Detailed explanation of the characteristics of Guangdiantong and WeChat Moments advertising channels

The new version of Guangdiantong is slightly different from the previous version. Before, we needed to choose the layout, but the new version now only has three layouts, so there is no problem of layout selection.

Guangdiantong and WeChat Moments channel features

Both belong to Tencent's social platform. Tencent can be said to be the leader in the social industry. It was established the earliest and has huge traffic thanks to its two super IPs, QQ and WeChat.

Its main advertising products include: Tencent News, Tiantian Express, QQ client, QQ space, browser, etc.

Advantages: No. 1 social application ranking, wide coverage, high daily activity, high user stickiness, suitable for brand promotion; wide audience among young people.

Disadvantages: There are many platforms, a wide range of people, it is difficult to be accurate and there are many fake volumes

Advertising suggestions: It is recommended to advertise light industry or daily life products.

Channel characteristics: Intermediate smart channel (mainly based on smart bidding, it is necessary to combine interests and behaviors to cover the intended population to help the system define the search scope)

The first factor: placement selection

Secondary factors: targeting, page, bidding

Preferred bidding method: OCPA/OPCM

Advertising Placement

1.QQ, Tencent Information Stream, Tencent Music

There are only three advertising slots, namely QQ, Tencent Information Flow, and Tencent Music, which include QQ Space, Kandian, Browser, and Kugou.

However, the new version of GuangDianTong also has some shortcomings in this regard. GuangDianTong is a comprehensive information flow and cannot be selected separately.

Originally, Tiantian Kuaibao, QQ Kandian, and QQ Browser are platforms with relatively good traffic, but when combined with QQ and QQ Space, the effect may not be very good.

If you want to split the layout, you can return to the old version.

2. Tencent News and Tencent Video

This also includes media such as Tencent News, Tencent Video, and Tencent Sports.

3. U-Link

Youlianghui also gathers tens of thousands of high-quality exposures, covering all marketing scenarios of more than 500 million people.

Ranking of delivery quality: Tencent News > Tencent Video > QQ+ Information Stream > Youlianghui

Guangdiantong and WeChat Moments

In addition to the placement, we also need to operate our account according to our Roca orientation.

When you first start launching GuangDianTong and Moments, it may not be easy to increase the volume. You can try CPM first, and then use OCPM if there are more than 15 reposts in Moments.

Although the new version can directly use OCPM, it does not have those 15 conversions to increase the volume. The system will then find the approximate conversion population based on these 15 conversions, but without this link, it is difficult to increase the volume.

Although the system allows us to skip this step, if we cannot run large-scale projects, we can use CPM first.

1. GuangDianTong

a. Precision targeting in the early stage

When making targeted bids, you must manually enter interest and behavior words, and you must bid high. A high bid does not necessarily mean a high cost. It is to allow our advertising plan to have a learning period. After the learning period, you need to add a category of words that cover different groups of people, interests, and behaviors every day.

b. Broad targeting in the early stage

Select drop-down words or existing categories, and bid high in the early stage. You need to maintain a plan in the early stage.

Each advertisement on Guangdiantong has its own creative idea.

2. Moments

①Region

The price of a thousand impressions in first-tier cities, second-tier cities, third-tier and fourth-tier cities in each region varies greatly. The competitiveness of each city is different. Try placing ads in different regions.

First-tier cities per thousand impressions: 80-150 yuan

Second-tier cities: 50-80 yuan per thousand impressions

20-50 yuan per thousand impressions in third-tier cities

②Age

For age groups such as 20-30 years old, 30-40 years old, etc., choose the appropriate age group based on the age positioning of your product.

GuangDianTong and Moments both cover a large number of people. If you follow the points mentioned above, your advertising will gradually increase in volume.

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

Author: Big Eyed Cat

Source: Big Eyed Cat