After running information flow ads in Moments three times, this is my bitter experience

I am a channel promoter in the wedding photography industry, mainly responsible for advertising on WeChat channels . The main job of our department is to be responsible for the company's online advertising on major online channels, such as the common WeChat, Weibo, Baidu, 360, Dianping, QQ Space, etc.

In this article, I will focus on introducing my channel, WeChat Moments , through actual cases, to give some understanding to those who are interested in it. At the same time, I will share my experience summary of more than half a year of work experience.

1. Where do Moments ads appear?

Where do Moments ads appear? How to show? What is the delivery process? Don’t worry, through a few pictures, I can quickly give you an intuitive answer;

WeChat Moments ads are native ads based on the WeChat public account ecosystem, which are displayed in the user's Moments in the form of original content similar to friends;

WeChat currently pushes a maximum of one ad to each of our friends circle. Tencent will push ads based on personal interests, and the display time is generally a few hours. WeChat will analyze the ads based on the user's interest in the ads (whether the ads are blocked or actively interacted with) and the quality of the ads (the number of user interactions). High-quality ads can get more exposure, thereby maximizing the advertising effect.

Moments ads are currently divided into graphic ads and video ads , including:

2. A case study on how to optimize advertising

A good advertisement is nothing more than delivering the right content to the right people at the right time and place. The factors that influence an advertisement are only creativity (right content) and targeting (right location and right audience). The data generated by advertisements is the basis and direction for us to analyze user preferences, and adjust and optimize the advertising plan accordingly based on the data.

Taking the data of a certain advertising plan of our company as an example, from data statistics to data analysis and optimization, a new advertising plan is created based on the analysis results, and finally the effect test is carried out to verify the analysis results, completing the entire process from advertising delivery to optimization;

In late April, we created Plan A and Plan B at the same time. The two plans have the same orientation but different ideas:

Advertising display picture

In the above picture, the left side is plan A and the right side is plan B

The above is the data of plan A, and the below is the data of plan B

In Moments ads, the two most important data are detail view rate and image click rate :

Details viewing rate = details viewing volume / total exposure volume (reflects the attractiveness of the ad copy to users)

Image click-through rate = native promotion page views / total exposure (reflects the attractiveness of the image to users)

By comparing the data statistics:

The detail viewing rate of Plan A is 0.14% lower than that of Plan B, while the picture click rate is 1.6% higher than that of Plan B. This shows that the pictures in Plan A are more popular with users, while the copywriting in Plan B is more attractive to users;

Therefore, based on the results of these two advertising data, we combined them into Plan C (Plan A pictures + Plan B copywriting)

Plan C

Advertising display picture

After the launch, the three planned data were counted, and the results are as follows:

Summary: It can be seen intuitively from the data that the effect of Plan C is much higher than Plan A and Plan B, and the final ROI is also much higher than the other two plans, which shows that this optimization is feasible and successful. This is also a relatively important optimization method in the advertising process. By testing two different plans at a low cost, the data is obtained and then readjusted and combined to finally get a better advertisement.

3. Summary of personal experience

Although I have only more than half a year of advertising experience, I would like to share my personal experience here, because many methods are actually the same in actual work, and I hope it will be helpful to everyone:

1. Develop data awareness

When it comes to advertising, data is the most important thing. Data is the only criterion for judging the effectiveness of advertising. A large amount of data is generated every moment, which requires us to count and analyze it all the time. This work is tedious, but it is indeed indispensable.

No matter what position you are in, you may be involved in data, and statistical data is the most direct way to cultivate our data awareness. Although it is annoying, it is very effective.

2. Finding scientific methods can produce more efficient results

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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