How to place WeChat public account advertisements to achieve the best results?

We all know that WeChat ads are divided into Moments ads and public account ads .

Moments ads are purchased and scheduled based on CPM, which is expensive and takes the route of strong exposure for big brands. For many SMBs (small and medium-sized enterprises), it is simply unthinkable!

In comparison, public account advertising is much more user-friendly , especially for those who want to increase followers. If you are close to the water, you will get the moon first. If you use the right method, the effect can be very good, believe it or not!

So today, I will talk to you about the optimization techniques for WeChat public account advertising - adding fans and attention !

Before I begin, let me share with you a real case that happened to me:

“How I was successfully attracted by a certain weight loss self-media and finally made a deal!”

Background: This self-media operator is a Chinese medicine practitioner specializing in weight loss. He also sells facial masks, acne treatments, etc. ~ but the entry point for marketing is weight loss.

Losing weight is a career that girls will never give up in their lifetime. They are always paying attention to information about weight loss and beauty. One day, when the editor was browsing Toutiao , he saw information about weight loss tips that do not require excessive exercise or excessive dieting. Then he browsed most of the recent information on Toutiao and followed Toutiao.

The process is as follows:

1. See weight loss information

2. View historical information

3. Follow this self-media account

4. Leave a message/private message interaction (consult some small issues such as acne, weight loss, etc.)

5. Recommended his WeChat public account in a private message

6. Follow WeChat public accounts (the content is very sparse and simple, but very unique and has a clear main line, and directly pushes the content that customers care about most)

7. Add private WeChat (if you happen to have closed acne and need consultation)

8. Make an appointment online (because it is really embarrassing to continue to consult other people for free)

9. Online communication and transaction (in fact, the registration and medicine are slightly more expensive than the market price. I also bought a bottle of medicine for acne treatment. When the bottle of medicine was almost finished, the acne was still there. It still had some effect and no new ones appeared)

10. Join the group ( the WeChat group is full of fans of this doctor, loyal fans, and the later maintenance is quite simple. There are many people who come for follow-up visits, buy facial masks...)

See, 10 steps!

Every step is a routine! !

But I finally made the deal! ! !

Therefore, I was also thinking while taking the medicine. I don’t know whether the medicine is useful or not, but this marketing routine is indeed worth learning from!

Next, referring to my own practical cases, I will talk to you about what we should do if we follow this routine and directly use public account ads to promote and increase followers? How to optimize it?

First, let’s look at the conversion funnel:

Official account advertising effect conversion funnel

Then, we analyze each level one by one and figure out how to optimize it to maximize the effect.

1. Ad bidding: This is the first factor that needs to be investigated to affect exposure ;

2. More targeting conditions means less exposure;

3. Duration of delivery: If the delivery time is too short, it will also affect the exposure;

4. Material CTR : If you are a new account, you must pay attention to the click-through rate of the material;

5. Competition for resources during the launch phase: For example, during important time periods such as Double 11 , competition is high, the CTR of the material is low, and exposure is low;

6. Number of advertisements: If you want to gain more traffic in the early stage, you can post more advertisements, which can both gain traffic and make comparisons.

1. Whether the orientation is accurate;

2. The quality of the material;

3. The matching problem between material and population - material is the best type of targeting.

1. Public account profile picture;

2. Description of the public account;

3. The latest and first few pictures and texts of the official account;

4. Landing page description/picture (use of native page).

1. The quality of the custom response;

2. The quality of the custom menu;

3. Whether the pushed content is consistent with the advertisement content;

4. The nature and intensity of the event, whether the event is attractive, whether it is disorganized, and whether it causes dissatisfaction among fans;

5. Daily interaction with fans, frequency and quality of interaction, etc.

Note: This step directly affects the next step of consumer conversion. You should classify the target groups, and attract and maintain fans according to your own customer characteristics in different time periods/materials.

It all comes down to this step.

1. The attractiveness of the promoted products;

2. The attractiveness of the event promotion;

3. The quality of the copywriting , whether it captures the users;

4. Brand awareness of the official account.

Let’s take a closer look at this with a few practical questions:

Q1: When users enter the follow button page through pictures, how can we grasp customers’ attention and improve conversion rate ?

1. The function description of the public account should be simple and clear, highlight the key points, and attract people's attention;

2. The copywriting materials of the last 10 articles should be clear, concise, and focused, highlighting the characteristics of the public account (for example, you can see at a glance what the company’s main business is, or it may be a novel account, a guide for moms, etc.). For customers, through your description + 10 articles - after reading the text and pictures, can they get the characteristics of this public account?

3. Be associated with the content of the advertising material to ensure a good user experience and reflect the content of the advertising material without any separation.

Q2: Through advertising, after users follow a public account, how can we retain fans as soon as possible and reduce the rate of unfollowing?

Make good use of the official account menu function.

1. Automatically follow replies:

1) Focus on describing the characteristics of the official account, highlighting its image, and leveraging the fan aggregation effect;

2) Regularly update the content of automatic replies, with a tone that matches the image of the official account, and combine it with festivals and events to improve user experience;

3) You can also mention content related to the ad in the automatic reply to push it, increase conversions, and help customers reduce the search process and unfollow you.

2. Menu bar design:

1) Improve the functions of the official account, including query and navigation functions, give priority to displaying high-quality articles (you can give them cool names), etc., to optimize the reading experience of fans and increase user stickiness;

2) It is necessary to highlight the core functions and services and not deviate from them. The goal of customer conversion should be reflected. For example, if someone needs to buy a book, the WeChat store link can be designed in the menu column. The design needs to be integrated and not too rigid.

Q3: How to increase user stickiness and reduce churn?

No matter how many people have followers, there will always be attrition, and some people will unfollow you. What is mentioned here are just methods to reduce the attrition rate.

1. Official account push page:

1) The number of words in the headline should be limited, the pictures should be exquisite and the theme should be clear, with words + pictures;

2) Some simple symbols can be added to the title to emphasize the topic.

2. Article content: If you want to reduce the churn rate of a public account, the key is to have powerful article content, powerful activities, and beautiful layout (you can search for relevant layout tools for layout);

3. Regular and irregular activities are useful for increasing and stabilizing fans.

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

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