WeChat Social Ads Playbook - WeChat Wiki - Understand And .

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WeChatSocial AdsPlaybookSeptember 20191

FOREWORDFABERNOVEL is pleased to share this playbook reviewing various offerings ofWeChat advertising and the possibilities for brands to reach and engage the techsavvy consumers.Since the inception of WeChat, Tencent has been very cautious about introducingpromotional messages on its platform. The Super APP is envisioned more as aproductive toolkit for the users' daily life than a source of media revenue stream itself.On contrary to 1 ad for every 10 posts on Facebook, the Shenzhen tech giant makessure its users exposed to maximum 2 ads per day.That being said, WeChat advertising offerings have become so comprehensive andimpactful to capture the attention of Chinese consumers from both home andabroad. To build successful WeChat strategies, it is now crucial for business to masterthese various ad formats, ad touch points, ad features, bidding tactics and audiencetargeting possibilities.Let’s discover more with this playbook!Patrice NordeyAPAC CEO, FABERNOVELPhotoColemanby 珂 许 onUnsplashPhoto credits: James(unsplash)2

1. Introduction To WeChatSummary2. WeChat Advertising 1O13. Case Studies4. About FABERNOVEL3

1Introduction To WeChat4

TENCENT MASSIVE ECOSYSTEMTencent VideoQQ messenger(425 million MAU)(823 million MAU)WeishiWeChatShort video app(1.1 billion MAU)VIDEOQzoneSOCIALMEDIA(568 million MAU)SogouSearch engineSEARCHMeituan-DianpingLocal review and group purchaseONLINEPAYMENTTenpay58.ComLifestyle information and servicesWeChat PayO2OTencent MapE-COMMERCEMap and appJD.comDiDiChina’s 2nd largest B2C platformTaxi & ride-hailing appLejuSecond-hand housing tradingSource: Tencent, Co-creating a smarter era of luxury, 2019ElongTravel and ticketing serviceOther fields include gaming, portal site, entertainment, etc.5

WECHAT INTRODUCTIONMessaging & Moments38BMessagessent dailyLaunched in 20111.1 BillionMomentsshared dailyOfficial AccountsMAU in 2018China’s largest socialmedia platform460M3.5MActivepublic accountsSource: Tencent, Co-creating a smarter era of luxury, 201980MPublic accountfollowersWeChat Payment38%800MOf mobile payment Users binding bankaccount with WeChatmarket shareMini Program2.3 MillionMini Programs sincethe launch in 2017200MDailyactive users6

WECHAT INTRODUCTION1INTRODUCTION WeChat is a multi-purpose messaging, social media and payment app with over 1 billion monthly active users. Itwas developed by China’s social media giant Tencent in 2011.Launched in 20111.1 Billion2 KEY NUMBERS AND FACTS 38.2 billion messages and 460 million WeChat moments are sent daily average in 2018 on the platform.MAU in 2018 As of July 2018, WeChat drove 47.7 billion traditional consumption, covering travel, food, shopping, tourism,China’s largest socialmedia platform By 2018, WeChat Payment occupied 38% of mobile payment market share with 600 million users. Most usersetc.use WeChat Payment in restaurant, convenience store, food delivery, ticket purchasing and online platformservices. On Jan 2017, WeChat launched a new initiative called WeChat Mini Program, which is “sub-applications” withinthe WeChat ecosystem. They are the embedded apps within WeChat that requires no download that providecustomers with an “use and leave” option. The number of Mini Program reached 2.3 million with 200 millionactive users since the launch in 2017.3 WHY WECHAT WeChat is the core platform for Gen-Z to connect and maintain relationship with friends, family and school. Gen-Z are using more services (ride hailing, food delivery, shopping, etc.) on WeChat, especially after the launchof WeChat Mini Program.Source: Tencent, Co-creating a smarter era of luxury, 20197

WECHAT NATIVE ADVERTISINGAds receivedWeChat groupsIn-Article AdsAds in Moments feedAds within Wechatpayment receiptsAds within MiniProgramsin-game ads8

2WeChat Advertising 1O19

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads10

WECHAT ADS OVERVIEW1WECHAT MOMENTS ADS2WECHAT OFFICIAL ACCOUNT ADS3WECHAT MINI PROGRAM ADSHOW IT WORKS 3 types of display offerings:1. Moments Ads:Native Ads displayed at users’Moments feed in a form similarto a friend’s original content.2. Official Account Ads:Displayed when users browsecontent on public accounts(Vogue, Elle, etc.)2. Mini Program Ads:Displayed when users browsemini program or mini game.Ad placementUser’s moments feed3 formats available1. Image/Video Text Link2. Card image/video Text3. Special FormatAd placementIn-article or page bottom3 formats available1. Bottom Ads2. In-Article Ads3. Mutual Selection AdsAd placementIn Mini Program/ in Mini Game3 formats available1. Bottom Banner Ads2. Incentive Ads (Mini GameVideo)3. Pop-up Ads11

WeChat Ads OverviewDEFINITIONSImpression : number of times an adbeen shownReach : number of viewersLike : thumb upComment : leave messageShare : forward to friendClick : press the photo/link/copy, ect.Engagement : number of actions beendone by viewers (Like Comment Share Click)Canvas Engagement : Engagement ofthe landing page(number of times thevideo play button click)Follow : number of new followersCost : money spendingCPM : cost impression 1000CPE : cost engagementCPF : cost followerCPC : cost clickCPA : cost actionCTR : click impression 100%FTR : follower click 100%1MOMENTS ADS KEY KPIS2OFFICIAL ACCOUNT ADS KEY KPIS3WECHAT MINI PROGRAM ADS ngagementFollowCPECPFFor ongoing ad toCTRoptimize the visualFTR& criteriaImpressionEngagementFollowCPECPF12

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads13

MOMENTS ADS1 Post FormatMaximizing the friendlinessof the ad to encourageengagement2Card FormatCreating an attentioncatching “branding zone” inmoments feed3Special Format(1M RMB investment)WeChat offer special formatsand features such as A/Boption, full frame, etc.14

1POST FORMATS - FEATURESAsset type:1 single pictureAsset type: Multipicture 3/6/9Asset type:Video AdSpecial interaction:@FriendCTA: Link to store(LBS)CTA: Follow OfficialAccountMoments AdsMomentsPost AdCTA: Mini ProgramCTA: Coupon15

2CARD FORMATS - FEATURESAsset type:Video cardformatCTA: MiniProgramCTA: Link to store(LBS)MomentsPost AdMoments AdsAsset type:Card AdCTA: CouponCTA: FollowOfficial AccountCTA: EventregistrationCTA: Link to Article16

3SPECIAL FORMATS -FEATURES 1 Million RMBinvestmentKey wordsMoments AdsCustomized outboundlink (outside of Wechat)A/B cardFull size video 2 Million RMBinvestmentInteractive video(ie: draw the stitch at the end ofthe video to unlock the ad ) 5 Million RMBinvestmentPanorama visualinteractionCelebrity endorsement(icon of the celebrity)17

Moments AdsLANDING PAGES FOR MOMENTS ADEvent details pageTo know more aboutthe eventRegistration Pagefor lead generationWeChat templated pageArticle PageFrom Official AccountOfficial AccountHome & FollowPageLBS Store PageTo Direct Online TrafficNot available for BottomAdsMini ProgramDeveloped by brandsOther landing pages: Coupon, app store, external web page, etc.18

LANDING PAGES REQUIREMENTSRequired elementsAds objectivesStore promotion Store addressMap WeChat Page CanvasWeChat Simplified canvasFull frameMini ProgramProduct promotion Products presentation CanvasExternal web linkMini Program Linkage to Mini Program /WeChat Article / Website /Coupon / Event booking CanvasWeChat Simplified canvasFull frameMini Program Official Account button / QRcode WeChat CanvasFull frameOfficial AccountWeChat CanvasWeChat Simplified canvasFull frameMini ProgramWeChat CanvasFull frameMini ProgramBrand promotionMoments AdsDisplay optionsOfficial AccountpromotionSales leadscollection Information collect form Coupon distribution Presence of coupons 19

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads20

OFFICIAL ACCOUNT ADS - 3 FORMAT TYPESBottom Ad(Image/Video)Maximizing the friendliness of thead to encourage engagementIn-Article Ad(Image/Video)Displayed in the middle of an articlepageMutual Selection Ad(Image)Displayed in the bottom of anarticle page21

BOTTOM AD - SUB-FORMATSBanner AdOfficial Account Ads(clickable picture)Larger Banner AdCard Ad with picture(clickable picture)(OA logo OA name link)Card Ad with video(OA logo OA name link)OfficialAccount AdsFollow Official Account(OA logo OA name link)Follow Official Account(OA logo OA name link)wider display formatCoupon AdMobile App Ad22

Official Account AdsIN-ARTICLE ADCLICKOfficial AccountHome PageCard Format(Image)Landing PageProvided by WeChatPre-Video Format(5/6/15s Video)23

MUTUAL SELECTION ADHow it works:On the user end, Mutual Selection Ads looks just like all otherforms of Official Account Ads.Official Account AdsAd Spot ProviderHowever, advertisers must apply for the ad spot to theirchosen provider/official account holder, usually an influentialKOL. Then the provider can either confirm or reject dvertiserCHOOSECONFIRMSelection gexecutionExecution PhaseThe advantage of this advertising model is signified by theprecise reach-out to the brand’s designated target audience.The most popular practice of mutual selection ads takes placeduring major campaign where KOL collaboration and mutualselection advertising are bundled together24

Official Account AdsLANDING PAGES FOR ACCOUNT ADSEvent details pageTo know more aboutthe eventRegistration PageFor generating LeadsArticle PageFrom Official AccountOfficial AccountHome & FollowPageCouponTo encouragepurchasesMini ProgramDeveloped by brandsOther Destinations: LBS store, App store, external web page etc.25

LANDING PAGE REQUIREMENTSRequiredelementsOfficial Account AdsAds objectivesDisplay optionsProductpromotion Products presentation CanvasExternal web linkMini ProgramApplicationpromotion Application downloadbutton Android / App storeBrandpromotion Linkage to MiniProgram / H5 / WeChatArticle / Website CanvasExternal web linkMini Program Official Account button /QR code Official AccountSales leadscollection Information collect form CanvasExternal web linkMini ProgramCoupondistribution Presence of coupons Coupon pageOfficial AccountpromotionBottom adInarticleadMutualselection26

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads27

MINI PROGRAM ADSMini Program banner(Image)Very eye-catching when usersbrowse the list of Mini ProgramsIncentive Ad(Video)Users can choose to watchthe ad in exchange of gamebonusPop-up Ad(Image)Users can choose to watchthe ad in exchange of gamebonus28

Official Account AdsLANDING PAGES FOR MINI PROGRAMS ADSEvent details pageTo know more aboutthe eventRegistration PageFor generating LeadsApp downloadApp store / AndroidOfficial AccountHome & FollowPageGame pageTo encourage playgamesMini ProgramDeveloped by brands29

LANDING PAGE REQUIREMENTSRequiredelementsOfficial Account AdsAds objectivesDisplay optionsProductpromotion Products presentation CanvasExternal web linkMini ProgramApplicationpromotion Application downloadbutton Android / App storeBrandpromotion Linkage to MiniProgram / H5 / WeChatArticle / Website CanvasExternal web linkMini Program Official Account button /QR code Official AccountSales leadscollection Information collect form CanvasExternal web linkMini ProgramGamepromotion Button linking to game Game Mini ProgramOfficial AccountpromotionBannerIncentive adPop-up30

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads31

BRAND ZONE ADSWeChat offer some extra services for their One Million Club members: Exclusive branded search function – Branding orientedOfficial Nike sectionwhere are displayed:brand story / brandactivities / contact / storelocations / customerservice / official account /Mini ProgramBrand Zone AdsNike Official AccountNike Mini ProgramBranding orientedThe Official brand section is animportant channel where userscan obtain brand information andservices displayed one after one:- Mini Programs- Official accounts- Services or products bothsupported by Mini ProgramsFriend’s post mentioningNike32

BRAND ZONE ADSWeChat offer some extra services for their One Million Club members: Exclusive branded search function – Products orientedBrand Zone AdsOfficial Lancôme sectionwhere are displayed:brand story / brandactivities / contact / storelocations / customerservice / official account /Mini ProgramLancôme OfficialAccountLancôme Mini ProgramArticle mentioningLancômeLancôme WeChatonline e-commerceLancôme encyclopedia33

AWeChat Ads OverviewBMoments AdsCOfficial Account AdsDMini Program AdsEBrand Zone AdsFHow To Run WeChat Ads34

A SIMPLE 8-STEP PROCESSDefine adobjectiveChoose adformatSelecttargetaudiencesStrategy & ad assets set upTop-up &schedulethe adpositionUpload adassetsWeChat backend executionPass theTencent adverificationAd previewAd launchAdMonitoring& A/BTestingAd optimization35

DEFINE YOUR ADVERTISING OBJECTIVESHow To Run WeChat AdsBrand eventpromotionOfficial accountpromotionStore promotionPromoting WeChatOfficial Account in orderto attract subscribers.The objective is to bringoffline traffic and onpromotionDistributing coupons viaads can incite users topurchase online oroffline.Promote online productsto bring more customersand orders.The objective is toincrease brandawareness and bringparticipation.Some ads drive users toApp or Android store todownload theapplication.Collecting salesleadsSome ads have objectiveto collect sales leads andfind potential customers.Games promotionAttract more users to playgames.36

CHOOSE YOUR AD FORMAT & PRICING MODEL2 OFFICIAL ACCOUNT ADSMOMENTS ADSPricing model : CPM & CPC (oCPA*)1 Pricing model : CPMScheduled (CPM)How To Run WeChat AdsScheduled1. Ad spots scheduled 1-28 days inadvance with placement priorityguaranteed2. CPM varies among the 3 tiers of cities(core/key/other)3. Minimum investment: 50,000 RMBper wave1Minimum Investment50,000 RMBReal-time bidding (CPC / oCPA*)Real-time Bidding1. Exposure window selected in advancewhile placement would not beguaranteed.2. Impressions are distributed accordingto bidding price and ad quality.3. Minimum investment: 1,000 RMB perday*oCPA (Optimized CPA): According to the actualpromotion demand, the advertisement system will takethe intelligent optimization to place, accurate reaches tohigh conversion rate users.1. Ad spots scheduled 1-28 days inadvance with placement priorityguaranteed2. CPM varies among the 3 tiers of cities(core/key/other)3. Minimum investment: 1,000 RMB perwave23Minimum Investment1,000 RMB1. Exposure window selected in advancewhile placement would not beguaranteed.2. Impressions are distributed accordingto bidding price and ad quality.MINI PROGRAM ADS3 Pricing model : CPCReal-time bidding1. Exposure window selected in advancewhile placement would not beguaranteed.2. Impressions are distributed accordingto bidding price and ad quality.37

WECHAT ADVERTISING RATE CARDMOMENTS ADS PRICINGScheduledHow To Run WeChat AdsCITYIMAGE ADVIDEO ADCORE (SH & BJ)150 RMB / CPM180 RMB / CPMKEY (1st & 2nd TIER)100 RMB / CPM120 RMB / CPMOTHER (3rd TIER)50 RMB / CPM60 RMB / CPMReal-time biddingavailable starting from 100 RMB per thousandimpression with minimum investment of 1,000 RMBper DAYOFFICIAL ACCOUNT PRICINGScheduledCITYIMAGE ADVIDEO ADCORE (SH & BJ)35 RMB / CPM40 RMB / CPMKEY (1st & 2nd TIER)30 RMB / CPM35 RMB / CPMOTHER (3rd TIER)25 RMB / CPM30 RMB / CPMReal-time biddingavailable starting from 0.5 RMB per click withminimum investment of 50 RMB per DAYMINI PROGRAM PRICINGReal-time biddingAvailable starting from 0.5 RMB per click with minimum investment of 50 RMB per DAY38

SELECT YOUR TARGET AUDIENCESDepending on the ad’s objective, advertisers may change some parameters in order to target the right peopleHow To Run WeChat AdsInterestBehaviorUsers‘ long-term interests(what I like)Users‘ specific behavior(what I have done)News / LOHAS / Automobile /Entertainment / Travel /Games / Food & Beverage /Health / Sports / Cosmetics /Home / TechNews / Fashion / Education /Services / Finance / Businessservices / Automobile /Entertainment /Parenthood / Travel / RealEstates / Gaming / Food &Beverage / Health / Sports &Fitness / Beauty / Home /Digital productEducationbackgroundPrimary schoolJunior high schoolHigh schoolCollegeBachelorMasterPhDGeographicOutbound China will be targeted bycountryAge & Gender(inner China Mainland) :Core cities:Beijing / ShanghaiKey cities:Guangzhou / Chongqing /Nanjing etcOther citiesAge:from 14 to 60 years oldGender:Male / FemaleMarriage statusMobile phone brand &pricePhone operatingsystem & gBy brand:Apple / Samsung / Huawei /Xiaomi / Vivo / etc.Price range: 1500 to 4500 Operating system:Android / iOSInternet provider:China Mobile / ChinaUnicom / China Telecom39

How To Run WeChat AdsANALYZE THE PERFORMANCE OF YOUR ADImpression dataTotal impressions, Non chargeimpressions help assessing therange of audience the ad reachedClick data & Ad visualAd visual click rate, Landing pageclick rate help assessing thequality of the adInteraction dataLike rate, Comment rate and Nointerest percentage helpassessing the interaction betweenusers and the brandShare dataShare to friends and Momentshelp assessing users’ acceptancetowards the ad and initiative tospread itFollow dataIcon & Name click rate, Follow ratehelp assessing brand influenceOther customized dataSales leads, Purchases and otherdata40

RESTRICTIONS ON WECHAT ADS1Chinese advertising law & Tencentstipulation1. Absolute terms such as "national level", "highest level"and "best" shall not be used.6.7.How To Run WeChat Ads2. No false or misleading advertisements may be placed.3. The data, statistics, survey results, abstracts andquotations used in advertisements shall be true andaccurate, and the source shall be indicated.4. False patented products or patented methods shall notbe involved in advertisements.5. Do not use advertising ideas that are easilymisunderstood and intentionally deceive or misleadconsumers.8.The commodities or services of other producersor operators shall not be belittled.The words "well-known trademark" shall notappear in advertisements (article 15 of thetrademark law of the People's Republic ofChina).WeChat advertising limits the types of campaigns:Promotional activities with strong inducement andhigh risk. Activities that do not involve the purchaseof physical goods. The selection of spokespersons,models and actors, etc.2."National products exempted frominspection" and other contents related toquality exemption shall not appear.WeChat advertising prohibited types of activities:including but not limited to crowdfunding, 1 RMBshopping, etc.3.WeChat advertising promotion campaign contentbasic requirements: advertising content descriptionneeds to be clear, detailed rules of the campaign.9. Unauthorized third party images or logos shallnot be used.4. Lucky draw campaign, prize price must be less than5000 RMB.10. The image and security of the state, the nationand society shall not be harmed.5.11. It must not go against the requirements ofbuilding social and spiritual civilization andmust not go against the good customs ofsociety.Gift activities state clearly the variety, specification,quantity, time limit and manner of the goods orservices provided as gifts.6.Coupon activities,do not use activities to inducesharing, attract attention to quickly get fans or seekimproper interests.7.No format clause like "XXX has the right tointerpret this activity" shall appear in the content ofthe activity.More than 9 visualsplacement is not availableCan not use specific groupsof people as activit

7 1!INTRODUCTION WeChat is a multi-purpose messaging, social media and payment app with over 1 billion monthly active users.It was developed by China’s social media giant Tencent in 2011. 2 KEY NUMBERS AND FACTS 38.2 billion messages and 460 million WeChat moments are sent daily average in 2018 on the platform. As of July 2018, WeChat drove 47.7 billion traditional consumption .

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