Snapchat expands ad optimisation tools with Commerce Power Pack – Social Samosa

Snapchat’s update adds Dynamic Product Ads for Sponsored Snaps, allowing advertisers to display catalogue-based product ads in Chat, while offering more campaign optimisation options. Snapchat has introduced Commerce Power Pack, a set of performance updates for advertisers ahead of the holiday shopping season. The features are focused on improving product discovery and giving advertisers more options to optimise campaigns around business outcomes. The update includes Dynamic Product Ads (DPA) for Sponsored Snaps, allowing advertisers to display catalogue-based product ads within Snapchat’s Chat surface. The feature is available to advertisers globally. DPA campaigns optimised for Pixel Purchase delivered a 22% improvement in seven-day cost per acquisition (CPA) in a controlled study. The company is also rolling out new optimisation tools under the Commerce Power Pack. Value Optimisation allows advertisers to optimise campaigns for return on ad spend and purchases based on their value. The feature is in beta for web and app advertisers and can be used with Unified Attribution. Third-Party Web Optimisation combines first- and third-party signals to optimise campaigns toward third-party purchase outcomes. The feature is in open beta for web advertisers. Advertisers using Google Analytics saw a 23% lower third-party cost per purchase (CPP) and a 37% higher
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