Snapchat Ads Management

Snapchat gives you the whole screen and the sound, and expects you to earn it

Snapchat Ads management is the work of advertising in a full screen vertical environment where the ad has the viewer's entire display rather than a portion of a feed.

That is an advantage and an obligation. Nothing competes for attention, so nothing excuses an ad that does not hold it.

Wink builds Snapchat campaigns that increase visibility, drive conversions and maximize advertising results.

What Wink manages

Wink runs the full range of Snapchat ad formats.

• Single image ads
• Video ads
• Story Ads
• Collection Ads
• Dynamic product ads
• AR Lens Ads
• App install campaigns
• Website conversion campaigns
• Lead generation campaigns
• Remarketing campaigns

The audience here is genuinely different

Snapchat suits brands targeting younger audiences, ecommerce businesses, restaurants, fashion, beauty and mobile applications.

The difference is not only age. Snapchat is used for private communication between people who know each other, which produces a different attention pattern from public feeds.

Advertising into that context works when it feels immediate and personal, and works poorly when it feels corporate.

Sound on is the default, not the exception

Snapchat is one of the few platforms where audio is generally on, which changes what an ad should be.

Most social video is produced to work silently, with captions carrying the message. Here, voice, music and sound design are available and worth using.

An ad recycled from a silent first platform wastes half the channel it is running on. Voice in particular changes how personal an ad feels, which suits a platform built around messages between friends.

AR Lenses are participation rather than viewing

AR Lens Ads let users interact with a brand rather than watch it, which is a format with no real equivalent elsewhere.

A lens is used, shared and photographed with, which produces engagement time no standard video ad can buy.

They suit products people try on or want to imagine themselves with, which is why beauty, fashion and entertainment brands use them most.

Collection and dynamic ads shorten the path to purchase

Collection Ads and dynamic product ads put products directly in the ad, so browsing begins before the click.

For ecommerce this shortens the distance between attention and purchase, and it lets one campaign show different products to different people automatically.

Remarketing campaigns extend the same logic to people who browsed and left, which on a platform used many times a day means returning to them quickly rather than days later.

Measurement and continuous optimization

Wink implements Snapchat Pixel to measure conversions and optimize campaigns, and reports impressions, clicks, conversions, ROAS and CPA.

Optimization covers audience targeting, creatives, bidding strategies, placements and campaign performance through continuous testing and analytics.

Creative testing carries the most weight here, as it does on every platform where a single full screen asset is the entire advertisement.

Who Snapchat Ads management is for

• Brands whose customers are predominantly younger
• Ecommerce businesses with visually appealing products
• Restaurants, cafes and food delivery brands
• Fashion and beauty businesses suited to AR try on formats
• App developers driving installs among a young audience

What Snapchat Ads connects to

Snapchat Ads sits inside performance marketing, and its vertical video creative overlaps directly with video content.

Conversion measurement runs through tracking and analytics, and post click performance depends on landing page optimization.

Where to start

Tell us the age of your typical customer and whether your product is something people try on or show off. Those two answers decide whether this platform is worth your budget.