Snapchat Dynamic Product Ad (DPA) Campaigns

General

Dynamic Product Ad (DPA) is a Snapchat campaign subtype in Flight Control that lets you promote products from your Snapchat product catalog by automatically generating personalized ads. The ad updates dynamically based on product data, and Snapchat determines which product to show for each impression in real time. 

Snapchat DPA campaigns require you to create and manage a product catalog and product set in your Snapchat account. 

Note: You can create a product catalog feed source in Flight Control for Snapchat by combining a product feed with an existing Flight Control creative, which allows you to customize the product images in your Snapchat catalog.

Before creating Snapchat DPA campaigns in Flight Control, you must create a campaign in Snapchat with the following configurations:

• A Sales objective
• Dynamic Ads enabled
• A product catalog selected for the campaign
• A product set selected at the ad set level

Prerequisites 

• Integrate with a Snapchat advertising account.
  • Note: You must have Organization Admin access to your Snapchat advertising account.
• Create or use a pre-existing catalog and product set in Snapchat, and assign the product set to the relevant ad set(s).
• Create a campaign in Snapchat with:
  • a Sales objective. 
  • Dynamic Ads enabled.

Snapchat (DPA) Campaign Workflow

Once you've started a new campaign by clicking Create from the Campaigns page and selecting Snapchat > DPA Campaign as the campaign type, follow the steps below to set up and activate your Snapchat DPA campaign in Flight Control.

At a high level, the setup process follows the steps outlined in the campaign header:

1. Configure General Campaign Settings
2. Sync Snapchat Ad Sets with Flight Control.
3. Set Up the Campaign Logic.
4. Generate and Render Ads.
5. Publish Ads.
6. Activate the Campaign Version.

Detailed Campaign Setup and Activation Workflow

1. Configure General Campaign Settings

The Campaign Homepage is the first step of the campaign, where you can: 

1. Add a campaign description.
2. Select any premium services (e.g., Sports, Weather).
3. Add campaign tags for reporting purposes.

2. Sync Snapchat Ad Sets with Flight Control

1. Navigate to the campaign's Ad Sets step of the workflow in the Header.
   • This is where you can connect your Flight Control campaign to the Snapchat advertising account.
2. Click Add.
3. Select a Snapchat account.
4. Select a Snapchat campaign.
5. Click OK.
   • This process can take a few seconds. Once finished, all connected Snapchat campaign ad sets will be displayed.

3. Configure the Campaign Logic

1. Go to the Campaign Logic step in the campaign header.
   • This is where you can configure your decisioning logic to toggle ads on and off in Snapchat.
2. Add and connect decision cards to your campaign card as needed for your strategy:
   • Content Selection Card - This card selects a content item from a content feed to display in an ad using a specified selection strategy.
   • Condition Card - This card conditions by one or more attributes (usually ad sets/groups) and selects which card output and creative to use for an impression.
   • Schedule Card - This card lets you perform campaign actions like dayparting and other date/time ad-serving specifications.
   • Distribution Card - This card lets you break out different ad creation paths when there is specific creative and/or campaign logic associated with certain ad sets.
3. Add creative cards to the campaign. Each creative card defines a dynamic product ad. Standard creative attributes, such as headline, call to action, and so on, need to be added. Unlike creative cards in other campaign types, you don't select creatives used in the cards from your Creative Library. Instead, the images are pulled from your Snapchat product catalog.
   1. Select the Single Image ad type.
   2. Continue setting up the creative cards. See the table below for information on fields in Snapchat DPA campaign creative cards:

Field Name	Description
Ad Name	Allows you to define the name of the ad that will be created in Snapchat. If nothing is inserted, the creative name will be used.
Select Public Profile	Lets you select a Snapchat public profile to publish the ad to. For information on public profiles, see Snapchat’s What is a Public Profile on Snapchat?
Brand Name Optional	Lets you change the public profile name displayed in the ad.
Headline	Lets you enter a headline for the ad.
Call to Action	Use this to show a button or link in the ad that represents the action you want the user to take. Select from a list of predefined CTAs.
Switch to Standard Button Color	When toggled, this option replaces the ad’s call-to-action button color set in your public profile settings with Snapchat's default color.
Template Fields	Lets you select between two radio buttons, which determines whether the creative has a static caption or dynamic fields that use values from the product catalog: Static Caption and Dynamic Fields (selected by default).
Static Caption Text	Lets you enter text for the ad’s static caption. You can use macros in this field, and it’s displayed when Static Caption is selected.
Dynamic Field 1	Lets you select a dynamic field to use from a list of product catalog fields (Title, Description, Price, Sale Price, Availability, Condition, Brand, Age Group, Color, Gender, Product Type, Size, Custom Label 0-4). This field is displayed when Dynamic Fields is selected, with Title as the default selection. The selected field's value populates and displays in the ad preview.
Dynamic Field 2	Lets you select a second dynamic field to use from a list of product catalog fields (Title, Description, Price, Sale Price, Availability, Condition, Brand, Age Group, Color, Gender, Product Type, Size, Custom Label 0-4). This field is displayed when Dynamic Fields is selected, with Price as the default value. The selected field's value populates and displays in the ad preview.
Click Trackers	Lets you enter up to five click-tracking URLs for the creative. These third-party click trackers must come from vendors approved by Snapchat. You can use macros to dynamically insert tracking URLs from your campaign’s feeds and placements.
Impression Trackers	Lets you enter up to five impression-tracking URLs for the creative. These third-party impression trackers must come from vendors approved by Snapchat. You can use macros to dynamically insert tracking URLs from your campaign’s feeds and placements.
Enable Snapchatters to share the ad with their friends	When toggled, this option lets Snapchat users share your ad with their friends.

Step 4: Generate and Render Ads

Once the campaign logic has been set up without any errors, the Generate Ads icon on the far right section of the header will become highlighted.

You must now generate all possible ad variations (outcomes) from your campaign map logic:

1. Click Generate Ads within the campaign's header to start the process of generating ads. Once ads have been generated, the system will automatically start rendering the ads.
   • You'll be directed to the campaign's Ads step once ads start generating.
2. Review your rendered ad variations within the Ads table.
   • Note: These are simulated social media previews. Minor preview discrepancies may exist before publishing ads to a social media platform.
3. Optional. Update ad variation elements individually or in bulk as needed (examples: primary text, headline, and CTA changes).

Note: The campaign logic will be locked once ad generation begins. Changes made to the campaign's feeds or creatives won't affect the campaign unless you click Generate Ads again.

5. Publish Ads

Once all ads have been automatically generated, the Publish icon on the far right section of the header will become highlighted, indicating that ads are ready to be published.

1. Click Publish to upload the generated ads to the Snapchat platform. This will bring up the Publish Ads window, where you can:

   Review the number of ads being published, updated, or deleted between the last version and the current version being published. Choose whether to pause all ads from the previous version or keep them running until the new version activates. Decide whether to permanently delete or simply turn off ads marked for deletion in the connected social media account. Choose whether the campaign version should activate automatically after ads are published, with options to enter a custom version name and description. Schedule a future activation time and determine what happens if ads fail to publish or are rejected by the social platform. Select how you want to activate the campaign: Once the first ad is approved (Recommended) Once all ads complete the review process, and at least one is approved Only if all ads are approved Click Publish and Activate or Publish, depending on the previously selected activation settings.

   2. Await the "published" status for all ad variations in the Ads step.
      • Note: Campaign version actions are disabled while ads are being published to social media platforms.

If publishing is successful, all ad variations in the Ads step will display a "published" status, and their social media platform ad IDs will populate. At this point, Flight Control uses actual social media placement renderings for creative previews.

Ads published to social media platforms are paused until you activate your Flight Control campaign, which is outlined in the last step of the workflow.

6. Activate the Campaign Version

Once ads are successfully published, the Activate icon on the far right section of the Header will become highlighted, indicating that the campaign version is ready to be activated.

To activate the campaign version:

Click Activate in the campaign Header. The Activate Ads window will be displayed. Optional. Enter a custom version name. Optional. Enter a version description. Select the Set time for future activation  checkbox and enter a day and time for the version to activate on. To cancel the scheduled activation, click the "x" symbol of the Scheduled Activation badge in the campaign header. You can then click Activate to initiate or reschedule activation. Select how you want to activate the campaign: Once the first ad is approved (Recommended) Once all ads complete the review process, and at least one is approved Only if all ads are approved Click Activate.

The campaign version will be activated and "locked" by default after activation occurs. Once a campaign version is activated, Flight Control will begin serving ads on Snapchat, toggling ads on and off according to your campaign map configurations.

Important: Once your campaign is running on the social platform, you must make changes to Flight Control-related ads directly within Flight Control, not the social platform. Otherwise, unintentional changes and data overwrites may occur.