Snap Explained: Episode 2 - How To Use Dynamic Ads

Summary

In this episode of 'Snap Explained,' Jan Miller delves into the power of dynamic ads on Snapchat. He explains how dynamic ads help brands like a sustainable fashion company automate ad creation, target the right audience, and maximize ROI by personalizing ads in real time. Using the example of Bogdan, a CMO at a German fashion brand, the video highlights the advantages of dynamic ads—automating asset creation, offering mobile-friendly designs, and optimizing for the best conversion rates. The result is a more effective and efficient way for businesses to drive sales while reducing manual effort.

Takeaways

• 😀 Dynamic ads on Snapchat automatically create personalized ad assets from your product catalog, saving time and effort.
• 😀 These ads target users based on their behavior, ensuring that the right person sees the right ad at the right time.
• 😀 Bogdan, a CMO for a sustainable fashion brand, uses dynamic ads to efficiently advertise a large catalog of products without manual effort.
• 😀 With dynamic ads, you can retarget users who showed interest in a product (e.g., clicked but didn't purchase), nudging them to return and convert.
• 😀 You can also use dynamic ads to target new users who resemble your existing customers, expanding your reach with minimal effort.
• 😀 Dynamic ads help maximize ROI by optimizing ads for return on ad spend (ROAS), ensuring your budget is spent on users most likely to convert.
• 😀 Setup is simple: upload your product catalog (via CSV, Shopify, or feed URL) and attach the Snap Pixel to track user behavior.
• 😀 Dynamic ads are designed for mobile, making them visually appealing and effective for Snapchat’s mobile-first audience.
• 😀 The tool eliminates the need for constant updates to reflect product changes like stock or price adjustments, as it syncs automatically with your catalog.
• 😀 The ability to run prospecting and retargeting campaigns in parallel allows advertisers to reach both new and highly engaged users for greater campaign impact.

Q & A

What are dynamic ads on Snapchat?

Dynamic ads are an ad format on Snapchat that automatically creates assets at scale from a product catalog, personalizes them for individual users, and targets the right audience at the right time based on optimization goals.

Why are dynamic ads important for performance marketing?

Dynamic ads are important because they save time by automatically creating personalized ads for users based on their interests and actions, allowing businesses to efficiently target users and increase conversion rates without manually creating ads for each product.

How do dynamic ads work in re-targeting users?

Dynamic ads can be used to re-target users who have shown interest in specific products on a website, such as clicking on an item but not purchasing it, by serving them an ad featuring the exact product they interacted with to encourage a purchase.

Can dynamic ads be used to target new users?

Yes, dynamic ads can be used to reach new users who have similar behaviors or characteristics to those who have already shown interest in products, increasing the likelihood of acquiring new customers who are interested in the brand.

What is the benefit of using dynamic ads for large product catalogs?

For large product catalogs, dynamic ads are beneficial because they automatically create personalized ads for every product in the catalog without requiring manual intervention, ensuring that the right products are shown to the right users at scale.

How do you implement dynamic ads on Snapchat?

To implement dynamic ads on Snapchat, you need to upload your product catalog, attach the Snap Pixel to it, and ensure key events such as 'view content', 'add to cart', and 'purchase' are tracked with item details to personalize the ads.

What are the key events required for dynamic ads to work?

The key events required for dynamic ads to work are 'view content', 'add to cart', and 'purchase'. These events must be tracked along with the item ID or category to enable proper ad targeting and personalization.

How can you provide the product catalog to Snapchat for dynamic ads?

You can provide the product catalog to Snapchat by uploading a CSV file manually, syncing with Shopify, or providing a feed URL that keeps the catalog up-to-date, ensuring that product availability and pricing changes are reflected in ads.

What is the difference between prospecting and retargeting logic in dynamic ads?

Prospecting logic targets new users who have similar behaviors to existing customers, while retargeting logic focuses on users who have already interacted with the website or products, aiming to encourage conversions by showing them the specific products they previously viewed or added to their cart.

How does Snapchat's optimization algorithm work with dynamic ads?

Snapchat's optimization algorithm works by focusing on return on ad spend (ROAS) goals. It ensures that ads are shown to users with the highest likelihood of conversion, maximizing returns and ensuring that the ads are targeted to users who are most likely to purchase.