Similar to our test on TikTok, we recently have been exploring Snapchat’s Audience Insights tool. Specifically, the tool gives advertisers the ability to see how an account indexes with Snapchats’s Lifestyle Categories. These interests include Sports Fans, Adventure Seekers, Meme Watchers, etc. At the suggestion of a Snapchat rep, we decided to test audiences that this account indexed strongly with to see how they performed compared to our standard practice of targeting broad audiences.
When we take a look at overall performance, broad targeting performed much stronger than the Lifestyle Categories that we selected for the test. In some instances Lifestyle Categories cost per purchases were 162% higher than our broad targeting. Interestingly, broad targeting wasn’t the lowest cost from a CPM perspective, being slightly edged out by the News Watcher audience. However, the lower conversion rate on that audience ultimately led to higher cost per purchases overall.
Unfortunately, Lifestyle Categories weren’t able to beat broad targeting on any of the lower funnel conversion events we were tracking during this test. Although it was a relatively short test, we feel pretty confident in the results and were able to exit the Exploration Phase on each of these ad sets.
Ultimately, we generally recommend that advertisers keep their targeting as broad as possible. It allows the algorithm the most room to both find efficiencies and scale. Focusing on iterative creative testing rather than targeting is the most effective way to increase performance of your advertising efforts. That being said, Lifestyle Categories might be worth testing if you have the time and budget.
In my experience, a handful of ad creatives will usually swallow the vast majority of spend in FB ad accounts simply due to their outstanding performance. And those winners often survive months (and sometimes even years) of testing/new challenger creatives.
In March 2021 we wrote a blog post that looked at view-through conversions versus click-through conversions for a basket of US-based brands. Much has changed since then.