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Wechat Advertising: Running a campaign on WeChat Moments Ads

Posted in WeChat on July 20th 2021
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Vice President and Co-founder at IT Consultis

WeChat users are spending 3x more time on WeChat daily than marketplaces such as Taobao and Tmall. On average, users also open the app 10 times per day! Therefore, WeChat appears as an interesting platform where advertisers can be more visible.

How To Create A Campaign On WeChat Moment Ads

Each WeChat Moments Ad is composed with:

  1. An Ad that appears on WeChat Moments feed

  2. A Call-To-Action present on the Ad itself

  3. A Landing Page that users access after clicking on the Ad

Types of WeChat Moments Ads

There are two main types of WeChat Moments Ads: “Basic Moments Ads” and “Special Ads”. The latter is a more bespoke solution for brands.

For more details about the different types of WeChat Moments Ads, check our previous article :

WeChat Moments Ads 2021 Complete Guide

The Basic Moments Ads Proposed

“Basic” Moments Ads allow brands to display pictures and videos in several ways on the WeChat Moments. With Basic Moments Ads, users can be redirected to features (Mini Programs, Official Accounts, Mini Games, etc...) inside the WeChat Ecosystem and interactions between users and the brand Official Account are possible).

Here are the different types of basics Moments Ads available:

  • Regular Picture Ads

  • Regular Video Ads

  • Card Mode Ads (pictures and/or videos)

The Special Ads On WeChat Moments

Special Ads Moments are typically more expensive, but offer brands many more opportunities to engage with customers than Basic WeChat Moments Ads, such as:

  • External links

  • Practicing A/B testing

  • Special Format

  • Interactive Videos

  • Advertiser Interaction

  • KOL Collaboration

  • 360 Degree Ads

  • Keyword Search Ads

For more details about the different types of WeChat Moments Ads, check our previous article :

WeChat Moments Ads 2021 Complete Guide


Choosing the Best Call-To-Action (CTA)

Overview Of The Different WeChat Ads CTAs...

Call-To-Action (CTA) is the element that invites users to click on and redirect them on a landing page. For WeChat Moments Ads, several CTAs are available. Brands should choose them according to their strategy, products, services, etc...

Here are some examples:

  • “Official Account”: invite people to check and follow the official account

  • “ x% OFF”: invite people to get discounts and promotional coupons

  • “Store Location”: a Location-Based Services (LBS) option allowing people to access the Tencent Map and find a physical store easily

  • “Go to Mini Program”: redirect towards a Mini Program

  • “Download on App Store”: redirect towards the App Store

  • Targeting: CTAs can be displayed only to a certain segment of the brand’s audience for more personalization

....for Different WeChat Advertisements' purposes...

WeChat Ads Moments can redirect the users towards:

  • Mini Programs

  • Online Shops

  • Official Accounts

  • Products and Services

  • Local Stores

  • Mini Games

  • Coupons

...and Data Collection

The first aims of advertisements are driving traffic and increasing conversion. Moreover, data collection is an essential part of the advertisement process.

How is Data collected?

Data is collected each time a user interacts with the ads:

  • Impressions: when the WeChat ad appears in an user’s moments, it is counted as an impression

  • Clicks: the number of users who click on an ad

  • Conversions: users who click on the ad

  • Personal Information

Why collect data?

Based on the data collected, the brand is able to gradually build up, perfect the user profiles and obtain in-depth understanding of their customers. The different tags will then sort users into different segments. Each segment will have a dedicated strategy in order to push better engagement rates.

For example, users in a membership segment could receive exclusive deals and coupons following their interaction with the ads.

Data collection is also useful to collect statistics on potential customers, better target them and decide the best strategy to convert them into clients. A/B testing is for instance a practice used to identify which ads visuals are converting the most.

Creating Your Landing Page

What is the Landing page, where does it appear?

The landing page is the page toward which the user is redirected after having clicked on the ad.

Different landing pages

  • WeChat Canvas

  • Full Frame

  • Mini Program

  • Official Account Homepage

  • Official Account Article

  • Registration Page

  • Coupons

  • Event Details

  • Location-Based Service Store (LBS)

  • App Store

  • External Web Page

  • Etc...

Display Options

Each landing page should contain some necessary information according to the promotion types. There are also different display options available.

*Canvas consists of full-screen experience with creative animations and videos.

Developing a Mini Program for your WeChat Ads Landing Page

Mini Programs are the best option for ads’ landing pages that promote Sales Leads, Coupons, Store, Product or Events.

Mini Programs are not only a good option to redirect users, they also allow you to offer a better experience to your users, develop your private traffic, collect useful users data and draw your future digital strategy.

A better user experience

More than a simple page, a Mini Program offers the possibility to create an entire user journey. Brands can imagine an optimized journey to maximise ads conversions, but not only. The Mini Program can be used for other purposes such as live chat, product catalogue, loyalty program, online payments, etc...

In addition, Mini Program is entirely personalizable, with the advantage of reflecting the brand image and personality.

Develop your private traffic

China is a massive market with many different avenues of opportunity, brands need to be strategic and chose to develop a presence using:

● Public Traffic or Fast Growth Strategy, which leads to high costs and increased growth.

● Private Traffic or Organic Growth Strategy, resulting in lower costs and growth.

The first strategy pairs well with marketplaces like Tmall. If the brand is well known among Chinese customers and has a reputable user base with sufficient budget, it can benefit from Tmall sales. This is a case of Public Traffic.

But if the brand is still new, and wants to conduct more research before launching into a competitive market, a stand-alone website and a WeChat Mini Program - i.e. bringing Private Traffic - can be a good bet. Customizing these channels to meet the business unique needs is the first step.

Private Traffic allows brands to provide users with personalized content as well as collecting data.

Collect useful data

As previously mentioned, collecting data brings value to the brand in multiple ways. Ads analysis allows brands to collect some data, but much more data is collected through Mini Programs.

How Much Do WeChat Moments Ads Cost

Different Measurements of the Cost

WeChat Moments Ads cost can be measured in several ways:

  • Impressions: Number of times an ad has been shown. The KPI used is the Cost per Mille (CPM) ,or cost per thousands of impressions. The CPM equals to the cost/(number of impressions*100)
  • Cost Per Click: The cost per click is computed by dividing the cost per the number of clicks on the ads.

  • Conversions: The conversions are the numbers of users taking a targeted action, for instance registering to a form or buying a product.

  • Return On Ads Spent: The return on ads spent is the revenue from the ads. [Visual to explain the different formulas]

Minimum Spent Set and Payment Options

In terms of minimum spend, you’ll need to commit to 50,000 RMB or around $7,740 USD to start running your WeChat Moments ads.

Knowing this, you can choose either to pay according to (a) the CPM or to (b) the real-time Bidding.

CPM Payment

The CPM option varies depending on the city where the ad is displayed. Tencent recognizes 3 types of cities;

  • Core Cities: Shanghai, Beijing

  • Key Cities (second-tier): Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi’an, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan,Harbin, Fuzhou)

  • Others

Real-Time Bidding Payment

The Real-Time Bidding Payment costs 100 RMB per thousands of impressions, with a minimum investment of 1000 RMB per day.

This bidding option adjusts according to the other advertisers.

Measuring Your WeChat Moments Ads Success

To know if your campaign was successful or not, you should first set the Key Performance Indicators (KPIs) that will define your campaign.

Here are some examples of KPIs you can use:

  • Impressions: number of people who saw your ad

  • Clicks: number of people who clicked on your ads

  • Clicks through rate (CTR): numbers of clicks on number of impressions

  • Engagement: level of interactions (likes,comments,shares...)

  • Cost per engagement: cost of running your ad divided by the rate of engagement

  • Cost per followers: cost of running the ads divided by the increase in followers

  • Conversion rate: conversions divided by the total number of impressions

  • Cost per impression: cost divided by (impression*1K impressions)

Legal Rules To Advertise On WeChat Moments

Registration As A WeChat Advertiser

To be able to post WeChat Ads, brands need first to have an Official Account. Once the Official Account is verified, brands have to register on the WeChat Advertiser Platform and wait for the verification.

The verification usually takes 2 to 7 working days before the Official Account receives the verified advertiser status.

Accounts That Cannot Advertise

Usually, the verification process is simple and does not require a lot of steps. However, please note that brands are not allowed to run ads for the following products:

  • Cosmetics: depilatory products, body shaping, deodorization products,...

  • Food & Wine: health food, sea cucumber, tobacco,...

  • Clothing: wild animal fur, lingerie,...

  • E-business: powerbank, fine jewelry, smartphones,...

  • Financial products: student loans, oversea insurance, stock options,...

  • Gaming Industry: card games, private servers,...

  • Car industry: car loans, antiradar speedometers,...

  • Real Estate Industry: investment, leasing,...

Find here the complete list of forbidden products and services


Some prerequisites for displaying a promotional

Ads should respect the Chinese law

Ads should not violate any kind of law and the image of the society and nation shall not be harmed.


Some expressions should not be used

Brands should not be arrogant about their products and not overclaim about their efficiency. Therefore, ads should not include words like “best”, “highest”, “well-known trademark”, or anything similar.


Content ownership

All images, designs, videos, audios used to create the advertisement should be the brand’s ownership. Consequently, unauthorized third party images and logos shall not be used.


Data displayed

If the brand displays some data about, for example the efficiency of their products, or the satisfaction of their customers, they should be able to provide the survey results. All data and statistics displayed should be accurate and easily understandable.

What About Your Project In China ?

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IT Consultis helps you build excellence in your digital transformation strategy in China. Contact us to know more.

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