through the upper le corner. The next screen will have 
instant messaging service. Snapchat some settings available, and it is here that you 
partnered with a company called Square, can add your friends. However, when you tap 
which allow people to send money through the red gear icon in the upper right corner. This 
email simply by typing the amount in the will open up a screen that has a wide range of 
subject line. features and settings that you can use and 
adjust, including Snapcodes, filters and lenses, 
With Snapcash, you will find that it works in a 
spectacles, your password, notifications, 
very similar way. You would use the text 
Snapcash, memories, connected apps, and 
feature of the application, type in an amount 
more.
of money, and then click on the green pay 
button. This will send the cash instantly. You can determine who can contact you, who 
can view your story and see your location, you 
Settings
can find support, clear your cache, 
There are many different features and options conversations, search history, and more. You 
available within the settings of Snapchat, and will want to familiarize yourself with the 
it is important to visit your settings whether features on this screen, so you can make sure 
you are using Snapshot as a private user or as that your settings are all to your liking and that 
a growing brand. When you first start to use you know where to find them quickly. 
the app, you will want to go into your settings 
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Chapter  
03
Introduction to the Snapchat Ad Manager
With all of these people utilizing Snapchat, you want to make sure that your brand is getting the 
attention that it deserves. One of the best ways to do that is to start advertising on the site, which is 
easy thanks to the Snapchat Ad Manager.
How to Create an Account
The first thing that you are going to need to do is set up an account on Snapchat Ad Manager. 
Fortunately, this tends to be quite simple. First, you need to make sure that you have your Snapchat 
account set up and ready to go. Once you have completed that step, you will then go to 
www.ads.snapchat.com on a desktop, and you will be greeted by the following screen.
Fill out your business name, your name, 
business email, country, time zone, and 
currency. Once you have this information filled 
out, your account is created and ready to go.
At this point, you are going to be able to start 
creating ads that you can start using.
You will notice that in the upper le corner of 
this page on the yellow bar are the words Create 
Ads. When you click on this, you will be greeted 
with all of the various tools and settings that 
you are going to want to use to get your ads up 
and running. You will be in charge of the master 
ad account, but you can add other members of 
your team, if you wish. This will be discussed 
later in the chapter.
11
The pages and tools that are available by clicking on the upper le portion of the screen include:
Ÿ Create Ads – From here, you can launch your campaigns.
Ÿ Snap Publisher – You can create Snap videos from scratch or use templates.
Ÿ Help Center – Features tutorials and guides.
Ÿ Manage Ads – Here, you can measure the performance of your advertisements and manage your 
campaigns.
Ÿ Snap Pixel – Use this to track your ad conversions and improve the audience targeting.
Ÿ Bulk Tools – Use spreadsheets to create and manage campaigns.
Ÿ Creative Library – You will be able to manage your filters and Snap ads through here.
Ÿ Audiences – Here is where you can create audience lists via segmentation or through customer 
lists.
Ÿ Locations – Here, you can view foot traffic insights for your business.
Ÿ Ad Accounts – Manage accounts settings and memberships.
Ÿ Members – Manage the organization members and their roles in the organization.
Ÿ Billing & Payments – This is where you are going to go to manage your payment methods for your 
business.
Creating Sub Accounts
If you find that you want or need to add more accounts, it is 
very easy to do. All you need to do is head to the Ad Accounts 
Page, and you will see in the upper righthand corner of the 
page, a button for adding new accounts that looks the 
following.
Once you click on the button, it will open up the New Ad 
Account screen, which you will need to fill out. You need to 
add your name, billing type, advertiser, type of new add 
account (self-service or on-demand geofilters), the billing 
center, spend cap, time zone, and the currency that you are 
going to be using. Check out what the screen looks like below.
12
Setting Up Your Billing
Setting up your billing is just as easy as setting up everything else in the Snapchat system. You will be 
able to choose whether you want to connect a credit card to the system to use as your payment 
method, or you might want to opt for PayPal instead. The screen that you see below is near the 
bottom of the page that first shows up when you log into the site.
However, you might want to go into the settings, and then to the Billings & Payments Page, so you 
can have more control and get everything set up for your ads now and in the future.
Here, you will be able to add billing centers, add credit cards, PayPal, lines of credit, and apply for 
lines of credit. Check out the screenshot below to see what this page will look like.
13
Managing Members and Access
To add members and provide different levels of 
access, you can head to the Members page. On the 
right corner of the screen, you will see a button that 
allows you to invite new members to join the team 
and to be able to create ads through your account.
Just click on this button, and you will then a popup 
will appear, as you will see directly below. This will 
prompt you to add the person's name, email address, 
and then choose their role in the organization, which 
will be as a member, since you are likely to be the 
admin.
14
Chapter  
04
Types 
of Ads
When you are creating ads for Snapchat, there are three different types of ads on which you are going 
to be focusing. These are Snap ads, Story ads, and Geofilters.
Snap Ads When you add attachments, as with Snap ads, 
they can swipe up to learn more about your 
A Snap ad is a video that is 10 seconds long or 
product, buy, and more.
less, and that includes an option for the 
viewers to learn more when they swipe up on Geofilters
the advertisement. The additional information 
Another option for advertisements is 
that they get when they swipe up could take 
geofilters. These are tied to a geographic 
the swiper to longer videos, articles or post, a 
location, as mentioned, and they tend to be a 
way to interact with and buy from your brand 
very simple way for people to advertise right 
through an app install page or a mobile 
on the site without being considered 
website that the users will be able to access 
bothersome by the userbase.
without leaving Snapchat.
In fact, most users like to use these filters, and 
Story Ads
will actively do so, which means excellent 
Another ad format that you might want to advertising opportunities for the brand with 
consider using is Story ads. This is an ad less work aer the creation of the geofilter.
format that will allow you to reach audiences 
Within these three basic types of ads, there is 
with a branded tile in the Discover feed. This 
plenty of room for people to get very creative 
will make it easy for those on Snapchat to go 
and to create quality ads that work and that 
into a collection of anywhere from three to 20 
meet their objectives.
Snaps to learn more about what you are 
offering.
15
Chapter  
05
What Are Your Ad Objectives?
When you are creating an ad, you are not doing just for your own entertainment. You want to make 
sure that all of the ads that you put out there have some type of objective, something that you want 
to happen when a person views the ad. You will need to know this when you are creating your ad.
Depending on your company and the type of campaign you are running, there could be any number 
of objectives that might fit your needs. The following are some of the most common types of 
objectives and what they will do for your brand.
Awareness Drive Traffic to App
If the objective of your ad is to get more The goal of this objective is to send 
people to know about your company and Snapchatters to your app or to a third party 
brand, then awareness is going to be your application.
objective.
Engagement
App Installs
With this objective, you are going to try to get 
The objective here is to get people to swipe up more of the Snapchatters to interact with your 
so they can be taken directly to the app store ad in some way. 
where they can download your app.
Video Views
Drive Traffic to Website
If getting more video views is something that is 
With this objective, you are going to try to get important to your brand, then the objective of 
people to visit your website. video views is what you are going to want to 
use when you are creating your ads.
16
Lead Generation goal is to get people to go to your website and 
then take an action on the site, such as sign up 
If you need to have more leads for your 
for a newsletter, or even make a purchase.
business, then you will want to choose the 
lead generation objective when you are Those who are trying to use website 
building your ads on Snapchat. conversions will first want to start with a swipe 
up campaign, so they can generate a certain 
Website Conversions
number of daily conversions. This has to be 
While this might sound a lot like driving traffic done before you can turn on conversion as an 
to your website, at least on first blush, there is objective of your ads.
a difference. With this type of objective, the 
17
Chapter  
06
Best Practices for Ad Creation
When you are creating advertisements for Snapchat, you want to make sure that they are going to 
work well for your audience. Keep in mind that the audience on Snapchat is going to be different 
from those who are on other platforms, and that means your ads are going to need to conform to 
their needs and expectations. The following are some creative best practices from Snapchat to help 
give you some guidance.
Simple Tips to Follow for Better Ads
Ÿ The best length for ads that will encourage Ÿ Keep the ads simple and to the point, and 
people to swipe up are between three and make sure that they are engaging for the 
five seconds. audience.
Ÿ You will want to have voiceover on the ads Ÿ Utilize UTMs (Urchin Tracking Module), 
to encourage people to swipe up. when you are creating your links within 
your ads. This will allow you to track the 
Ÿ You should always consider your objective 
traffic performance using Google Analytics.
when you are creating your advertisements.
Ÿ Think visually when you are creating these 
Ÿ Test different types and styles of ads to see 
ads. A lot of text and exposition will simply 
what is going to work best for you.
not work on this platform. Brand early and 
Ÿ If you have an offer message try to provide make sure you get to the point quickly.
it in seconds two or three.
As with all types of advertising, there are no 
Ÿ If you are trying to get people to install an magic solutions to ensuring that all of your ads 
app, you may want to showcase the app UX, work out perfectly and you achieve your 
show people what the app does visually, objectives. You need to make sure that you are 
and use Install Now or Download to use as creating the best possible ads that are geared 
your call to action. toward helping you reach your objective. Test 
ads, see how they work, and make 
Ÿ Those who want to have more people view 
improvements. Oen, frequency is a factor in 
their web space will want to feature their 
the success of ads. Sometimes, a person needs 
product, offer, or branding in the first 
to see the ad several times before they swipe 
frame. The messaging should be simple and 
up. Do not change up your ads too soon. Give 
easily understood, and the landing page, 
them time to work, and only when the 
along with the Snap, should focus on 
analytics show you that the ad is not working 
consideration rather than conversion.
should you change it.
Ÿ Vertical video is preferred because that is 
how people use Snapchat.
18
Chapter  
07
Targeting Options
You naturally want to make sure that you are Understanding the demographics of what you 
able to target the ideal people on Snapchat consider to be your ideal customer is 
who could potentially become your customers essentially if you hope for this to work.
or clients. When you are trying to target 
Audiences Targeting
customers, there are ways that you can 
provide audience segmentation and have With Audiences targeting, you will have a list of 
control over who you are targeting. more than 300 audience options from which 
you can choose, which should allow you to 
The following are some of the different 
find an audience that looks like your own 
methods by which this can segment your 
audience.
audience. You will find that Snapchat tends to 
have a robust number of options available. Devices and Carriers Targeting
When you are considering your audience and 
It is even possible to segment your audience 
building your ads, you will want to utilize some 
by the type of devices that they have with 
of the following segmentation options. It can 
them, their carrier, and even their connection 
allow you to find exactly the perfect potential 
type. This could be a good option for those 
audience for your advertisements.
who have apps available for one system, such 
Location Targeting as iOS, but not for Android, for example.
With location targeting, you are looking for an Custom Audiences Targeting
audience that is in a certain geographic 
Custom audiences are a good option, as well. 
location. This could work well for any brick 
With this type of targeting, you will be able to 
and mortar business, or for those who are 
create matches with your email list and define 
advertising during a convention or an event, 
what a lookalike list would be for your brand. 
for example. You will start by choosing your 
You can further segment the target to provide 
country.
you with a more refined and focused 
Demographic Targeting approach.
You will find that demographic targeting can 
be quite beneficial, as well. You can choose the 
audience's age, gender, language, and you can 
choose household income level. 
19
Chapter  
08
Create an Ad on Snap Publisher
Creating an ad on Snap Publisher is quite simple.
First, you will open up the ads manager and then click on Create Ads section. This will bring you to a 
screen that will allow you to choose from the Quick and Easy method and the Advanced Create 
method.
With the Quick and Easy option, you can get an would like. You will then fill out the required 
add up in less than five minutes, whereas with information, which you can see in the image 
the Advanced Create method, you are going to below. You will also choose to upload the ad, 
have more control over the ads, and you can browse, or create it at that time. You can also 
create multiple sets and ads for a campaign select your attachment type – website, 
that you are running. longform video, app install, deep link or AR 
lens – based on your objectives for the ad.
When you opt for Quick and Easy, you will then 
be able to choose to create a video or image 
ad, a Story add, and add filters to it if you 
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Then, you can scroll down and determine who is going to see your ad by filling out the information 
that is below the first section. Check out the screen below to get a look at what type of information 
you are going to need to provide.
21
Next, you are going to choose the duration and the budget for your advertisement, and you can 
choose whether it is active or not.
Finally, you will be able to choose your payment method for ad that you have created
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Chapter  
09
Tips for a Snapchat 
Marketing Campaign
Naturally, you want to make sure that you 
have a successful marketing campaign on 
Snapchat. While there is never a 100% 
guarantee of anything, the following are some 
things that you can do to help give you a 
better chance of having a campaign that runs 
smoothly and does well for you.
You Need a Plan
First, just as with every marketing campaign, 
you need to make sure that you are not just 
jumping into the fray. You need to take the 
time to sort out a plan of the different types of 
content that you want to utilize, whether it is 
an image or video.
You have to plan out the stories that you are Create a Geofilter
going to be creating, and you need to learn as 
much as you can about your customers and A great way to advertise easily with Snapchat 
your ideal customers before you get started. is with the Geofilters that were discussed 
Only once you have a great plan in place earlier in the book. These are very helpful, so 
should you start the campaign. do not overlook them. You can create your 
own or choose from a template. While the 
Target Content to the Right Followers templates are certainly going to be easier, you 
Make sure that you are segmenting your will find that it is oen better to use some 
audience properly when you are creating your creativity and come up with something special 
advertisements, and you will find that you of your own.
tend to get more traction from those ads. 
While this might seem simple, it is ever 
effective, so do not skip this step when you are 
creating the ads.
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Test Your Ads You can reach out to influencers on the site 
who might fit in well with your brand. Keep in 
Always remember the importance of testing 
mind that they are not going to provide their 
your ads to make sure that they are working 
services for free. In the beginning, you might 
and that you are not simply wasting money. 
want to work with some of the smaller 
Test several ads and learn from them which 
influencers on the site.
does and does not work. Be sure that you 
have different ads for different segments of Short and to the Point
your audience, as well.
Finally, it is important that you keep your 
Connect With and Work With Influencers Snap ads short and sweet during your 
campaign. Even though you might have 10 
As a brand, you might want to look for some 
seconds, people still see these as 
influencers on the platform that might be 
advertisements, and that means that they are 
willing to work with you. Snapchat, like 
not always welcoming of them. Make them 
Instagram and other social media sites, has 
interesting and entertaining, and always try to 
become a place where traditional celebrities 
keep them to about five seconds or so at 
and social media celebrities have a measure of 
most.
power. They are essentially digital celebrities, 
and they know how to use the platform well to 
reach their already large following. Naturally, 
you want to utilize their power for your 
business.
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Chapter  
10
Improving Your Ad Campaign
As a marketer, you know that you have to have a good 
understanding of just how effective, or ineffective, your 
marketing efforts are going. It is essential that you utilize 
Snapchat analytics, so you can get a better sense of how the 
campaign is going and what you might need to do in order 
to improve your ROI, or the return on investment.
What Are the Benefits?
There are many benefits from using these metrics. When you 
pay attention to the analytics, you will have far more insight 
into your audience and the types of content that will and 
will not work with them. When you learn the type of content 
that seems to do well with the audience, it will then allow 
you to make some changes into type of content that you are 
planning for the future.
You will learn new strategies, and you will learn the best to 
use to engage with your audience. Of course, the biggest 
benefit is the fact that you will get an advantage on your 
competition.
What Should You Be Tracking?
There is still a lot to learn about how businesses can use and 
benefit from Snapchat, and analytics are going to help. Of 
course, you need to have an understanding of what types of 
metrics tend to be the most important for this. The following 
are some of the most import things to watch if you want to 
know how to make some positive changes to your campaign 
going forward.
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Unique Views your marketing campaign. It could also be 
used for contests, for example, and knowing 
Naturally, you need to know how many people 
how many have screenshotted something for a 
are seeing and engaging with the content that 
contest can give you some insight into just 
you are putting on the platform. The unique 
how successful it was and how many people it 
views for Snapchat represents the number of 
reached.
people who have opened the video or image 
and have viewed it for a minimum of a second. The Fall Off Rate
It is important to keep in mind that Snapchat 
This is the rate at which people stop viewing a 
only counts the viewers one time, even if they 
story. It is closely aligned with the completion 
were to watch the Snap or the Story multiple 
rate. Understanding the rate at which people 
times.
fall away from your stories will give you a 
This is a good thing, as it is going to provide better idea of not only where you are losing 
you with an accurate number of people them, but it can provide you with insight on 
viewing the content. why you are losing them.
Completion Rate Tools to Consider 
One of the other analytics that you should Of course, you need to have some good tools 
look out for is the completion rate. This is that can help you with all of this. Fortunately, 
simply how many people have watched the there are several options. Snapchat itself does 
content from start to finish. Ideally, the have in-app data that you can check out, and 
completion rate is going to be high, as it you can look at the information each day to 
means that you have engaged the people get a close look at the unique views, 
enough that they are interested in your brand screenshots, and more. However, you might 
and the content that you have created. It gives also want to consider some other tools, such 
you a better idea of the type of content that as Snaplytics and Delmondo, both of which 
the audience really cares about from you. can deliver the metrics that you need.
Screenshots Once you start looking at those metrics on a 
regular basis, you will be able to rework your 
You can check the number of screenshots 
strategy to improve upon your campaign, just 
taken of a Snap, as well. This is one of the ways 
as you would with any other type of 
that you can track engagement with content, 
marketing.
and it tends to be a very good way of 
measuring the success of a coupon code from 
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Resources:
https://techcrunch.com/gallery/a-brief-history-of-snapchat/ 
https://www.clearslide.com/view/new/mail?iID=fQBPH7hkB5SVwdSzkjzj 
https://www.makeuseof.com/tag/7-reasons-snapchat-teenagers-favourite-social-
network/ 
https://businesssupport.snap.com/en-US/a/snap-ads-practices 
http://www.buysnapchatgeofilters.com/ 
https://www.marketingprofs.com/chirp/2018/33767/the-complete-guide-to-
snapchat-advertising-targeting-options-infographic 
http://tubularinsights.com/7-tips-snapchat-video-marketing-campaign/ 
https://www.jasminedirectory.com/blog/tips-snapchat-advertising/
27
About The Author
Joe Whyte is an entrepreneur, tra-digital marketer and CEO 
of Red Wagon.
Some of his results include:
Helping a failing online education company emerge as a 
$100M company
Responsible for cracking the code behind optimizing 
traditional media which has helped grow business’s by a 
10x factor.
Interviewing 300+ successful founders, CEOs, and 
entrepreneurs for growth, a top-ranked author on search 
engine journal, website magazine, search marketing standard, pingzine and many 
more while infusing those lessons into clients’ businesses
From analyzing and optimizing systems to configuring tracking parameters across 
multiple domains. With the help of an industry professional, you can ensure the data 
your tracking is accurate and optimize in on better results quickly. Business starts 
becoming fun when you don't have to worry about your marketing. 
ISBN 978-0-359-03094-1
90000  
 
9 780359 030941