3 Things You Should Know About Wechat Moment Ad

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WeChat, with 750 million DAU, by no doubt is one of the mostly used mobile Apps among Chinese people. Therefore it is considered as a paramount Chinese digital marketing channel for business of all types. WeChat offers three types of advertising solution (know the three Wechat Ad) and among them, Wechat Moment ads is regarded as the best solution to start with. Averagely speaking, a Wechat user check Wechat Moment 10 times per day.

WeChat Moments ads are similar to Facebook news feed ads. It gives users the feeling that their “friends” send an advertisement on their WeChat moments, but with an additional “Sponsored” tag in the upper right corner.

Although Moment ads is likely the most familiar ad option comparing to other solutions, we find there are some misunderstandings towards it. Moreover, Wechat continues grant Moment Ad more features and updates over the time. That’s why there’s a need to update marketers on several critical points and new findings. In the following Jademond lists three:

Threshold on Wechat Moment Ad Is Not 50k RMB

A large number of blogs and posts suggest that the minimum investment on Wechat Moment Ad is 50k RMB (USD 7,400). This has kept some brands from testing out this ad platform. Actually it’s a misleading claim. You can launch two types of ad campaigns through Wechat’s self-serve MP system: Bidding Ad campaign and Scheduled Ad campaign.

For Scheduled Ad campaigns, your Ad is guaranteed with a certain amount of impressions and you’re charged by a fixed CPM rate. If you choose to ad in this way you need a minimum 50k RMB top up for each campaign. However, Bidding Ad campaigns have no such requirement. You bid for impression and are charged by varied CPM. Bidding Ad resembles the common paid ad format you know, and it only requires a min. Daily budget of 1000 RMB.

In summary, you can launch a Wechat Moment Ad campaign as long as you have a budget over 1000 RMB.

Wechat Moments Ad Is Able to Link with E-commerce Platform Now

In the past, to promote product or shop, advertisers add CTAs in the bottom of the Ad, which can be linked to a Wechat Mini Program, a dedicated H5 or a dedicated landing page made from Wechat page template. Among the three, the only “click to buy” option that can be offered was to link the ad to a Wechat Mini Program shop, which requires advertisers/brands to develop a Mini Program shop in the first place. Recently on Aug. 4th, Wechat has added one more feature on ad MP, allowing advertisers to set up an eCommerce mini program shop using a pre-set Youzan B2B template, or linking to a current shop. In this way Wechat provides a ready-to-go eCommerce solution to all merchants. It also conveniences consumers who has real buying request. Advertisers are encouraged to invest in e-commerce ads for a better return.

Leverage A.I Ad Audit Process Smartly and You Can Advertise More Efficiently

Each piece of Ad needs internal audit by Tencent before publishing. Although Tencent doesn’t officially announce machine driven support in ad audit process, there are many indications that it’s conducting machine audit now (Find out more from Jademond’s blog). Steps of audit are illustrated below:

The new audit process benefits marketers and advertisers, because when playing by the rules, they can skip manual audit step and passing the audit in short time, saving much time for ad campaigns. To be more specific, it takes less than 2 days when everything moves smoothly now, instead of 7 days for censorship back in the old days.

As we can see, Wechat Moment Ad is growing with more features and flexibilities. To get continuous yields, you need to catch up with the latest trend, or have someone who’s devoted to share these info with you.


Joy is the Account Manager in Jademond,. She writes about all subjects from China online marketing practices to the latest Chinese technology unicorns.

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