Snapchat Introduces Goal-Based Bidding

Snapchat has introduced goal-based bidding for its adverts. It is now possible to specifically target users who are more likely to swipe on ads, thereby hopefully improving engagement and conversion rates. To use the new bidding option, advertisers just need to buy ads through the API, specify that they want to use goal-based bidding and decide how much they value a swipe. The new bidding option gives more control to advertisers. Currently, swipes are the only goal available, but Snapchat plans to launch more goals in the future, such as ecommerce sales and app installs.