[Guide] Use Snapchat now to boost your year-end sales

At the start of 2020, Snapchat had more than 13 million users in France. With a mature advertising platform offering enriched formats, reliable measurement tools and effective tracking tools, the platform is ready to serve advertisers’ branding & business logics. The arrival of DPA (dynamic retargeting) further reinforces the platform’s strengths in supporting e-commerce activity.

In a practical guide format, we propose a three-step rollout plan to accelerate on Snapchat and seize every opportunity at the end of the year.

Pixelise your site now to collect qualified audiences

Before starting campaigns, it can be worthwhile to begin with tagging. We recommend working out precise tagging plans on your site in order to categorise journeys and actions and carry out a qualified collection of visitors. You will thus store in your Snapchat ad console clusters of intent-showing users to reuse, either to reactivate them directly at the bottom of the funnel or to use them as marketing lookalikes.

Deploy your product catalogues to test dynamic retargeting

To make the best use of these audiences if you are an e-merchant, it is worthwhile to have product catalogue feeds integrated into Snapchat to allow dynamic retargeting (DCO or DPA). This will let you re-engage your best visitors on the products where they did not complete the transaction. It is a very good way to extend contactability and thus recover unfinished sales. Note that feed set-up can have certain specificities that are best addressed upfront.

Go into prospecting on your commercial peaks by taking advantage of the platform’s economical inventories

Once you collect your site’s audiences who use Snapchat and use these audiences in retargeting, it becomes possible to go into conquest using this knowledge. First by using the marketing lookalikes of your best visitors. This will let you address the profiles of Snapchat users who resemble your best customers / prospects. Then you can feed your Snapchat campaigns with your first-party, GDPR-compliant data on customers to reactivate or on the marketing lookalikes of your best customers (in revenue, purchase frequency or other).

On your commercial peaks, it can be worthwhile to address these campaigns first to these populations to maximise site traffic and then feed all the remarketing levers from the start of the campaign.

Prospecting on Snapchat is interesting notably given the platform’s very competitive delivery costs (2 to 3 times cheaper than on Facebook / Instagram on certain targets) and the quality of the traffic generated if you manage your campaigns on arrival on site.

A few points of attention to plan for:

Watch the creatives. Snapchat is a universe of Stories consumption; it is important to work these short formats well to hold attention and generate the desired action (traffic, purchase, etc.).

Watch tagging and performance measurement. It is easy to observe abnormally high bounce rates on Snapchat; this is often a tagging or Google Analytics analysis flaw.

Do not forget offline. Snapchat has very high-quality geolocation; it is possible to integrate the platform into drive-to-store logics for retailers.

The Snapchat experts of the tigrz team are at your disposal to discuss our best cases and adapt our methodologies to your needs.

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