Wechat Advertising Beginner’s Guide 2017

In this guide, let’s go through the basics of Wechat Paid Advertising from 3 points:

  • Basic requirement
  • Targeting options
  • Different types of ads and their prices

Basic requirement

Required documents to enable Wechat Advertising

  • Valid Chinese Business license
  • Chinese Bank account
  • Enable Advertiser Function on the Wechat Official Account running campaign
  • Confirmed media plan with Wechat
  • Creative materials: image, copy, landing page etc.

Commission fee 

Depends on the yearly advertising budget, the commission fee varies

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

Ads Targeting

Targeting options

I always compare with Power Editor when working on Wechat advertising. Personally, I feel Wechat still has a long way to go with it’s paid ads. For instance, it is not possible to target certain area of the city.

Another thing worth mentioning is that, Facebook pixel tracks user’s activity all over the internet, while Wechat most of the targeting options Wechat offers solely relay on user’s activities on Wechat.

Anyway,  Wechat Advertiser can targeting audience according to Age, Gender, Education, Region, Network, Device and Interest.

When it comes to Interest, there are 18 First Level Interests and 122 Second Level Interests

Screen Shot 2017-05-01 at 17.00.14

Different types of Wechat Advertising

Wechat are constantly testing new forms of ads, read more about recent updates here

There are 3 types of ads display form: Banner ads, Moment ads and Video


Banner

Banner appears on the bottom of Wechat Official Account’s push up post. It is designed for 2 objectives:

  1. Aquire followers
  2. Drive traffic

Aquire followers to Official Account

Screen Shot 2017-05-01 at 17.36.31
Banner ads appears under push up post, above comment section

As showing on the first image above, Banner Ads appears under push up post, above comment section.

The banner consist of 4 parts:

  • Brand logo
  • Brand name
  • Copy of 18 Chinese characters
  • CTA that redirect to advertiser’s OA

 

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

 

Drive traffic to external link

Screen Shot 2017-05-01 at 17.46.07.png

Apart from acquire followers, Wechat banner ads can also drive traffic to external sites, Wechat stores and Customised landing page for campaign purposes.

In these case, the banner will show up at the same location, but without CTA. When user tap on anywhere on the banner, they will be redirect to the final site.

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 advertising

Wechat’s Moment Advertising appears on the fifth position of user’s Moment feed.

The objectives for Moment Advertising are:

  1. Aquire followers
  2. Increase reach for OA posts

 

Aquire followers to Official account

Screen Shot 2017-05-01 at 18.02.25
 Moment Ads appear on the fifth position on user’s Moment feed, the post is labeled as ‘SPONSORED’ on the upper right corner, CTA can be seen under the image

Moment Ads appear on the fifth position on user’s Moment feed, the post is labeled as ‘SPONSORED’ on the upper right corner, CTA can be seen under the image.

Moment Ads has the same component as normal user moment post, although it is clearly labeled as ‘Sponsored’ on the upper right corner of the post.

The ads normally consist of 5 parts:

  • Logo
  • Wechat ID
  • Copy with up to 40 Chinese chracters
  • Image
  • CTA to the advertised OA


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

 

Increase reach for OA posts

Screen Shot 2017-05-01 at 18.08.37
Moment ads can also link to a specific OA post. 

 

Apart from acquire followers for OA, Moment ads can link to:

  • A specific OA post
  • External website
  • Wechat stores
  • Customised landing page

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

 

Wechat Video ads

Wechat support up to 300 second video commercials play, with 15 seconds preview on Moment.

Redirection after the video can be an external sites, or an Official Account

Screen Shot 2017-05-01 at 18.15.18
Wechat video advertising can go up to 300 second video, with 15 seconds preview on Moment.

 

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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