In September of 2020, a brand in the health and fitness niche was looking to expand their traffic channels and Snapchat was the most logical platform to pursue as their core demos were a great fit.
How We Got Started:
One thing to keep in mind about advertising on Snapchat is that there are some nuances to the platform that are different from Facebook, Instagram etc.
Firstly, it’s even more content focused – you don’t have the luxury of having ad copy to push viewers to click your ads. This means more emphasis needs to be placed on creative testing.
A good place to start, if you’re already running paid traffic on other social channels is to look and see if you already have creatives that align well with the platform that you’ve been using on other channels like FB, IG, TikTok, etc.
In our case we had some great creatives that already fit the best practices for Snapchat video ads, so we started out with testing those and sure enough, they performed well out of the gate.
Campaign Structure
In the past, with Snapchat, you had to “unlock” certain optimization events in order to optimize them. For example, if you wanted to optimize for purchases, you needed to have 50 purchases in a 7-day window before you could do so.
Recently, Snapchat has gotten rid of that feature, although they still recommend following a similar strategy to train the algorithm.
Here’s how we set things up to start:
Ad Set 1:
Goal: Page View
Budget: $50/day
Max Bid: $1.40
Targeting: Lifestyle > Fitness Enthusiasts , Wellness & Healthy Lifestyle
This was performing well on a cost per page view basis, but we wanted to try and get our costs even lower. Once we had 500 page views, we made a page view lookalike audience and ran that with the same ad set setting as ad set #1.
We also realized that the budget was spending the full limit every day so we dropped the max bid to $1.10, which reduced the cost per page view even further
Ad Set 3: Retargeting
Shortly thereafter, we launched a page view retargeting adsets to drive conversions, while we started to test out new prospecting creatives at the top of the funnel.
This retargeting ad set was getting a $10 CPATC, and a lifetime return on ad spend of 4.09X. Additionally, it allowed us to hit the 50 add to cart conversions needed to unlock the ATC optimization event.
Scaling:
A week after we launched the retargeting ad set, we started running an ATC lookalike audience, which was optimizing for add to carts. This is where things started to take off. It was only a matte of days before we then unlocked the purchase conversion optimization.
To scale things up, we increased budgets at the top of funnel 20% every 3 days. The view content retargeting audience has a reach of 229,000 people so we’ve been able to increase the daily budget on that as well without seeing much of an impact on frequency or return on ad spend.
Present:
We’re currently spending about $750 per day on Snapchat (about 5% of total budget) and looking to scale up 150% in the next 30 days.
Overall Stats:
Spend: $27,575
Purchase Value: $51,336
Return on ad Spend: 1.86
