How much money is appropriate to invest in WeChat promotion? How is it charged? What types of promotions are there?

Public account ads include: bottom ads, video patch ads, and mutual selection ads

1) Bottom Ads

Supported promotion types: e-commerce promotion, public account promotion , brand event promotion , APP promotion , card and coupon promotion

Charging model:

CPC bidding: bid 0.5 yuan to 20 yuan, budget 50 yuan to 4 million yuan

CPM scheduling: Bid 25 yuan for core cities/20 yuan for key cities/15 yuan for ordinary cities, budget starts from 1,000 yuan

2) Video patch ads

Supported promotion types: public account promotion, brand event promotion, APP promotion

Charging model:

CPM bidding: bid 10-100 yuan/CPM, budget 200-4 million yuan

CPM scheduling: Bid 25 yuan for core cities/20 yuan for key cities/15 yuan for ordinary cities, budget starts from 1,000 yuan

3) Mutual selection advertising

Supported promotion types: public account promotion, brand event promotion

Public account mutual selection ads are presented in public account articles. It is a delivery model in which advertisers and traffic owners can freely reach advertising cooperation through two-way mutual selection on the WeChat advertising platform.

Charging model:

Charges are charged by article, and article themes and content can be customized for advertisers, which means that an advertisement is specially customized for the product to be promoted. Purchases are scheduled for 1 to 28 days, with a budget of 50,000 to 10 million.

Promotion Notes:

1) The advertisement at the bottom of the official account is currently the most popular advertisement position among advertisers. It is also the advertisement position that supports the most promotional purposes . It has relatively few restrictions and is very suitable for following official accounts in various industries. It is also very suitable for adding fans to self-media (emotional accounts, nutrition accounts, etc.) official accounts. The cost of fans is about 2-4 yuan per fan .

Industries that want to use the WeChat official account conversion path can attract fans to follow the official account and then convert. They can choose advertisements at the bottom of the official account, but the prerequisite is to do a good job of pre-planning , formulate a good conversion path , improve the functions of the official account , and clearly position it before adding attention. I have met too many business owners who just want to attract attention for the sake of attracting attention. Because their peers are doing it, so I have to do it too... Of course, having money also allows you to be willful.

2) Card and coupon promotion (activity coupons, discount coupons, vouchers...) is also built on the perfect foundation of WeChat official accounts. For example: there are WeChat stores that can convert coupons, hotels have the function of booking rooms on official accounts, etc.

Finally, I want to say: If you want to be noticed, the key is still the content.

2. Moments Ads

Supported promotion types: local promotion , public account promotion, brand event promotion, APP promotion, card and coupon promotion

Sales policy:

2) Moments ads can be used to promote public accounts and combined with brand event promotions. However, if you only want to promote the public account, it is recommended to choose the ad space at the bottom of the public account.

3) Offline stores can choose local promotion. Industries such as catering, flowers, real estate, education and training can choose this option. The threshold is not high. Combined with card and coupon promotion, the effect is ideal to attract customers to physical stores for consumption.

For local promotion, it is still necessary to formulate corresponding strategies, make estimates and alternative plans for the store's customer reception capacity, and pay attention to the control of the entire activity.

4) It is recommended to have a strategy for setting up cards and coupons, conduct careful analysis and consideration, and launch them cautiously.

3. Orientation

In terms of the targeting capabilities of MP WeChat, basic interests such as gender, age, business interests, and marital status can be selected according to your own products. Here, the editor mainly talks about the following two key targetings:

1) Remarketing function

This includes fans who are currently following your official account and fans who have unfollowed your official account in the past month; users who have currently installed the app (including Android and iOS downloads); users who have received WeChat advertising coupons in the past year and users who have been interested in your ads in the past year (including official account and Moments advertising spaces, users who clicked on ads, ad detail pages, liked Moments ads, or posted positive comments). For example, users who have been interested in your ads in the past year include those who have clicked on Moments/official account ads, viewed the ad details page, liked Moments ads, or made positive comments.

The remarketing function should never be ignored when doing WeChat advertising . As for how to use it more effectively, for example, Company A mainly adds followers in the early stage, with a cycle of 20 days, and selects fans who have not followed the official account in the targeted remarketing function to attract fans in; then in the later stage, Company A can follow up with these early fans to organize a discount event, and select fans who have followed the official account in the remarketing function.

2) Public account media type

If you want to be more precise, it is recommended not to ignore this directional function.