It’s no secret that Snap Inc has struggled in the eyes of investors since their IPO earlier this year. While the stock price has dropped, Snapchat’s Ad features and functionality have seen major upgrades. On Friday, Snapchat announced a new Advanced Mode for Ad Manager that looks to mimic Facebook’s Power Editor quite closely.
The new tool helps to automate time-intensive tasks, with a goal of helping advertisers scale their efforts. This includes:
- Bulk campaign & ad set creation
Advertisers will be able to instantly create campaigns, ad sets and ads by using a spreadsheet and importing directly into Ads Manager.
- Audience library
Now Snapchat audience lists can be created and saved. This will be a boon for marketers, as it will significantly cut down on future setup efforts.
- Media library
A library now exists where advertisers can store videos, images and ads for quick use on future campaigns.
- Automatic ad permutation testing
This tool allows for the creation of hundreds of permutations of ad creative and custom audience variations.
- Better reporting
Now reports have in-table pivoting across all dimensions and the ability to customize exports.
This is a big step up for Snapchat, as (much like Facebook’s Power Editor) it takes their ad platform to the next level from an ease-of-use standpoint and away from manual effort. With the release of Snap Publisher last month, Snapchat is pushing their platform ahead at full speed.
Advanced Mode is active for select advertisers and will have a wider release this month. To enable Advance Mode, simply click on Advanced inside Ads Manager.
For more information, see the official blog post from Snapchat.