Snapchat has updated its Ads Manager to simplify campaign creation for small and medium-sized businesses (SMBs) by reducing the number of ad objectives from eleven to five. The new objectives are:

Ad Objectives

1. Awareness & Engagement

This objective focuses on reaching Snapchat users and generating interest. It supports ad formats such as single image or video ads, story ads, collection ads, commercials, and AR ads.

2. Traffic

Designed to direct users to a specific website or app, this objective helps drive clicks and increase landing page views. Supported ad formats include single image or video ads, story ads, collection ads, and AR ads.

3. Leads

Ideal for capturing contact details from interested users, this objective supports single image or video ads, collection ads, and story ads.

4. App Promotion

Aimed at encouraging app installs and re-engagement, this objective supports single image or video ads, story ads, collection ads, and AR ads.

5. Sales

This objective targets catalog sales, website conversions, or app re-engagement. Supported ad formats include single image or video ads, story ads, collection ads, and AR ads.

Implementation Timeline

The new objectives will roll out from July to September. Existing campaigns will automatically transition to the new objectives by mid-September. Advertisers using bulk sheets will need to update the objective enum they use. Cloning functionality will remain consistent, and edits to existing campaigns will still be possible. However, the "Switch to Previous Version" option will be removed before the full transition in September.

The update has resulted in an 85% increase in SMB advertisers year-over-year, indicating a positive reception and effectiveness in simplifying the ad creation process.