WeChat ads is a thriving trend due to its massive reach. It indeed presents a huge opportunity for advertisers to promote a page, website, or app within WeChat.
Certainly, WeChat advertising can bring you desirable results over time with proper understanding and a good strategy.
Firstly, let us answer your initial questions about WeChat advertising.
What is WeChat Advertising?
WeChat advertising is part of Tencent Ad Solutions enabling businesses to spread promotional messages on two major areas – user’s Moment feed or WeChat Official Account articles. In general, this advertising program intends to increase WeChat Official Account followers, drive website traffic, and yield app downloads.
How does WeChat Ads work?
To advertise on WeChat, you must first do these three steps:
- Verify your Official Account
- Check your eligibility first and register as an advertiser
- Top up your ad account
Once you’re all set up, here’s how advertisements are processed from campaign goal-setting to review.
Who are not eligible to place WeChat Ads?
However, not all brands are entitled to run WeChat ads. Particularly, companies or brands belonging to the following categories* are restricted to advertise:
- Overseas real estate investment and leasing
- Bird’s nest, sea cucumber, and similar food products
* This is not an exhaustive list. All cases will depend on the WeChat review results.
What are the types of WeChat Ads?
WeChat has two main ad types:
- Moments Ads
- Official Account Ads
In addition, determining the most suitable ad type for your campaign depends on your goal. If you want to know which type is best for you, schedule a quick chat with us. As an official sales partner, ATC supports WeChat Moments and Official Account Ads.
What is WeChat Moments Advertising?
WeChat Moments Ads are native ads displayed on a user’s Moments feed with an ‘AD’ label in the upper right corner. Generally, this ad type is designed to build awareness or generate impressions.
It had a great start back when it was launched in early 2015. For instance, Coca Cola and Mercedes-Benz were the pioneers among 25 brands that participated in the first-ever testing campaign.
Presently, with the development of WeChat Moments Ads, brands can easily display their promotional campaigns without breaking a sweat.
Furthermore, WeChat Moments ads are equivalent to Facebook ads as it appears on the user’s timeline (or Moments on WeChat).
How does it work?
Moments Ads have two formats:
- Regular Ads
- Basic Card Ads
This ad type uses cost-per-impression (CPM) bidding and also runs on two creatives type – image (banner) or video.
What is WeChat Official Account Advertising?
On the other hand, WeChat Official Account ads appear on WeChat Official Account (OA) articles. This method exhibits a banner look with a call-to-action button and brand information in particular.
Moreover, its goal is to generate clicks and leads with its strategic placements.
How does it work?
WeChat Official Account (OA) ads have two major formats:
- In-article ads
- Bottom ads
This advertising method uses cost-per-click (CPC) bidding and also comes in two formats – image (banner) or video.
WeChat Ads Case Studies
To further demonstrate how WeChat ads work, here are some case studies you can refer to.
Malee: Moments Ads
Moreover, the ads target users based in China.
Maxi-Cash: Official Account Ads
Previously, Maxi-Cash ran an Official Account ad to promote its campaign and gain views. The jewellery brand used an Official Account ad placement to compel readers to its landing page.
The ads aimed at users in Singapore, with a potential reach of roughly 600,000 WeChat users as of 2020.
As shown in the screenshot below, the banner included a clear call-to-action to effectively urge readers to take action.
Travel141: Moments and Official Account Ads
The ads targeted users located in Beijing and Shanghai, which comprises of potentially 43.4 million WeChat users in 2020.
Ready to get started with WeChat ads?
Contact us today to schedule a quick chat soon. Asia Travel Club is a WeChat Official Sales Partner offering WeChat marketing solutions to businesses across the region. This includes WeChat Official Account setup and verification, Moments and Official Account advertising, mini program development, and WeChat Pay integration.
More about WeChat Marketing
- WeChat Official Account Features
- WeChat Mini Program Ideas for E-commerce
- Case Study: Jin Air’s Verified WeChat Official Account
- Case Study: Schneider Electric’s WeChat Mini App for B2B Marketing
About Asia Travel Club
Asia Travel Club (ATC) is Asia’s leading Influencer Marketing Agency connecting Influencers with brands across China, Korea, Japan, Singapore, Malaysia, Thailand, and Vietnam.
Since 14 Jan 2019, ATC has attracted more than 3,000 influencers with 380 million followers to come on board with us and has successfully launched more than 50 campaigns for brands and ATC Hotel Partners – Shangri-La Hotels & Resorts, InterContinental Hotels Group, Accor Group, Wyndham Hotel Group, and Cititel Hotel Management.
ATC is also the Official Sales Partner of WeChat, TikTok, and 抖音(Douyin).
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IH Digital, IH Singapore, and Digital 38 are members of the IH Digital group.