The fee runs from the date the project is opened until invoicing on the first of each month, or until you archive or pause. Weekly reports in the first month cover reach, impressions, engagements, clicks, and likes. The month-end report adds the next month’s strategy.
Snapchat Advertising
Snapchat AdvertisingSnapchat ads for a younger audience, with retargeting.
Paid Snapchat campaigns and retargeting, under your agency's name. The summary describes a photo-messaging audience that is hard to reach on larger platforms, mostly Gen Z and millennials. Ad spend is billed separately.
What the summary says Snapchat is for
Results are best when the objective is specific. Sending people to a relevant landing page is described as highly effective. The landing page is not in this fee.
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A younger audience, less crowded
The summary says Snapchatters are largely Gen Z and millennials, with over $4 trillion in global spending power, and that they are not reached the same way elsewhere. It also says Snapchat is less saturated than Facebook and Instagram, so there is less competition.
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The cost comparison it cites
Maple (Ben Kazinik, 16/01/2024) and Neil Patel are cited for this: the average cost per impression of a Snapchat ad is almost half that of a Facebook ad. That is a published comparison, not a rate for one account.
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Objectives you can set
Brand awareness, website traffic or app installations, engagement, video views, lead generation, website conversions, and sales.
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Retargeting tools on Snapchat
A Custom Audience for the people with the most potential. A campaign that builds the email list for later marketing. Pixel on the website, to track, record, and report traffic that came from Snapchat.
Features
Six ad types, without naming a menu
The summary says that a few years ago there were 3 Snapchat ad types, and that there are now 6. It does not name the six. The campaign uses the types that fit the objective.
Awareness
Brand awareness, when the job is to be seen by that younger audience.
Traffic and apps
Website traffic or app installations. A landing page can receive the click. Ordering that page is separate.
Engagement and video
Engagement and video views, reported with reach, impressions, clicks, and likes.
Leads and sales
Lead generation, website conversions, and sales. Pixel is added when it applies, so those actions can be tracked.
How it runs
A brief, then a quality review before anything is live
The first month has weekly reports. Every month ends with a report that includes the next month’s strategy and ideas for improvement.
How the fee and the budget work
Ad spend is billed separately. Use the briefing documents before you open the project, so a delay is not billable. A landing page is not included. Email nurture is not included. Reaching people over 35 is a limit the summary names: over 80% of Snapchat users are under 35.
What we do, and what we need from you
You keep the client. We do not contact them. The reports are yours to pass on.
| Task | Your agency |  |
|---|---|---|
| The briefing meeting and an agreed Snapchat brief. | ||
| Help creating a Snapchat account if the client does not have one. | ||
| Pixel on the website when it applies, plus Custom Audience and email-list campaigns when the brief asks for them. | ||
| The campaign, the ad sets, and the ads, sent for a quality review before they go live. | ||
| Internal reviews and adjustments, weekly reports in the first month, and a month-end report with the next month’s strategy. | ||
| The goals and the client detail, in the briefing documents, before the project is opened. | ||
| Snapchat and ad-account logins. | ||
| A quality review of every ad before it goes live. | ||
| The reports, sent on to your client. | ||
| A separate order for a landing page, or for email nurture. |
Older audiences are the hard part
The summary says reaching older audiences is challenging, because over 80% of Snapchat users are under 35. The work stays inside the client’s budget, using practices the team already runs and the strategies the brief allows.
The ad-type menu has grown from 3 types to 6. The summary does not list the six names. We use the types that match the objective.
When the Snapchat campaign has worked
You can continue Snapchat. The summary also offers Facebook advertising, Instagram advertising, and email marketing. On Facebook, that means an email list and Pixel data for traffic from Facebook. On Instagram, an email list, and the tag data the summary calls Insight Tag, so the engaged audience is clearer.
Email that keeps the audience in conversation is not part of this fee. The copy team can write it as a separate order.
How agencies usually sell it
The summary’s five points: offer ads across more than one platform, mark the fee up so the margin is yours, talk about less competition and a lower cost than larger platforms, offer a strategy conversation so the goal is specific, and make clear the campaign is tailored to that client. An Instagram campaign is the upsell it names after Snapchat has worked.
Agencies often add these
Frequently asked questions
Agencies selling Snapchat advertising and retargeting, especially when the client wants a younger audience.
Shall we start Snapchat Advertising under your name?
You keep the client. We plan, build, and retarget the campaigns, and the month-end report includes the next strategy. Ad spend stays separate from the management fee.