Moments advertising creation process, Moments advertising delivery optimization

This article will focus on the following three major problems encountered during the ad creation process and delivery process, and discuss the delivery optimization techniques of WeChat Moments ads :

1. Competition among peers is fierce, and it is difficult to grab traffic in the circle of friends?

2. How to achieve high conversion rate if the brand is not well-known?

3. Now that you have a targeted group of people, how do you find potential customers?

Let’s take a look at the answers to the above questions…

1. Moments Ad Creation Process

Open an account - create an ad - review the plan - launch the ad - track the results

1. Clarify promotion goals

Brand activities, app downloads, or public account promotions;

Select the advertising format: graphic or video;

Select the purchase method for this ad: Scheduled purchase or Bid purchase.

The system will recommend appropriate delivery settings based on the advertiser's different delivery purposes.

2. Program review

The WeChat message states that the review comments will be fed back within 24 hours, please note that this is on working days. Including possible revisions and resubmissions for review, at least four working days in advance is recommended.

3. Advertisement launch

You can rest assured after the review is passed. Before the ad goes online, you can configure some preview whitelists to ensure that certain people can see the Moments ad 100%, and add these people’s WeChat accounts to the background whitelist.

For example, the boss or the person in charge of important cooperative channels, no more than 40 people are needed. It should also be noted that the preview whitelist is only available to users who reside in China and their WeChat ID must be submitted. Mobile phone numbers or QQ numbers are not supported. Users on the preview whitelist must follow the official account of the delivery account.

4. Effect tracking

Supports online real-time monitoring of various data: number of exposures, number of detail views, number of picture clicks, number of likes and comments, number of followers, and number of reposts.

During the advertising process, advertisers can monitor various data indicators online in real time. Within 3 working days after the end of advertising, you can view the final report online and optimize subsequent advertising strategies based on the data.

2. Three typical problems encountered during the delivery process:

Question 1: Competition among peers is fierce, and it is difficult to grab traffic in the circle of friends?

How to get more traffic in WeChat Moments? First of all, we need to understand which advertising factors will directly affect exposure, and how to identify the problems currently encountered in the account and find solutions.

6 factors that lead to low exposure and solutions:

It is far from enough to adjust the delivery strategy based on experience alone. It is also very important to pay attention to the daily update traffic of WeChat Moments . This can prevent the situation where traffic is tight due to holidays or scheduling locks by large brand advertisers. It is recommended that advertisers develop the habit of checking the daily updated traffic when logging into the WeChat official account~

In addition, when multiple ads are online, real-time operation is crucial - it is necessary to monitor the advertising data effects in real time, suspend optimization in time for ads with poor data, and extend the delivery time for ads with good data.

Here, the editor recommends a daily circle of friends traffic query tool for everyone, the query path is:

Question 2: How to achieve high conversions if the brand is not well-known?

Take the optimization of the education industry as an example:

1. Advertising copy

1) Use low-price promotions to attract users to sign up

Recommended star rating: ★★★★★

Ad examples:

2) Use time-sensitive expressions to highlight learning outcomes and stimulate user registration

Recommended star rating: ★★★★

Ad examples:

2. Advertising materials

1) It is recommended to choose a teacher-student interaction scene to create a relaxed and pleasant classroom atmosphere

2) Preferentially use user images to lock in precise targets

3. Landing Page Structure

If you want to achieve better conversion rates through promotion, the structural setting of the landing page cannot be underestimated. Based on long-term advertising experience, the editor recommends that advertisers use the landing page structure of " form + teacher-student interactive classroom scene + introduction to the characteristics of the institution ".

1) Form

It is recommended to set it on the first or last screen. It is set on the first screen because the user’s willingness is highest when they click on the outer ad for the first time to jump to the landing page; and it is set on the last screen to attract potential users to sign up after new users have learned all the information.

2) Teacher-student interaction scene

By reflecting the classroom atmosphere, a relaxed and pleasant classroom environment is created.

3) Introduction to the characteristics of the organization

This part is a bonus for educational institutions, mainly to show the professionalism of the teachers to users.

Pay attention: How to guide customers to convert efficiently, the position of the form is very important!

4. oCPM Intelligent Optimization

When the initial form collection reaches a certain number, how can we optimize it if we want to effectively control the form cost while obtaining more forms?

I wonder if you have noticed the oCPM function when setting up advertisements? What does it do?

Smart optimization (including smart optimization oCPM) is a bidding method for WeChat advertising traffic. You can customize the optimization goals of ads according to actual promotion needs and set bids for the optimization goals. The advertising system will then perform smart optimization on the delivery.

The historical delivery data requirements for Moments to obtain smart optimization permissions are as follows:

If you have now met these requirements, you are eligible to use oCPM!

Question 3: The children’s English industry mainly targets middle and high-end groups. How can we find potential customers?

▼ Children's English target user portrait

When we precisely target potential users with advertisements, our users are often deterred by reasons such as high course prices, resulting in loss of effective conversions. Therefore, it is recommended that advertisers create two ads at the same time for A/B testing before officially launching the ad to test which targeting is easier to convert into orders. Here are two directional testing methods:

Targeting method 1: Precise target customer targeting settings

Region: XX

Age: 25-45

Gender: Female

Marital status: Married, with children

Business interests: preschool education, primary and secondary education, children's clothing and shoes, toy models

Advantages: Can be accurately pushed to target customers, effectively controlling conversion costs.

Disadvantages: Due to the narrow targeting settings, the overall competitiveness of the advertisement will be more difficult, and there may be 0 exposure or small exposure.

Targeting method 2: Broad targeting settings

On the basis of targeting method 1, we added screening of target users’ economic capabilities (villas, high-end cars, bank financial management), thus broadening the targeted user group.

Region: XX

Age: 25-45

Marital status: Married, with children

Business interests: preschool education, primary and secondary education, language training, overseas travel, children's clothing and shoes, toy models, villas, high-end cars, bank financial management

Advantages: It can achieve high exposure within the effective time, and can not only be delivered to target users, but also tap into potential users.

Disadvantages: Advertising costs may decrease with the intensity of user willingness.

Tip: Because the education level and spending power of users in each region are different, the effect of targeting method 2 is not applicable to every city.

After reading the above three major problems and solutions, I believe everyone already has their own ideas for advertising.

Below, the editor will take the automobile industry, which has been a popular industry recently, as an example to share with you the optimization ideas for the automobile industry. Before looking at the case, you can think about it. If it were you, how would you control the optimization details of each link?

Efficient advertising cannot be achieved overnight. By constantly learning and summarizing experiences during the advertising process, you can always find a more effective advertising plan.

Related articles:

Moments advertising strategy

High conversion rate marketing strategy in WeChat Moments

Setting up and placing advertising accounts in Moments

Advertising in the dental medical industry circle of friends

Author: Big Eyed Cat

Source: Big Eyed Cat