What is the billing method for Weibo Fans Pass? How to place Weibo Fans Ads?

1. Weibo Fans Pass Billing Method

1. Real-time bidding:

1. CPM: The fee is calculated based on the number of times a Weibo post is exposed in the user's information flow (thousands of people);

2. CPE: Billing is based on the effective interactions on Weibo in the user’s information flow (interactions include: forwarding, clicking on links, following, and adding favorites).

Note: Custom targeting and data market targeting for blog post promotion do not currently support this bidding method;

2. Bidding rules:

1. The fee is determined by the real-time bidding situation and will be affected by the next bidder;

2. The quality of promotional information and the bid jointly determine the number of people covered. By improving the quality or bid of promotional information, more people will be covered (the quality of promotional information is related to social relationships, relevance, and popularity).

Note: Customers can set daily delivery costs to ensure control of the budget, and the bid cannot be lower than the system starting price.

2. How to apply for Fan Pass?

Contact Qinggua Media to open an advertising account and place advertisements .

3. How to place advertisements on Weibo Fans Channel ?

1. Advertising material production

To achieve better results on Weibo advertising , you need to have an excellent advertising creative idea. Therefore, advertisers should pay attention to the following points when placing advertisements:

①Creative copywriting

Weibo ads are mostly presented in the form of pictures, texts or videos, so creative copywriting is very important. The copy needs to grasp the key points of brand or product promotion, which can be an introduction to product functions, communication of brand concepts, introduction to promotional activities, etc.

Weibo advertising has a very good advantage, which is that you can use current hot content for promotion at any time, such as hot topics, celebrity gossip, popular events, etc., use these hot spots to catch the user's attention, and the copywriting creativity will come out.

②Exquisite illustrations

We have said that Weibo ads are mostly text and pictures, so beautiful pictures are indispensable. Combined with the user's browsing and posting habits, beautiful pictures, long pictures, funny pictures, etc. can attract the user's attention very well, and at the same time add a lot of color to the copy.

③ Suitable landing page

Our advertisements are all designed to attract more users to click on them. If users are interested in your advertisements, they will click on them. However, if your landing page design is sloppy, users will not buy into it. Appropriate landing page design is the key to advertising conversion.

2. Crowd targeting

FansTong advertising has a targeting function. When targeting the audience, you need to filter according to the user's gender, age, region and other attributes. You can also set interest tags to filter the target audience. A more commonly used method is to use the account-specific similar fan function and interest map to attract some influential big V fans, greatly improving the advertising conversion rate.

3. Bid setting

①CPM

If you have relatively high requirements for exposure in the short term and have high requirements for the accuracy of the user group, it is recommended to give priority to the CPM bidding method, such as: strong regionalization, limited-time promotions, new product launch promotions, public relations, etc.

②CPE

If your promotional content is relatively long-term and does not have strict requirements for exposure, you can try CPE delivery.

③ Bidding and deduction

Both CPE/CPM bidding methods will eventually result in mixed bidding.

The actual CPE/CPM deduction is determined by your quality score and the quality score of the person below you, as well as the bid of the person below you.

4. Suggestions

Recommend new users to use CPM to expose the advertising creativity first, and then adjust the bid, creativity and audience targeting based on data feedback. If you choose CPE from the beginning, once the interaction rate is low or the bid is low, it may not be exposed. In that case, there will not be enough data to analyze the plan and guide the subsequent advertising.

Well, that’s all for this issue. If you have any related needs or suggestions, you can also contact Qinggua Media. We hope to bring more help to friends in need.