With a click-through rate of 6.44%, e-commerce brands leverage WeChat Moments ads to monetize efficiently!

In recent years, with the disappearance of traffic dividends, brands' customer acquisition costs have remained high. How to acquire new users and retain them in one’s own private traffic pool is the key to e-commerce brands’ breakthrough and success.

Among them, "Puwu Damei", a national trend brand that focuses on cleaning products, leveraged WeChat Moments advertising + mini program marketing solutions to achieve double growth in brand and sales! This article will give you a detailed interpretation of Puwu Damei’s marketing growth secrets.

1. Three ways to attract traffic: Moments advertising effectively attracts new users

In order to stand out in the highly competitive market, e-commerce brands urgently need to find new customer acquisition channels. The advertiser Puwu Damei used WeChat Moments ads and mini programs to create a closed-loop path from traffic to conversion.

1. Optimize the outer material of the advertisement to highlight the national trend culture

In the early stage of advertising, optimizers prepare multiple sets of external materials for comparative testing to continuously improve the click-through rate and exposure of the advertisements.

The outer layer of image materials mainly starts from the popular online celebrity products "Fragrance Beads" and "Small Yellow Oil Hair Mask" of Puwu Damei, highlighting the discount " the second bottle is half price, the third bottle is only 9.9 yuan ", using online celebrity national trend products to capture users' attention and increase advertising clicks.

The outer layer of the advertiser’s circle of friends advertisement

2. Highlight the effectiveness of materials and keep them fresh

In order to avoid multiple exposures of the same outer layer and cause aesthetic fatigue to users, optimizers carefully designed a variety of outer layer materials to enhance the user's sense of freshness during the browsing process.

During the COVID-19 pandemic, optimizers adjusted the outer material of the advertisement to " waterless alcohol-based hand sanitizer " to meet users' protection needs during the resumption of work, highlight the timeliness of the product, directly "poke" consumer pain points, and attract users to click into the mini program to place orders directly. The average click-through rate of the advertisement was as high as 6.44%.

The outer layer of the advertiser’s circle of friends advertisement

3. Expand similar groups and lock in target users

In the early stage of advertising, in order to reasonably control the budget and reach high-intent potential customers at low cost, optimizers recommend that advertisers provide number packages of converted people as seed populations . Based on the seed population package, optimizers use the lookalike similar population expansion function to conduct a comprehensive analysis of the population, find users who are most similar to the seed population as the expanded population, and conduct targeted advertising exposure to the expanded similar population.

Afterwards, the optimizer turns on the automatic expansion function and uses the oCPM smart bidding tool to expose the ads to more high-intent users while stabilizing the delivery cost, thereby improving the efficiency of advertising delivery.

2. High conversion trilogy, building a closed loop of private domain traffic

For direct-operated e-commerce brands, it is very important to establish their own private traffic closed loop. Advertisers use WeChat Moments ads to efficiently attract new users and quickly achieve conversions with mini-programs. They then use manual customer service follow-up and other methods to retain users in brand communities and official accounts, thus building a complete private domain traffic closed loop.

1. Direct purchase from landing page to improve conversion

Users can enter the mini program landing page by clicking on the outer card of the advertiser’s Moments ad.

Optimizers rationally design the mini program page to ensure that it matches the front-end material . When users are attracted by the outer product images and enter the advertiser's mini program landing page, they can complete the order and purchase operation in just a few seconds, which significantly improves the conversion effect and the conversion rate by 30%.

Mini Program Order Instructions

2. Own IP + community marketing to guide user retention and conversion

Optimizers recommend that advertisers use customer service messages, service notifications and other functions in mini programs to increase user stickiness and promote consumer decisions.

In addition, after placing an order, users can add the customer service’s personal IP number “PWU皮皮酱” and enter the community. Through a series of preferential activities, the group will create fan benefits and trigger impulse consumption. Advertisers use their own IP and community operations to convert users' attention into purchasing power.

3. Public account operation to promote efficient monetization of private domain traffic

As competition for public domain traffic becomes increasingly fierce, e-commerce brands all hope to have a traffic pool that they can truly control to achieve the management and sedimentation of user traffic, and WeChat public accounts are the best choice for e-commerce brands to sediment private domains.

Therefore, advertisers also direct users to official public accounts through customer service messages, shopping card distribution , and other means. At the same time, high-quality content is output through the official public account to introduce a large number of accurate users to the mini program mall and increase product sales.

At present, WeChat’s monthly active users have exceeded 1.165 billion, and Moments advertising based on this will inject more vitality into the promotion of e-commerce brands. With the help of "Friends Circle Advertising + Mini Program", Puwu Damei fully leverages its advertising advantages, creates a closed loop of private domain traffic, and delivers the brand's national trend concept to every consumer.

3. Summary of Optimizer

In the advertising promotion of e-commerce brands, outer advertising materials are extremely important. E-commerce brands should choose the best-selling products of the season as advertising materials based on their own brand characteristics. For example, Puwu Damei used the popular national fashion products "Fragrance Beads" and "Small Yellow Oil Hair Mask" as the main advertising materials, which effectively increased the click-through rate of the advertisements.

When e-commerce brands use mini programs as landing pages, they can flexibly use functions such as customer service messages and service notifications to guide users to settle in brand public accounts and communities, retain users through multiple touchpoints, and increase user repurchase and retention.

The above is the case sharing of this issue. In recent years, with the disappearance of traffic dividends, brands' customer acquisition costs have remained high. How to acquire new users and retain them in one’s own private traffic pool is the key to e-commerce brands’ breakthrough and success.

Among them, "Puwu Damei", a national trend brand that focuses on cleaning products, leveraged WeChat Moments advertising + mini program marketing solutions to achieve double growth in brand and sales! This article will give you a detailed interpretation of Puwu Damei’s marketing growth secrets.

1. Three ways to attract traffic: Moments advertising effectively attracts new users

In order to stand out in the highly competitive market, e-commerce brands urgently need to find new customer acquisition channels. The advertiser Puwu Damei used WeChat Moments ads and mini programs to create a closed-loop path from traffic to conversion.

1. Optimize the outer material of the advertisement to highlight the national trend culture

In the early stage of advertising, optimizers prepare multiple sets of external materials for comparative testing to continuously improve the click-through rate and exposure of the advertisements.

The outer layer of image materials mainly starts from the popular online celebrity products "Fragrance Beads" and "Small Yellow Oil Hair Mask" of Puwu Damei, highlighting the discount " the second bottle is half price, the third bottle is only 9.9 yuan ", using online celebrity national trend products to capture users' attention and increase advertising clicks.

The outer layer of the advertiser’s circle of friends advertisement

2. Highlight the effectiveness of materials and keep them fresh

In order to avoid multiple exposures of the same outer layer and cause aesthetic fatigue to users, optimizers carefully designed a variety of outer layer materials to enhance the user's sense of freshness during the browsing process.

During the COVID-19 pandemic, optimizers adjusted the outer material of the advertisement to " waterless alcohol-based hand sanitizer " to meet users' protection needs during the resumption of work, highlight the timeliness of the product, directly "poke" consumer pain points, and attract users to click into the mini program to place orders directly. The average click-through rate of the advertisement was as high as 6.44%.

The outer layer of the advertiser’s circle of friends advertisement

3. Expand similar groups and lock in target users

In the early stage of advertising, in order to reasonably control the budget and reach high-intent potential customers at low cost, optimizers recommend that advertisers provide number packages of converted people as seed populations . Based on the seed population package, optimizers use the lookalike similar population expansion function to conduct a comprehensive analysis of the population, find users who are most similar to the seed population as the expanded population, and conduct targeted advertising exposure to the expanded similar population.

Afterwards, the optimizer turns on the automatic expansion function and uses the oCPM smart bidding tool to expose the ads to more high-intent users while stabilizing the delivery cost, thereby improving the efficiency of advertising delivery.

2. High conversion trilogy, building a closed loop of private domain traffic

For direct-operated e-commerce brands, it is very important to establish their own private traffic closed loop. Advertisers use WeChat Moments ads to efficiently attract new users and quickly achieve conversions with mini-programs. They then use manual customer service follow-up and other methods to retain users in brand communities and official accounts, thus building a complete private domain traffic closed loop.

1. Direct purchase from landing page to improve conversion

Users can enter the mini program landing page by clicking on the outer card of the advertiser’s Moments ad.

Optimizers rationally design the mini program page to ensure that it matches the front-end material . When users are attracted by the outer product images and enter the advertiser's mini program landing page, they can complete the order and purchase operation in just a few seconds, which significantly improves the conversion effect and the conversion rate by 30%.

Mini Program Order Instructions

2. Own IP + community marketing to guide user retention and conversion

Optimizers recommend that advertisers use customer service messages, service notifications and other functions in mini programs to increase user stickiness and promote consumer decisions.

In addition, after placing an order, users can add the customer service’s personal IP number “PWU皮皮酱” and enter the community. Through a series of preferential activities, the group will create fan benefits and trigger impulse consumption. Advertisers use their own IP and community operations to convert users' attention into purchasing power.

3. Public account operation to promote efficient monetization of private domain traffic

As competition for public domain traffic becomes increasingly fierce, e-commerce brands all hope to have a traffic pool that they can truly control to achieve the management and sedimentation of user traffic, and WeChat public accounts are the best choice for e-commerce brands to sediment private domains.

Therefore, advertisers also direct users to official public accounts through customer service messages, shopping card distribution , and other means. At the same time, high-quality content is output through the official public account to introduce a large number of accurate users to the mini program mall and increase product sales.

At present, WeChat’s monthly active users have exceeded 1.165 billion, and Moments advertising based on this will inject more vitality into the promotion of e-commerce brands. With the help of "Friends Circle Advertising + Mini Program", Puwu Damei fully leverages its advertising advantages, creates a closed loop of private domain traffic, and delivers the brand's national trend concept to every consumer.

3. Summary of Optimizer

In the advertising promotion of e-commerce brands, outer advertising materials are extremely important. E-commerce brands should choose the best-selling products of the season as advertising materials based on their own brand characteristics. For example, Puwu Damei used the popular national fashion products "Fragrance Beads" and "Small Yellow Oil Hair Mask" as the main advertising materials, which effectively increased the click-through rate of the advertisements.

When e-commerce brands use mini programs as landing pages, they can flexibly use functions such as customer service messages and service notifications to guide users to settle in brand public accounts and communities, retain users through multiple touchpoints, and increase user repurchase and retention.

The above is the case sharing of this issue.

Author: Meng Xiaoju

Source: Weimeng Mengju