A complete guide to WeChat public account advertising promotion!

According to data released by the Enterprise Think Tank, as of December 2016, WeChat had a total of 889 million monthly active users worldwide, and the number of emerging public account platforms exceeded 10 million.

What concept? Let’s take the shared bicycles that became popular all over the country in 2017 as an example. According to data from the Ministry of Transport at the end of May, the number of people using shared bicycles nationwide has exceeded 100 million, and a total of 10 million bicycles have been put into use.

In other words, the number of public accounts is as numerous as the shared bicycles you see everywhere every day. What if there are advertisements on all these public accounts? ··· You can imagine the scene where every shared bicycle is pasted with your advertisement!

1. Wide coverage: Today, the WeChat system has more than 938 million monthly active users, and the average number of people reached by public account tweets is close to 10 billion per month, reaching a wide range of people.

2. Precise reach: Based on the characteristics of the target group, precise targeting can be supported based on attributes such as region, gender, age, education, and interest tags, so that advertisements can be delivered to people with commercial potential.

3. Creative diversity: You can choose the most appropriate advertising format based on the product or advertising purpose, support public account fan increase, application download, card and coupon issuance, etc., to maximize the effect.

4. Controllable costs: Advertising costs can be set according to promotion goals, and advertising consumption can be monitored in real time to reduce costs.

5. Visible results: The effect of the delivery is visible in real time. The advertising creativity can be modified in time according to the cost and effect to find the most effective advertising form.

What is public account advertising ?

WeChat public account advertising is based on the WeChat public platform and can provide advertisers with a variety of advertising formats. It uses professional data processing algorithms to achieve a cost-controlled, cost-effective, and precisely targeted advertising delivery system.

Currently, WeChat public account ads support the placement of three advertising resource positions: bottom ads, video patch ads, and mutual selection ads, and support multi-dimensional targeting capabilities. The specific product capabilities are introduced as follows:

1. Advertising at the bottom of the official account

Appears at the bottom of tweets from public accounts that have activated the “ Traffic Master” function. Currently it supports 5 different promotion purposes and provides a variety of advertising formats.

1. Public account promotion

It supports the promotion of corporate public accounts (service accounts, subscription accounts ). There are two outer styles: "Follow Card" and "Picture Card". You can follow with one click without jumping.

Focus on the card:

Picture Cards:

Public account promotion advertising attention process:

If you click on the non-button area of ​​the card, you will be redirected to the follow-up details page, where you can follow the official account with one click, and after following, you can click to enter the official account.

Public account promotion case

a) Car Professor: 30% increase in fans, 200,000 online consultations per month, and online transaction conversion rate up to 25%

b) Daily Technology Push: High-quality original content and peripheral services establish industry influence, with a monthly fan growth of 500,000; ultimately commercial realization is achieved through peripheral mall promotion and other business cooperation, with a monthly turnover of 1.5 million.

c) With an average of over 10,000 new followers per day, the official account traffic generation performance accounts for more than 30% of the company's overall performance, with a ROI of up to 15

2. Mobile application promotion

It supports the promotion of Android or iOS mobile applications. Ads are displayed in four styles: "Picture", "Download Card", "Single Picture Card" and " Text Card". The download card supports one-click download of applications.

Image style:

Download card template:

Single image card style:

Copy card style:

App download advertising promotion process:

iOS: Click any area of ​​the card to jump to the App Store app details page
Android: Click the download button to pop up a confirmation box. After confirmation, the download will start; click the non-button area to jump to the app details page

Mobile application promotion case

a) Best Decoration: achieved an average of 5,000 new users per day, with an average download cost of only RMB 4; compared with other channels , the retention rate in the next week increased by 50%, and the registration rate increased by 100%

b) Yiche: 10,000+ new download users per day, and a 20% increase in monthly retention rate

c) Sky Change: Conversion rate increased by 3 times, and the payment amount of each new user in a month was higher than the advertising cost, and the monthly ROI was finally increased by 100%

1. Brand event promotion

It supports three advertising styles: "Default Card", "Picture and Text Card" and "Elegant Large Picture", which can meet various promotion demands such as event promotion, brand promotion, article content promotion, etc.

Image style:

Graphic style:

Elegant large picture style (only available for scheduled purchase):

Ads support redirecting to external mobile pages:

Brand event promotion case

a) Reaching nearly 800,000 users, with a cost of only RMB 0.6 per user.

b) We targeted female users in 11 first- and second-tier cities, reaching 1.16 million users and 20,000 clicks. We also cooperated with offline store try-on gift activities to drive customers to shop in stores and promote the new women's denim series.

b) The cost of new customers is 36% lower than other channels, and the click-to-voucher rate is 60%.

1. WeChat card promotion

Online WeChat coupon promotion is presented in the form of "WeChat coupon card". Click on the ad to receive the coupon with one click and place it in the user's WeChat coupon account.

Advertisement style:

Ads support jump to the card coupon collection page:

1. E-commerce promotion

It supports two advertising formats: "Picture" and "WeChat Store Card". Click to jump to the customized H5 product details page or WeChat store to purchase products.

Image style:

WeChat store card style:

Product purchase advertising promotion process

2. Public account video patch ads

Public account video patch ads appear in a Wi-Fi environment and before videos with a duration of more than 5 minutes in public account articles. Public account video patch ads support three promotional purposes: public account promotion, mobile application promotion and brand event promotion, and both support two outer styles: "picture" and "video".

5s picture style:

6s video style:

15s video style:

3. Public Account Mutual Selection Ads

Public account mutual selection ads are presented in the public account’s tweets. It is an advertising cooperation model in which advertisers and traffic owners freely reach an agreement through two-way mutual selection on the WeChat advertising platform.

Currently, public account mutual selection advertising supports brand event promotion and public account promotion, and supports the "picture card" advertising format. In the future, it will support more promotional purposes such as mobile applications.

Picture Cards: