WeChat advertising traffic 618 e-commerce promotion delivery guide is released!

The 618 e-commerce promotion is approaching, what new capabilities does WeChat advertising provide? What are the essential traffic information and delivery methods? The WeChat traffic guide for the 2019 618 e-commerce promotion is freshly released for your reference.

1. Make use of traffic scenarios to enrich customer acquisition methods

Relying on the 1.1 billion monthly active users of WeChat and Wechat, WeChat advertising traffic maintains a strong growth trend, providing a solid traffic foundation for e-commerce customers. At the same time, two new traffic scenarios, namely, video patch ads in official account articles and interstitial ads in mini-programs, will add billions of exposures and help e-commerce advertisers enrich their customer acquisition methods.

What traffic opportunities are there in the three major resource scenarios of WeChat Moments, official accounts, and mini programs? Let's analyze them one by one:

2. Updates to diversified advertising styles help e-commerce companies improve ROI

In preparation for the big promotion, WeChat Ads has continuously updated its ad styles, helping e-commerce companies improve their advertising effectiveness in all aspects, from outer click-through rates to inner conversion rates.

Capability 1: Basic card ads in Moments directly jump to Maple Page landing page

In the past, when advertising in WeChat Moments, most of the purchases were achieved through the native promotion page and then the Maple page landing page. Through the ability of basic card ads to directly jump to the Maple Page landing page (Tencent advertising e-commerce website building tool) , the outer layer click can directly go to the Maple Page landing page, effectively reducing the intermediate conversion path and improving advertising effectiveness.

A men's clothing advertiser used this capability to increase its reach by 30%, CVR by 20%-50%, and sales by 15%.

Schematic diagram of the process of jumping directly to the maple page landing page of the basic card advertisement in the circle of friends

Capability 2: Elegant large pictures and video ads at the bottom of the official account, supporting bidding (under internal testing)

The elegant large pictures and elegant video ads at the bottom of the official account support bidding purchases, which not only allow advertisers to display richer product information in the form of elegant large pictures and videos, but also effectively use the space at the bottom of the text to attract attention and drive more conversions.

(Note: Elegant large picture bidding has been fully launched; Elegant video bidding is in internal testing. For further testing information, please contact the corresponding operation manager or WeChat advertising assistant)

Elegant large pictures and video ads at the bottom of the official account

Capability 3: Mini Program incentive advertising adds video audio playback and advertising window (internal testing at the end of May)

Incentive ads appear in the mini-program (including mini-game) scenes. After users actively trigger the ads and watch the video in full, they can receive corresponding rewards. This form of interactive advertising helps advertisers convey product information more completely and gain more exposure.

During this year’s 618 promotion, incentive-based advertising has added new capabilities for video and audio playback and ad showcases , helping advertisers present products in a richer dimension and achieve higher conversions.

• Audio playback: Based on the user's active turning on of the phone system sound, video ads can be automatically played with audio.
• Advertising showcase: A new shelf showcase is added below the video, which allows users to pull up the showcase to view product images and details in the video. This provides more clickable conversion areas for ads, helping to improve backend order conversions.

(Note: This feature will be launched in internal testing at the end of May. For further testing information, please contact the corresponding operations manager or WeChat advertising assistant)

Mini Program (Mini Game) Incentive Advertising

Capability 4: Add a new graphic card style to the bottom advertisement of the official account

In order to further meet customers' needs for public account promotion, a new style of advertisements at the bottom of public accounts has been launched to increase the display of friends' attention data, public account original article data, and public account description information to increase the click-through rate of advertisements.

New style of advertisement card at the bottom of the official account

Capability 5: Add a new shelf component to the native promotion page (under internal testing)

The native promotion page is a full-screen immersive promotion page unique to WeChat advertising. Advertisers can use the native promotion page to deliver detailed price, product performance, and event information to better attract users to complete conversions.

In order to meet advertisers' demands for more diverse product display during the promotion period, shelf components have been launched on the native promotion page, which attracts users to browse the native promotion page through a display method that is closer to e-commerce products.

The product name and price (optional) make it easy for users to obtain basic product information, and each product is accompanied by an action button (supports jumping to mini program/H5 external link/App download), allowing users to seamlessly transition from "browsing" to "buying".

(Note: This feature is in internal testing. For further testing information, please contact the corresponding operations manager or WeChat advertising assistant)

Illustration of the native promotion page shelf component

3. Upgraded intelligent delivery capabilities help e-commerce promotions achieve their goals

The effectiveness of advertising has always been the biggest concern of e-commerce advertisers. In terms of delivery capabilities, WeChat advertising has also been completely upgraded to help advertisers achieve more satisfactory results.

4. Six major delivery guidelines help to continuously gain volume

The advertising during the e-commerce promotion period is mainly divided into the warm-up period , the outbreak period and the return period . It is recommended that advertisers conduct advertising testing and optimization in six major directions: materials, targeting, bidding, traffic, budget and landing pages .

From the perspective of advertising, the 618 battle can be described as a competition between "quantity" and "quality". Only by choosing the right traffic scenario can you lay the traffic foundation for sales conversion; only by using the right delivery strategy can you ensure the quality of traffic, reach more users who are likely to convert, and ultimately achieve the goal of big promotion.

Through the above new capabilities, WeChat advertising provides strong support for e-commerce in terms of both "quantity" and "quality". There are more new ways to play, and we look forward to more e-commerce advertisers trying to unlock them together.

Author: WeChat Advertising Assistant

Source: WeChat Advertising Assistant