Frequency capping is available when you bid on Impressions. If you notice your spend goes up and down throughout a flight, there’s a chance the frequency cap is preventing full spend.
Snapchat Optimization Strategy #5: Split Test
Testing, fdating testing, testing. I almost get tired of saying it, but I’ll probably never stop because it’s pretty much always true: You need to test to see what works. Luckily, Snapchat has a built-in split testing feature that makes it easy.
Snapchat supports split testing by audience and creative. You can compare different marketing strategies and use the results for future optimizations. Split testing also guarantees your budget is allocated evenly between each variation, which would be impossible to achieve if you tried to compare ads without using Snapchat’s built-in feature.
It couldn’t be easier to set up. On the ‘Campaign Setup’ of Advanced Create, select ‘Create Split Test.’ Then choose whether you want to split by audience or creative.
Optimize Your Snapchat Targeting with Audience Insights
I’ve got one more nerdy optimization strategy for you before we move on to the artsy stuff. But this one is BIG, so it gets its very own section. In order to optimize your targeting, you should definitely make proper use of Snapchat’s Audience Insights. It’s a GREAT tool.
Audience Insights lets you compare and create audience segments. Using Snapchat data like demographics and Snap Lifestyle Categories (SLCs) as well as external data from third-party partners, you can learn more about your target audience and discover new segments that could become successful target audiences for your brand.
How to Access Audience Insights
2) Click ‘New Audience’ in the top right, or ‘Get Started’ in the middle if you don’t have any existing Audiences. Then select ‘Saved Audience.’
3) Input your targeting information, including locations, demographics, audiences, and devices. The Audience Insights for the specified targeting parameters will begin to update.
4) To save a particular audience to use in your campaigns, click ‘Save’ in the top right. Enter your audience name and description and click ‘Save.’
How to Utilize Audience Insights
Audience Insights is an incredibly powerful tool that will help you improve your targeting and hone your creative to suit your audience. Here are some of the ways that you can use it to optimize your Snapchat campaigns.
View Demographics . See the demographic breakdown of people in your Custom Audience. Having this basic understanding of who your audience is will be essential for creating relevant ad content.
Optimize Your Creative to Suit Your Audience. You might learn some interesting things about your target audience when you check out their SLCs and Interests. For instance, let’s say you’ve been targeting 40-something men in the Los Angeles area. You might discover that 50% of your audience also happens to have an interest in deep-sea fishing. With this in mind, you can create more relevant advertising that will appeal to your audience’s interests.
Discover Lookalike Audiences & Expand Your Reach . If you advertise on Facebook, then you already know all about the awesome power of Lookalike Audiences. Well, Snap offers the same great tool. Actually, Snap’s ability to find great Lookalike Audiences might be even better than Facebook’s. It’s a great way to expand the reach of your campaign.
Save Relevant Audiences . Once you find Lookalike Audiences or other relevant segments to target, you can save them in order to target them in your next campaign.
See Purchase Intent . It’s not hard to see why the likelihood of your target audience purchasing your product is a super-helpful piece of information to have. You can contrast and compare the purchase intent of different audiences and target/bid accordingly.
