Ep 418: Can You Trust Snapchat Attribution? With Jordan West

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Snapchat had about 347M daily active users worldwide, most of which are Millennials and Gen Zs. So, are Snapchat ads dead or are they just getting started?

In this episode, Jordan West talks about why you should be spending on Snapchat or at least testing it out for your brands. He shares the opportunities and strategies that Snapchat offers to target customers. 

Listen and learn in this episode!

Key takeaways from this episode:

• Meta gave a ton of businesses $15,000 ad credits. Snapchat didn't do that but CPMs over Black Friday was about $2.50.
• Snapchat is very top-of-the-funnel, but there’s a ton of potential to start conversions with your potential customers there.
• Like Instagram and TikTok, Snapchat’s the favorite platform for Gen Zs and Millennials. 
• Millennials are the ones who have money and are spending it.
• Snapchat Ads are either images or full-screen vertical videos. Everything needs to be vertical. 
• Similar to IG stories, they appear in between organic Snapchat content. If you have ever done IG Story Ads, that’s essentially what Snapchat Ads are. 
• 48% of US users, ages 15-25, have used Snapchat in the last few years. 
• There’s a massive opportunity with Snapchat to take advantage of these low CPMs and great audiences that have money to spend.
• If you’re okay spending money on Facebook, IG stories, and reels, you should be okay spending money on Snapchat or at least testing it out for your brand.
• Snapchat gives you lots of opportunities to target customers. It is a proven eCommerce channel.
• Adding more budget daily doesn't necessarily scale your campaigns in the same sort of way that scaling horizontally with new offers and new audiences do. 
• Your site needs to be fast. If you’re sending people straight to your website, that website should better be fast. If it's not, you aren't going to see the results that you want. 
• People on Snapchat are constantly swiping and looking for the next video. If they have to wait for more than a second and a half, they’re gone. 

Different kinds of Snapchat ads:

1. Product Catalog Ads - This is a feed for your product. Once you upload your feed and create a catalog, Snapchat will automatically create product ads in your chosen format.
2. Single-image or Video Ads - these are full-screen video ads that can be used for different objectives. They cover the entire screen so they’re really good to draw the user’s attention.
3. Collection Ads - you can have your landing page exist on Snapchat. If you have the option of testing shopping ads right in the platform, do it. 
4. Filter Ads - these ads target audiences within a specific location. You can also create an audience for your filter ads based on interests, age, and gender. 

• You need to weigh your results from Snapchat both on the Snapchat platform and an attribution tool like Triple Whale.
• If you are seeing zero results from Triple Whale and several purchases from Snapchat, don’t necessarily trust TW. There may be some issues going on. 
• If you’re looking for help with your Snapchat marketing, look no further than Upgrowth Commerce.