Advertising on WeChat Official Account: cost, ad formats, targeting and rules

After defining the concept of paid advertising on WeChat and giving an overview of the available formats and ad display costs, let’s dive deeper into each channel of paid advertising in WeChat’s ecosystem with a series of comprehensive guides.

After WeChat Mini Program Advertising and WeChat Moments offering, this chapter is dedicated to WeChat banner advertising.

This is a promotion spot embedded in WeChat Articles broadcasted from a WeChat Public Account.

This page is contributed and maintained in collaboration with global innovation agency Fabernovel.
WeChat Mini Programs for eCommerce development | colloboration between 31Ten and WeChat Wiki | logo

1. What is WeChat Official Account advertising? How does the banner ad look like into a WeChat Article? How does it work?

What is WeChat Banner Ads?

They are advertising spaces are displayed in the WeChat Official Account Articles.

This advertisement offering has a banner look.

WeChat OA article advertsing is available only to companies that are registered in China with valid Chinese business licences.

In WeChat Official Account, the advertisers can select among 3 types of banner ad display:

  • Bottom ad
  • In-Article ad
  • Mutual selection ad
    • Synomyns: KOL (Key Opinion Leader) banner ad / Two-way-pick banner ad

If a term on this page is unclear, here is a WeChat-related comprehensive lexicon: + WeChat APP: glossary, lexicon & definitions to learn the basics right

The 2 first types are quite standard:

  • Similar to WeChat Moments Advertising with the same attributes (pricing, targeting criteria and objectives to define)
  • Advertisers can’t control which specific WeChat Official Accounts the ads will appear on.

However, the Mutual Selection Ad is working differently, enabling the collaborations between brands and WeChat Official Account providers:

  • Advertisers can control which specific WeChat Official Accounts the ads will appear on.

The Official Accounts need to have at least 20,000 followers in order to be eligible to the Mutual selection advertising.

How does Mutual Selection Ad work?

Advertisers must apply for the ad spot to their chosen provider/official account holder, usually an influencer (KOL).

Then the provider can either confirm or reject the application.

The advertiser and the selected provider must mutually agree on the advertising execution, planning and collaboration terms (cost per view and how many views will be accounted for). The price is set based on past performance.

The advantage of this advertising model is signified by the precise reach-out to the brand’s designated target audience.

The most popular practice of mutual selection ads takes place during a major campaign where KOL collaboration and mutual selection advertising are bundled together

2. Ad Banner Formats on WeChat Article

Bottom Banner

  • Media available to display: Image/Video
  • Location: Displayed at the bottom an article page
  • Goal: Maximizing the friendliness of the ad to encourage engagement

Here are the different layout variations available of this banner ad:

Banner Ad
(clickable picture)
Larger Banner Ad
(clickable picture)
Card Ad with picture
(OA logo + OA name + link)
Card Ad with video
(OA logo + OA name + link)
Follow Official Account
(OA logo + OA name + link)
Follow Official Account
(OA logo + OA name + link)
wider display format
Coupon Ad
Mobile App Ad

In-article Banner

  • Media available to display: Image/Video
  • Location: Displayed in the middle of an article page

Here are the different layout variations available of this banner ad:

Mutual Selection Ad

  • Media available to display: Image
  • Location: Displayed in the bottom of an article page

Mutual Selection Ads looks just like all other forms of Official Account Ads.

3. Landing pages for WeChat Official Account Advertising

Type of landing pages

Advertisers can choose to redirect the users to when clicking on a display ad, :

  • Event details page to know more about the event
  • Registration Page for lead generation WeChat templated page
  • Article Page From Official Account
  • Official Account Home & Follow Page
  • Location-Based Service Store Page to Direct Online Traffic Not available for Bottom Ads
  • Mini Program Developed by brands
  • Other landing pages: Coupon, app store, external web page, etc.

Coupon as landing page is not available for in-article type ad

The landing page is meant to meet a given objective (Brand event promotion, WeChat Official Account Promotion, collecting sales leads, etc…). That’s why it’s important to define a clear objective when designing a paid marketing campaign

Landing pages requirements

The display options that the advertiser can choose from vary depending on the defined Ads Objective.

4. How much do WeChat Banner ads cost? 

Bottom ad & In-Article ad

Pricing Model

  • CPM: Cost Per Thousand impressions based on a Scheduled scheme
  • CPC: Cost-per-click on a Real-time Bidding scheme

Minimum investment

50,000 RMB

This entry price applies for both local companies (including WFOEs that are registered in mainland China) and foreign companies

Cost

CPM varies among the 3 tiers of cities

25 RMB per thousand

20 RMB per thousand

15 RMB per thousand

CPC – from 0.50 RMB per click

Mutual selection ad or Two-Way-Pick Banner

Minimum investment

500,000 RMB

5. Case Studies of WeChat Official Account article advertising

Official account promotion

Roger Dubuis

Roger Dubuis bottom ad redirecting to Official Account follow button

Lavazza

LAVAZZA bottom ad redirecting to Official Account follow button

This page is contributed and maintained in collaboration with global innovation agency Fabernovel.
WeChat Mini Programs for eCommerce development | colloboration between 31Ten and WeChat Wiki | logo

Updated on 2020-01-15

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