Snapchat Launches New' Campaign Lab' to Help Guide Marketers on Best Snap Ads Approaches

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A new article on Social Media Today reports that Snapchat is looking to provide more guidance for brands seeking to maximize their Snap ad performance with a new element called 'Campaign Lab.' Available within Snap Ads Manager, it will enable marketers to run split tests, view full results, and get recommendations on next steps.

The new Campaign Lab provides access to all of Snapchat's various split testing options and tools, with separate screens for testing and results

"We strongly believe every advertiser should run scientific experiments on their marketing campaigns to get insights into what's working best for them. This is why we launched Split Tests in Ads Manager in 2020. Today, we're excited to announce Campaign Lab, a new section within Ads Manager where advertisers can easily set up and act on scientific campaign experimentation in a completely self-serve way. It includes actions, insights, and learning agendas to help you understand where to start your tests, form hypotheses, identify what's working, and take action accordingly to inform your campaign strategy. Campaign Lab is easily accessible from the Ads Manager navigation bar. In the Experiments tab, advertisers can create new Split Tests (within the Advanced Create flow), and see customized recommendations in the Learning Center."
You can access Campaign Lab from the 'Analyze' section of the Snapchat Ads Manager navigation menu, which will take you through to the main screen. The main window will also display a listing of recommendations based on previous tests as to what steps to take next. Within the Results listings, you'll also be able to see more in-depth data on each of your tests, helping to refine your focus.<

While you'll also be guided towards next steps based on that data, making it easier to understand the best approaches.

It could be a handy tool for refining your creative assets, which is probably particularly helpful on Snapchat, where winning creative is key to holding audience attention.
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