Wechat 101: Everything you need to know about Paid ads

Same as Facebook, Instagram and most of the social media channels, Wechat developed paid ads, but in it’s own way.

I have 4 things I want to say before the post:

  1. Jesus Christ, it is so expensive!!
  2. Tencent better shape up their paid ads game soon, seriously! There’s a reason why so few companies are using their paid ads.
  3. There are 2 types of Wechat marketing: one that works for global baller enterprises like Dior or Proscher; And the ones work for local companies, read more here .
  4. Most of the content in the post are coming from Tencent official site, ask me if anything is not clear, because while creating this post, I realise some parts just don’t make sense.

1. Basic requirement

Requirement to enable ads function

  • Advertising confirmation letter signed
  • Ad client signed
  • Business license
  • Advertiser function activated
  • Formal confirmation of the entire media plan (media investment and formats)
  • All required creativities  (image, copy, landing page etc.)

Commission fee 

Depends on how much you spent per year, the commission fee varies

  • 0 – 150K  Euro 15% of total budget spent in the whole calendar year
  • 151 – 300K Euro 12%of total budget spent in the whole calendar year
  • 301 – 400K Euro 10%of total budget spent in the whole calendar year
  • 401K+ Euro 8%of total budget spent in the whole calendar year

2. User targeting options

The options are very limited compare with what you can choose from on Power Editor.

Although if you work with Tencent’s official partners, they promised more ‘optimised targeting’. For example there are 18 First Level Interests and 122 Second Level Interests

Screen Shot 2017-05-01 at 17.00.14


3. 2 types of ads display form

Wechat are constantly testing new forms of ads, for example >> read more here.

There are 2 types of ads display form: Banner & Moment


BANNER

GOALS:

  1. Aquire followers
  2. Drive traffic

  1. Aquire followers to Public account

Screen Shot 2017-05-01 at 17.36.31

LINKS:

  • Pop up ‘FOLLOW’ window
  • CTA ‘FOLLOW’ button display on ads
  • Previously published article

DIMENSIONS

Copy: Maximum of 18 ideograms including punctuation
Image specs: 465X230,  png; jpeg; jpg, max 30KB


PRICE

CPC: from 0,15 Euro to 0,27 Euro
CTR: from 0.97% to 1.50%
CPF: from 1 Euro to 3 Euro
CPC: from  0,15 Euro  to 0,27 Euro

Minimum investment = 10K Euro


2. Drive traffic to external link

Screen Shot 2017-05-01 at 17.46.07.png

LINKS:

  • External website
  • Wechat inapp stores
  • H5: Customised landing page

DIMENSIONS

Ordinary Image specs: 582*166, <30K, JPEG&PNG
Large Image Specs: 465X230,  png; jpeg; jpg, max 30KB

PRICE

Ordinary size banner
CTR: from 0.97% to 1.50%
CPC: from 0,15 Euro to 0,27 Euro

Large size banner
CPM:
Euro 3,30 – Core Cities
Euro 2,70 – Major Cities
Euro 2 – Other Cities 


Moment

Sponsored post shows up on the fifth position of user’s newsfeed

GOALS:

  1. Aquire followers
  2. Drive traffic

  1. Aquire followers to Public account
    Screen Shot 2017-05-01 at 18.02.25

LINKS:

  • ‘FOLLOW’ page of the public account

DIMENSIONS

Copy Specs: max 40 ideograms
Image Specs:  JPEG/PNG of 800×640 pixel (5:4) or 640×800 pixel (4:5) or 800×800 (1:1)  max 300k

PRICE

CTR: from 0.97% to 1.50%
CPF: from 2.50 euro to 4 euro
CPM: from 24 euro (tier 1) to 8 euro (tier 3)

Minimum investment*: 15k euro


2. Drive traffic

Screen Shot 2017-05-01 at 18.08.37

LINKS:

  • Post from Public account
  • External website
  • Wechat inapp stores
  • H5: Customised landing page

DIMENSIONS

Copy Specs: max 40 ideograms, max 4 lines

Image Specs:  JPEG/PNG of 800×640 pixel (5:4) or 640×800 pixel (4:5) or 800×800 (1:1)  max 300k


PRICE

CTR: from 0.97% to 1.50%
CPM: average: from 20 Euro (tier 1 cities) to 6 Euro (tier 3 cities)

Minimum investment*

  • 1 image with internal landing page: 15K euro
  • 1 image with template H5 landing page: 15K euro
  • Up to 4 images with External link (Custom H5): 140K euro

3. VIDEO

Wechat support up to 300 second video commercials play on user’s Moment, with 15 seconds preview in Moment. And a landing page after the video played to either drive traffic to an external URL, or to the Public account

Screen Shot 2017-05-01 at 18.15.18

LINKS:

  • Public account
  • External website
  • Wechat inapp stores
  • H5: Customised landing page

DIMENSIONS

Copy Specs: max 40 ideograms, max 4 lines

Video Specs
6 seconds ≤ 700KB
15seconds ≤1.7MB ;
MP4 ; Main Profile; H.264/AVC; 640×480px; ≤ 800 kbit/s

Full video:
max 300 seconds; ≤25MB, format MP4, H.264 / AVC; 960×720 pxel /  960×540 pxel

PRICE

CTR: from 0.97% to 1.50%
CPM: from 24 euro (tier 1) to 8 euro (tier 3)

Minimum investment

  • 1 video with internal landing page: 28K Euro
  • 1 video with template H5 landing page: 28K Euro
  • 1 video with Custom H5: 140K Euro

If you have more questions, please feel free to ask me via Twitter , or go to consulting page to drop me a message

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