Page 223 - Social Media Marketing for Dummies

» Awareness: Branding
» Consideration: App Installs, App Traffic, Website Traffic, Engagement, Video
Views, Lead Generation

» Conversions: App Conversions, Website conversions, and Catalog Sales

Then you need to choose the advertising format that you’d like to run:

» Snap ads: These are the most common and basic advertising format and they
function similar to display advertising. They appear as an ad between your stories
and can drive users to your website, app, video, AR lens, or app store page.
» These ads are ideal for brand building but can also be used at the considera-
tion or conversion phase.
» Collection ads: These are perfect for showcasing a series of products that you
want people to purchase immediately. As Snapchat says, these are tappable,
frictionless ways to shop and buy. These ads also appear integrated into
stories in a more traditional fashion but allow a user to choose from different
products within the ad itself and go deeper into that product. You need to
include links, calls to actions, and swipe up URLs for them to work well.
» These ads are useful if you’re trying to drive conversions and want to showcase
many products from your product catalog.

» Story ads: These function similar to Stories in that they draw the user into
a series of Snaps. The Snaps together form a story that should engage the
user the way any other content would. The story ad appears as a sponsored
Discover tile that lives alongside popular content tailored to their preferences.
Each Story Ad can have anywhere between 3 and 20 placements and requires
a headline, a brand name, attachments (if you’re optimizing for swiping up),
and the individual files for each ad in the story.
» Think of Story ads as a branded content experience.
» Augmented Reality (AR) lenses: These lenses are probably the most fun ad
units on Snapchat. These ad units allow you to create and promote AR lenses
that get superimposed on top of a user’s face as he or she looks into their
phone camera. Whether you’re advertising a movie such as Westworld and
want to superimpose a character’s image onto a user, or you want to give
users a pair of cool sunglasses, the AR lens allows you to do this. The AR
lenses include two types — face lenses or world lenses. Regardless of the one
you choose to use for your marketing campaign, you must include your brand
logo in the ad and preferably in the top right-or the top left-hand corner.
» Filters: Along with AR lenses, these are another really popular ad unit on
Snapchat. These allow you to promote custom creative overlays that users
can add to photo and video messages. In a similar fashion to AR lenses, these

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