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Shopify Snapchat Rolls Out Improved App Promotion Options
Snapchat rolls out new, improved, and enhanced app promotion options for advertisers, which boost visibility and engagement with new tools and features.
Snapchat is releasing a new set of enhanced app promotional options to enable advertisers to fully capitalize on the campaign results. With the “App Power Pack,” Snap is releasing new ad units, updated bid options, and new advanced targeting for both SKAN (privacy-safe iOS install measurement) and legacy campaigns.
Sponsored Snaps Expansion
One of the major updates is the introduction of Sponsored Snaps, which allow an app advertisement to be showcased directly within a user’s Snap inbox.
This form of advertising was introduced last September, but with much skepticism as to how the users would respond, given that users felt private spaces should be respected.
Nonetheless, Snap reported very little disruption to the user experience, which has led to the expansion of Sponsored Snaps into more ad formats.
The ability to combine app advertisements with messages from users gives advertisers a unique and very personal space to boost engagement, which could lead to heightened responsiveness and installations.
Target Cost-Per-Acquisition Bidding
Snapchat has also begun to implement target cost-per-acquisition (tCPA) bidding, which allows marketers to set precise CPA targets and allocate budgets.
Snap elaborates:
“Snap’s Target Cost-Per-Acquisition (tCPA) bidding empowers brands and agencies to set a target CPA and budget, with our system dynamically optimizing delivery to serve the right ad to the right person at the right time.”
This flexible bidding strategy has provided advertisers with more control over advertising spending and enhanced cost management within specific campaigns.
New App End Cards
Users can take advantage of the new App End Card feature, which automatically appends an additional segment to Snap Ads and Story Ads.
These End Cards pull two preview images of the app from the App Store, enabling Snapchat users to enjoy a richer and more detailed preview of the app prior to installation.
According to Snap:
“App End Cards automatically add an additional segment to both Snap Ads and Story Ads, pulling two images from the App Store to provide Snapchatters with a more detailed app preview.”
Playable App Ads
In a further rollout of this feature, Snapchat is also introducing playable app ads, which permit users to sample a game or an app within Snapchat so they do not have to exit the platform.
This experiential aspect can increase user interest and conversion drastically.
Bottom Line
Snapchat is strengthening its position as a prominent advertising platform for app marketers targeting the youthful, active demographic with the new ad formats and optimization tools.
