Mini Program advertising space is now online! Starting from 0.5 yuan per click, how to grab traffic bonus?

I finally waited for you, and luckily I didn’t give up...Recently, I got the hot news that the mini program promotion function is finally available! At! superior! Wire! it’s done! Officially named "Mini Program Advertising Space "

WeChat has been making a lot of moves recently. Not long ago, Qinggua Media also mentioned in an article the news that the mini program "Jump Jump" advertising was launched. Soon after, news about the mini program online advertising leaked. Let's take a closer look at what form the mini program advertising is in.

Then, the editor found the “Guidelines for WeChat Mini Program Ad Placement” in the “Introduction to WeChat Advertisement Delivery System”, which indicates that the mini program ads have ended internal testing and can be fully released for promotion. However, there has been no official announcement from the authorities yet. Let’s study what information this “guidance” reveals.

1. How to use the promotion function

1. Advertising is not limited to any scene or location

From the picture below, we can see that whether it is a content mini program, a store mini program, or a game mini program, mini program ads can be placed. In the future, WeChat promotion will provide another traffic channel .

2. The actual playback position is determined by the traffic owner

This is just like when we browse the web or Weibo, we never know where we might see advertisements. In the future, in addition to the carousel image at the top of the mini program, combined with the current mini program ads (there are regulations on ad size, which will be explained later), multiple advertising formats will be combined. The mini program is exactly the same as a web page, except that it cannot have a floating layer.

3. Support two types of promotion and can jump to external links

Currently, the mini program promotion function supports two promotion types:

1) Brand activity promotion ;

2) E-commerce promotion;

After setting the promotion type, the corresponding promotion type will be displayed in the lower right corner of the mini program page advertisement. In addition, currently the ad display only supports the "picture" format. After clicking "picture" , you can jump to: mini program (specified path) and H5 external link (customized) .

2. Advantages of promotion function

Now that you know how to play, you must look at the advantages of this promotion function and what benefits it can bring to merchants.

1. Targeted group segmentation, hit the target users in one shot

The biggest fear when advertising is not reaching the target audience, spending a lot of money but not achieving the desired conversion rate . When creating mini program ads, a total of 14 population segments are provided. In addition to basic region, age, and gender information options, it also provides options for areas such as interests, education, marital status, and mobile phone systems.

The most important one is "Interest", which provides 24 first-level interest tags and 183 second-level tags for selection. The official will help you select potential users based on the users' social tracks (such as public account subscription types) and behavioral performance (such as article reading types) in the past three months. Advertising on mini programs is more accurate, effective and has better results.

2. Support CPC deduction mode

That is, the advertisement display is free, and the advertiser only needs to pay when the WeChat user clicks on the advertisement. Fees are deducted from the advertiser's account balance.

We learned from Qinggua Media, which has already obtained the qualification to place advertisements on mini programs, that currently mini programs only support CPC deductions, and the CPM deduction method has not yet been opened.

The currently known price ranges are as follows:

The effective daily budget range is 50.00-4,000,000.00 yuan/day

The effective range of single click bidding is 0.50-50.00 yuan/click

In other words, the CPC charging model is of great significance to brand owners. We can achieve the best results with the least amount of money, and every penny is spent on real users.

Therefore, I personally think that mini program advertising is more suitable for companies whose purpose is to promote events and conversions, such as: brand customers, e-commerce, tools , etc.

3. You can fill in the original ID of other mini programs

When setting up advertising, in addition to filling in the mini-programs that the official account has been associated with, you can also fill in the original IDs of other mini-programs.

This shows that the accuracy of cross-industry cooperation has been greatly improved. For brands and traffic owners, choosing appropriate cross-industry cooperation can play a more powerful role, whether it is for the promotion of the event itself, the monetization of traffic, or the value-added experience brought to users. It allows brand owners to spend money more accurately and the results are visible.

3. Impact of the launch of mini program ads

For traffic owners, rationally choosing brands or activities that match their mini program users can not only realize traffic monetization, but also bring value-added experience to their mini program users.

For advertisers, it is a great opportunity. They can directly convert users, jump to external links without restrictions, save unnecessary links in the middle, and make users feel the urge to buy through the content. They can convert with just a few clicks! Therefore, how to make this narrow picture well is a compulsory course for every advertiser.

Here are a few points for reference:

1. The overall composition is simple and elegant, with bright and uniform tones;

2. Clearly indicate the brand;

3. Clear selling points;

4. Appropriately use characters (handsome men, beautiful women, celebrities) to attract users from the article.

In addition, do not use words such as "Hot" and "Promotion" in the copy , as they will be censored.

Personally, I believe that the opening of mini program advertising space has brought about a large wave of traffic conversion, which not only allows mini program traffic to generate revenue, but also improves the entire closed-loop system of mini programs. Allow advertising information to split along with the various gameplays of mini-programs (games, content, e-commerce, stores, etc.) to achieve a series of needs such as attracting new customers , promoting activation, and conversion. Advertisers now have an additional promotion conversion channel. Let’s look forward to seeing what the specific results will be.

The author of this article @艾奇sem compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games