Snapchat has updated its Ads Manager objectives feature to simplify campaign creation for advertisers, reducing the number of objectives from 11 to 5. The new objectives will be applied to ad accounts in the coming months, and existing campaigns will be automatically updated.
New ad objectives
- Awareness & Engagement
This objective focuses on attracting and stimulating Snapchat users. It supports ad formats such as single image or video ads, Story ads, Reel ads, and AR ads.
- Traffic
This objective is designed to direct users to a specific website or app, helping to increase clicks, landing page views, and on-site event conversions. Supported ad formats include single image or video ads, Story ads, featured ads, and AR ads.
- Leads
This objective is great for getting contact information of interested users and supports single image or video ads and Story ads.
- App Promotion
This objective is designed to encourage app installation and in-app engagement, and supports single image or video ads, story ads, collection ads, and AR ads.
- Sales
This objective targets catalog sales, website conversions, or app re-engagement. Supported ad formats include single image or video ads, story ads, and AR ads.
Implementation time
The new objective will be rolled out from July to September. Existing campaigns will automatically transition to the new objective in mid-September.
This update is expected to attract an 85% year-on-year increase in the number of small and medium-sized enterprise advertisers. The feature has received a positive response and effectively simplified the ad creation process.
