👻Warming Up for Q4 With Snapchat Follow Along (12)
Yooooo guys!
End of the summer is just around the corner, which means lazy and drunk summer days are coming to an end. 
With this follow along I will try to master new traffic source -- Snapchat.
At the moment we're doing on average 100 daily orders with personalized print product. Click here if you want to read how we started the Scaleship project.
Facebook is currently our only Top of The Funnel traffic source and with this FA I would like to diversify this before the Q4 and gifting season where we are forecasting 600 orders/day.
Why Snapchat?
1. SNAP PIXEL
In January I've installed Snap Pixel and we already have initial audiences for retargeting and Lookalikes.
Snap Pixel - PAGE_VIEW - Auto-created > 60.000
Snap Pixel - ADD_CART - Auto-created > 10.000
Snap Pixel - PURCHASE - Auto-created > 2.000
2. DEMOGRAPHICS
75% of our customers are in the age group 18-34 and 65% of customers are female. This stats are similar to Snap demographics.
3. FRANCE
France is 3rd biggest country for Snapchat with 20M users. We are still fine-tuning the funnel, because Italy is converting much better than France, but I believe we will crack France with Facebook ads before I master the Snapchat.
4. FACEBOOK IS STABLE
Two months ago theScaleship Crew got two new members. Lovro joined as Facebook media buyer and Tadej as video editor who is editing and combining all the videos we receive from agencies, customers, etc.
Because Lovro is doing all the media buying on Facebook I can focus on Snapchat, find a way to run campaigns profitable and then hire another young savage who will take over media buying on Snapchat.
Goals
Short-term goals
1) Unlock ATC/PUR events for Website Conversion campaign
2) Figure out what kind of creatives convert on Snap
Long-term goals
1) Have multiple campaigns with CPA (purchase) below 15€
2) Scale to the point where Snap represents 10+% of our monthly revenue
Initial Plan
1. Manual spying with VPN
After quite some time I will do some manual spying.
I will use Tunnel Bear iOS app and see what other advertisers are running on Snap in France and Italy. I've never been power-user of Snapchat so I need to get more familiar with the app and see how it works and how does ad placements looks like.
2. Unlock ATC/PUR events
This one is probably the most important thing to achieve.
At the moment I can run Website Conversion campaign and optimizing for Swipe ups. When I hit 50 conversions (ATC or PUR) per week, I will be able to optimize for ATC or PUR which will probably lower down the CPA.
To achieve 50 ATCs this is the account structure I came up with.
- two campaigns // retargeting and lookalikes
- three ads per adset // UGC style creatives
- testing Similarity & Balance lookalikes // Similarity = 1% FB LLA, Balance = 5% LLA
Campaign level
Adset level
3. Experiment with Creatives
I'm not expecting that copy&paste creatives from Facebook to Snap will work, I will test three completely different style of creatives per ad set.
In the initial test, I will test:
- Image UGC style creative- Video UGC style creative
- Top performing creative from FB adjusted to Snap format
Snap has one cool feature which allows you to convert wide-screen or square ad add to Vertical format. It's easy to use and it works great!
At the beginning I will monitor and optimize for ATC.
Also, based on the research from step#1 in the Initial plan, I will try to prepare some creatives based on the manual spying I will do today.
Next Steps
First I would like to see approximately how does it take before the ads are approved.
In the meantime, I will do manual spying to get some ideas for creatives and I will discuss it with video editor so I expect to have a lot of new creatives next week.
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I will do my best to keep this FA updated with 3-5 updates per week, it depends how long will camps be in the review process.
Cheeers,
wakeboarder
I'm so much looking forward to this FA! I'm sure it will be yet another great one, just as all the previous threads that you started 
Snapchat should work well with the product you're selling, I'm pretty positive their audience will be a great match.
When do you plan to launch the first campaigns? Already waiting for the approval or still preparing the ads?
The one and only wakeboarder is back! Congratulations on expanding your team!
Looking forward to your insights on snapchat!
Kind of off topic but I'm wondering: Has covid has made an impact on your business in any way?
Amy
Following. All the best buddy
Originally Posted by matuloo
Originally Posted by matuloo
Yes, I believe the same, and I also think that 10% of our monthly revenue is quite conservative goal. But yes, first need to get to the right inventory (PUR optimization).
Camps were already approved, but some of the ads were rejected because of the audio in the video.
Your ad contains audio that could be perceived as shocking, disturbing, or otherwise upsetting to Snapchatters. We prohibit ads intended to shock the user, including extended shocking noise (e.g. screaming or crying). Please edit, resubmit for review, and our team will take another look.
We're using reaction ads where people are crying when they receive our product and this one was a bit too hard.
Originally Posted by vortex
Originally Posted by vortex
Amy! Long time!
Yes, COVID-19 has a positive impact on our businesses.
Actually we all-time high revenue for hunting brand and for print brand.
For hunting brand was the main reason that we hit record in sales, because we are the only one with established sales channels (Facebook+Google). Our competitors are selling mostly through distributors and offline stores, and they basically couldn't sell.
Originally Posted by affpayinggao
Originally Posted by affpayinggao
Thanks!
QUICK UPDATE DAY#3
Lookalikes
Snapchat is much slower than Facebook. It took them almost 3 days to build Lookalike audiences. Anyway, today all audiences and I will run the campaigns to some cold-traffic, because so far I'm running just retargeting.
New Pixel Event
Over the weekend I spoke with a few marketers that were running camps on Snap and they all confirmed my theory: The most important thing is to get 50 conversions per week and get to Purchase event.
That said, I'm sending now additional event to Snap Pixel (ViewContent) which is basically the generator where users are building the product. That way I will hit faster 50 conversion for VC and then pause this camp and start optimizing for ATC.
Bidding
I've been told that auto-bid is not the way to go because the bid is not changing when the campaign is live.
Today I will upload new campaigns with different Target Cost bid, but I need to get more familiar with the numbers, right now I don't have a clue how much should I bid per Swipe Up.
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So far I spent $20 and got 3 ATCs.
Later today I will increase the spend and prepare more creatives to buy more data.
First few updates will probably be boring because spend is low and nothing much is happening, but once I get some traction I believe it will become more interesting.
Talk soon and have a great start of the week!
Cheers,
wakeboarder
Your ad contains audio that could be perceived as shocking, disturbing, or otherwise upsetting to Snapchatters. We prohibit ads intended to shock the user, including extended shocking noise (e.g. screaming or crying). Please edit, resubmit for review, and our team will take another look.
We're using reaction ads where people are crying when they receive our product and this one was a bit too hard.
But anyways, it's just proves your product is hitting it hard with peoples emotions, that's why it sells so great I'm really curious how much you will be able to sell daily when the "gift season" strikes!
The goal is that we hit 666 in one day until 15th of December. Profitably, of course.
One interesting fact ...
The other day I was with a friend of mine who runs https://hoorayheroes.com/
On the peak days, (Father's days, Mother's day, December, etc.) they are on 18.000 orders a day!
Insane numbers!
Originally Posted by wakeboarder
One interesting fact ...
The other day I was with a friend of mine who runs https://hoorayheroes.com/
On the peak days, (Father's days, Mother's day, December, etc.) they are on 18.000 orders a day!
Insane numbers!
They must have a solid backend setup in order to satisfy such a demand, wow!
Originally Posted by matuloo
They must have a solid backend setup in order to satisfy such a demand, wow!UPDATE DAY#8
Total spend: €429.25
Orders: 0
Swipe ups: 1901
eCPSU: €0.23
Traffic Quality is Crap
At the moment I have the same problem as probably any other performance marketer who tested Snapchat.
Traffic quality is really bad.
Example
Avg. Session Duration for Snapchat traffic is 17 seconds in comparison to 1 minute and 13 seconds for our other traffic sources.
The main reason for this is because I'm optimizing for Swipe Ups because I don't have enough Add To Cart pixel event to start optimizing for it. I need 50 ATCs but 400€ I've received only 14 ATC.
Additional Pixel Event
My ATC Pixel event triggers after a visitor goes from the product page and product generator (3 steps). I need to trigger an event up the funnel otherwise I will need to spend way too much to get to those 50 conversions.
That said, I deployed today another Pixel event that triggers every time someone visits a generator and this 3 steps before the ATC event.
I was triggering ViewContent event but then I noticed that I cannot optimize for ViewContent even if I get 50+ conversion per week.
These three events are available to optimize for.
I adjusted the pixel in a way that ViewContent and SingUp are basically triggered at the same time.
This will probably help me unlock first Pixel event optimization and I hope the algorithm will send more relevant traffic.
Using a unique utm_term parameter for each optimization event ad-set I will be able to check the quality and see if this actually works.
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Right now it really looks bad but I just need to keep on testing.
I've also talked with a few marketers that noticed the same pattern, traffic that looks like bot traffic, and after a few hundred dollars they gave up.
I really believe that is just about manually training the pixel and to do this I need to spend more money and adjust pixel events accordingly.
Talk soon!
Cheers,
wakeboarder
I start Snapchat as retargeting to get my conversion events unlocked first, then add TOFs
I use a CTW max bid strategy where you have 10 ad sets under 1 campaign, same targeting and creatives, just different max bids ranging from $0.10 up to $10.
Leave it running for a day or two and scale up the best ones and turn off the rest.
By doing this you can bid for higher quality traffic and get conversions with simple traffic campaigns.
The approach for WC's is the same, Max bidding for CPA's at 10 price points (i.e. $10, $20, $30 etc.)
Originally Posted by wakeboarder
Why Snapchat?
1. SNAP PIXEL
In January I've installed Snap Pixel and we already have initial audiences for retargeting and Lookalikes.
Snap Pixel - PAGE_VIEW - Auto-created > 60.000
Snap Pixel - ADD_CART - Auto-created > 10.000
Snap Pixel - PURCHASE - Auto-created > 2.000
2. DEMOGRAPHICSwakeboarder
Is there an update to this campaign? Looking forward to seeing how things are going with it!
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