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.
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
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
Wechat Moments Ad Is Able to Link with E-commerce
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
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 Digital Account Manager in Jademond,. She writes about all subjects from China online marketing practices to the latest Chinese technology unicorns. Linkedin or Tweet with her to get the latest updates.
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