WeChat Moments Ads Launches oCPM, Let’s Take a Look at Its New Features

Performance advertisers often encounter this difficulty in advertising : How to bid after launching a new ad to achieve the delivery target?

Traffic conditions often change, and optimizers need to pay close attention to adjustments in real time. What should we do if we still cannot guarantee a stable conversion cost?

The target users screened out according to the targeted tags have basically covered the conversions. Where can we get new increments from?

Today, WeChat Moments ads have officially launched the oCPM bidding method, solving the problem in one go!

oCPM entry diagram

What is oCPM? Bid according to optimization goal

oCPM (Optimized Cost Per Mille) is a new bidding method for Moments ads . It helps advertisers set optimization goals (such as APP downloads, ad clicks, etc.) based on their actual promotion needs, and bid for the optimization goals, while still charging based on the number of exposures. The advertising system is like a real-time online optimizer. Based on the advertiser's optimization goals and bids, it uses Tencent's massive data and advertising algorithms to perform intelligent optimization and real-time bidding to deliver advertisements to users who are most likely to convert, thereby optimizing advertising effects.

oCPM principle diagram

Advantages of oCPM advertising: direct to target, stable cost, continuous gain, direct to target

Unlike ordinary CPM bidding, which bids by exposure, oCPM bidding is very simple - advertisers only need to bid based on the expected conversion cost of their actual promotion. In this way, advertisers no longer need to perform calculations from exposure to conversion, thus avoiding losses in the exposure-conversion process and solving the problem of advertisers’ difficulty in bidding.

oScope of use of CPM

Stable cost

In the past, after an ad went online, optimizers needed to keep a close eye on the delivery situation, adjust bids and target groups based on their own experience, and respond to real-time changes in traffic and delivery costs. Even so, they were not necessarily able to achieve consistently excellent delivery results.

oCPM is a "super brain" with massive data and is online 24 hours a day. It can quickly calculate and adjust according to cost targets and real-time delivery effects, helping advertisers to obtain conversions at the most stable cost in a dynamic traffic competition environment.

Continuous gain

When the conversion cost of oCPM advertising is stable and in line with expectations, and advertisers hope to further increase the volume, advertisers can gradually release the original targeting restrictions. The system will intelligently deliver advertisements to more users with potential high conversion rates and in line with cost expectations, thereby meeting the advertisers' promotion requirements of "long-term, stable volume acquisition".

Since oCPM started testing, many advertisers have used this bidding method and achieved good results.

Manling Games : Conversion bidding, achieving a win-win situation for game volume and cost

Buying mobile game traffic has been a major trend in mobile game promotion in recent years, and Moments advertising has become the first choice for many game publishers due to its inherent advantages such as strong interactivity and high user value.

Manling Games is one of the first game advertisers to test the use of oCPM. Stabilizing costs and obtaining maximum growth are Manling Games' pain points and also its primary goals.

As we all know, the amount of money spent on game advertising is very unstable. Even if a successful case is launched again, it is possible that it will be "cold received" when it goes online - poor consumption or high conversion costs are common during the launch.

After using oCPM, Manling chose to bid for iOS activations . After a period of testing, Manling Games found that there was no need to bother setting exposure bids when new ads were launched, as the system would capture potential high-conversion rate users. In this way, Manling Games concentrated human and material resources and improved advertising materials and creative performance. High-quality delivery materials, coupled with oCPM bidding and real-time optimization, enabled Manling to achieve good delivery results.

In the end, under the premise of acceptable activation costs for advertisers, the average daily consumption of Manling Games doubled, the user acquisition cost decreased by 10%, and the average daily number of new players for a single game reached more than 1,000, perfectly achieving accurate reach of high- conversion users at controllable costs, increasing advertising consumption, and making delivery easier.

Wacai: Broaden the audience tags, stabilize costs and gain massive users

Performance-based advertisers often have different promotion demands at different stages.

Wacai is one of the earliest accounting platforms in China, with rich products and a huge user base. As an advertiser who has been placing ads in Moments for a long time and in a stable manner, precise financial tag targeting brought a large number of users to Wacai in the first stage of promotion. However, as users with financial tags gradually complete conversion, in order to continue to maintain growth, more potential users must be found, and the promotion enters the second stage.

The emergence of oCPM has helped Wacai solve the problem. Relying on WeChat big data and Wacai’s past delivery data, the advertising system makes comprehensive estimates based on the user’s own characteristics, ad clicks, and APP download behaviors, breaking away from the constraints of financial labels and finding a large number of potential users who are interested in financial management products with the goal of conversion.

Illustration of the advertisement in the WeChat Moments of Wealth Digging

Wacai first set a target cost that was in line with expectations and the account's historical investment level, and simply selected basic targeting such as age, gender, and Internet environment, and chose general investment on the interest tag.

If you use artificial methods to expand the targeted population, you will need to spend a lot of effort on optimization, and it will rely too much on experience, which will have a high risk of trial and error. But in oCPM, the system will determine based on big data which type of users are more likely to click on the ad and download it after clicking. By placing oCPM ads, Wacai has delivered ads to more new potential customers, obtaining more accurate exposure opportunities with more stable costs, and directly driving more Android downloads and iOS activations.

Let the right people do the right things

The advantage of advertising platforms is their deep understanding of traffic, users and a lot of data, while advertisers are more familiar with their own business.

oCPM allows advertisers to fully express their demands and focus on good ideas and materials, while WeChat advertising can maximize its own optimization capabilities, bringing more growth to advertisers while stabilizing costs, and continuously improving ROI.

It is the joint efforts of both parties that make it possible to spend money wisely and achieve the effect of 1+1>2.

Read the QA to learn more

Q1: Is there any threshold for using the oCPM bidding method?

A: The accumulation of delivery data is the basis of oCPM delivery. Different optimization goals require different data accumulation requirements for permission acquisition:

1) To get more clicks, the number of clicks on the bidding ads must be above 400 per day for 10 consecutive days in the last 38 days.

2) For conversion optimization goals (downloads/follows/activations), it is required that the conversion volume of the bidding ads should be maintained above 100 per day for 10 consecutive days in the last 38 days.

Q2: What promotional objectives does oCPM bidding support?

A: Currently oCPM supports brand event promotion , mobile application promotion and local promotion , and will gradually support more promotion targets such as official account promotion . Please stay tuned for subsequent official notifications.