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Snap Inc. wants the ad dollars of smaller businesses, not just giant brands. So today it\u2019s launching its new self-serve ad manager<\/a> for buying video Snap Ads. There\u2019s also the new Snapchat Mobile Dashboard for tracking campaigns from your phone, and the Business Manager site for configuring the roles and permissions of team members.<\/p>\n These tools will roll out in June to everyone in the U.S., U.K., Canada, France, Germany, Australia and more. Until then, they\u2019re in testing with a set of more than 20 businesses, though other companies can apply to be testers<\/a> too. Digiday<\/a> reported last month that the self-serve tool was coming.<\/p>\n Until now, you could only buy Snap Ads through Snap\u2019s sales team or third-party ad tools built on the Ads API<\/a>\u00a0that often charge a fee. The self-serve ad manager will be free with no mark-up.<\/p>\n Snapchat Ad Manager<\/p>\n<\/div>\n Broadening the range of advertisers it accepts could help Snap boost its revenue at a critical time for the startup. It\u2019s about to have its first earnings call next week after going public in March. But slowing user count growth<\/a> due to product changes and competition from Facebook\u2019s apps means it may need to rely on revenue growth to wow Wall Street.<\/p>\n The question will be whether smaller businesses can create compelling video ads for Snapchat\u2019s unique vertical video format and fickle teen audience. Unlike running Google AdWords, AdSense or Facebook\u2019s image and link-based ads, creating polished video ads is much harder for small-to-medium businesses on a short budget.<\/p>\n Snapchat Business Manager<\/p>\n<\/div>\n Here\u2019s a breakdown of the capabilities of the three new Snap business tools:<\/p>\n There are a few things missing that I could imagine Snap adding into these tools. Right now you can\u2019t buy Sponsored Geofilters or Lenses through the Ad Manager, though there\u2019s a separate self-serve geofilters tool. It\u2019s not simple to do advanced A\/B tests comparing different campaigns. And both the Ads Manager and Business Manager could one day jack into your other business software.<\/p>\n Next, I\u2019d expect Snap to launch a business education campaign to teach merchants how to make Snap Ads. Many company owners probably wrongly assume that they need a big following on Snapchat to make it work for them, or that it\u2019s still just a toy for kids. Others might need help learning how to shoot eye-catching video that users won\u2019t just skip.<\/p>\n But any business, big or small, that wants to reach teens, might need to get up to speed. App Annie<\/a> says that 35 percent of Snapchat\u2019s daily users can\u2019t be reached on Facebook on a given day. That percentage rises to 46 percent on Instagram, and 61 percent on YouTube. Snap\u2019s distinct and coveted audience might compel businesses to get with the times.<\/p>\n","protected":false},"excerpt":{"rendered":"![\"\"](\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/05\/1-snapchat-ad-manager-ad-set-audience.png?w=680&h=366\")
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Ad Manager<\/strong> \u2013 Buy, manage, optimize and view reporting on campaigns for all Snap Ad types, including video, app install, long-form video and webview. Organize targeting capabilities, goal-based bidding for swipes or installs and assets like video creative or audience lists like emails and mobile IDs.<\/li>\n![\"\"](\"https:\/\/tctechcrunch2011.files.wordpress.com\/2017\/05\/snapchat-ad-manager.png?w=680\")
Snap Inc. wants the ad dollars of smaller businesses, not just giant brands. So today it’s launching its new self-serve ad manager for buying video Snap Ads. There’s also the new Snapchat Mobile Dashboard for tracking campaigns from your phone, and the Business Manager site for configuring the roles and permissions of team members. Read More<\/a><\/p>\n\n<\/img><\/a>
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