Setting up and placing advertising accounts in Moments

We have shared content on the characteristics of WeChat Moments advertising channels, billing models, targeting methods, and other aspects to give everyone a deep understanding of WeChat Moments advertising.

WeChat Moments Advertising Channel Features

Before that, let’s review the characteristics of WeChat Moments advertising channels:

1. Advertising platform: Moments, public accounts, WeChat mini-programs

2. Advantages: Massive user resources, precise crowd targeting, and closed-loop marketing on WeChat official accounts

3. Disadvantages : many restrictions, high material requirements, high price

4. Advertising suggestions: apparel, daily chemicals, and local services. Decoration, wedding photography, novels, liquor, brand promotion, etc.

How to set up a WeChat Moments advertising account

1. How to place WeChat Moments ads - Create a plan

Enter the backend of the official account, find [Advertiser] delivery, and click [Delivery Management]

Because "Creativity" is tied to the page, there are only two sections: "Plan" and "Advertisement".

Click [Create Delivery Plan] under [Delivery Plan].

Moments Advertising - Create a Plan

Then you can enter the formal plan creation page.

1 ) Select [Promotion Target]

First of all, you need to choose a suitable "promotion goal" according to your actual situation. Common promotion goals are:

Promote brand activities, promote stores, collect sales leads, promote products, promote applications, distribute coupons, promote public accounts, promote small games

(Because there are many public accounts being promoted, the following demonstration will take "promoting public accounts" as an example)

Advertising in Moments - Promotional Objectives

2 ) Determine the placement location

There are two places where ads are displayed: Moments information flow and public platform traffic

Moments information flow: accurately display ads to users who browse pictures of friends who have sent messages

WeChat public platform traffic: Display ads to users in WeChat public platform traffic scenarios such as official accounts, mini programs, and mini games.

Just make a selection based on the actual situation.

Advertising in Moments - Placement

3 ) Select [Purchase Method]

There are two types of purchase: "auction purchase" and "contract purchase". Contract purchase is more suitable for brand promotion and requires a large budget, so generally you can choose auction purchase.

After making your selection, you will be asked to fill in the “Planned Daily Budget”.

How to buy ads in Moments

2. How to place WeChat Moments ads – Ad creation

1 ) Determine the [delivery time]

After the plan is created, you first need to determine the time to launch the advertisement. Because the advertising time of Moments is basically very short, it is generally selected and followed by the official account.

Moments advertising – delivery time

2) Select [Bidding method]

There are two bidding methods: CPM and intelligent optimization (oCPM). Generally, oCPM is chosen.

Delivery mode : Prioritize [Prioritize volume]

Optimization goal: Since we take "Promote Public Account" as an example, we choose "Follow"

Advertising in Moments - Bidding Method

Then you can choose whether to [deep conversion]

Deep optimization goals include: public account reading, public account registration, public account message sending, form reservation, order placement, and adding corporate WeChat customer service

You can choose according to actual needs

Deep bidding: is the bid for one deep conversion

Advertising in Moments - Bidding Method

3) [Directional settings]

The next step is qualitative settings, which can be set according to specific products and target audiences.

Including: region, age, gender, marital status, interests and behaviors, and more information about the population.

It should be noted that interest behaviors only have [behavior] and [interest], but no [intention].

Moments advertising - targeting settings

4 ) Set [Budget Spending]

Including "Daily Budget" and "Bid", because the optimization goal selected previously was "Focus", and the seat bid is the focus bid.

Advertising in Moments - Budget Spending

3. How to place WeChat Moments ads - creative settings

Ad styles include : regular ads, card ads

Regular ads: copy on top, learn more below, and an image in the middle

More similar to our circle of friends, more native

Card-style ads: immersive and can be placed anywhere

Advertising in Moments - Advertising Style

Select the appropriate advertising style based on actual needs.

Outer copy: the copy you want to promote

External material jump: Select the page to jump to

Text link copy: Since you initially selected "Follow the official account", you can directly select "Follow the official account" here.

Text link jump: the page you jump to after clicking the text link

Data display: Shows how many people have followed

Advertising in Moments - Creative Content

You just need to prepare the materials in advance and upload them according to the actual situation of the product and plan.

Tips for optimizing Moments ads

It is very simple to place WeChat Moments ads. With repetitive and mechanical operations, even people without any experience can operate it skillfully. The real test of the optimizer's ability is the optimization stage. Only by understanding account optimization can the effect be improved. This is also the requirement of all companies for optimizers.

To place ads in WeChat Moments, please contact Qinggua Media official