In this guide
1. Who can advertise and what you need
Both mainland China entities and some overseas entities can run WeChat ads. You will need an official account (or Mini Program) set up and verified, a clear company profile, compliant creatives, and a working landing flow. If you operate cross-border, we pick formats and destinations that fit your business model and approval path.
2. Ad formats that matter
- Moments ads, native placements in the social feed, great for reach and product storytelling.
- Official Account ads, placements in articles and account details, good for interest capture.
- Mini Program ads, performance focused inventory inside Mini Programs, useful for app-like flows.
- Channels ads, short video placements that pair well with product demos and creator content.
3. Targeting options
- Demographics and location, age brackets and city/province focus where relevant.
- Interests and behaviors, category signals, for example fitness, skincare, travel.
- Device and network, optimize for common devices to protect load speed.
- Retargeting, build audiences from account interactions and Mini Program events where allowed.
4. Budgets, bidding, and pacing
Start with a daily budget that can collect statistically useful data, then bid to your primary action, article reads, Mini Program opens, or lead submissions. Use controlled pacing the first week to validate creative and targeting, then scale the best tree and prune the rest.
5. Creative that works on WeChat
- Lead with the problem and the outcome, then the product fit.
- Use clean visuals with readable text, keep overlays tidy.
- Bilingual when it helps, but make the Chinese line crystal clear.
- One primary CTA, for example Try now, Get catalog, or Book a consult.
6. Where to send the traffic
- Official account article, best for education and soft lead capture.
- Mini Program, best for product browse and purchase, or lead forms that feel native.
- Profile follow, great when your content engine is strong and you want steady compounding reach.
7. Measurement and optimization
- Track impressions, reach, CTR, article reads, follows, Mini Program opens, and purchases or leads.
- Compare by creative, audience, and placement, then shift spend to winners.
- Protect delivery with good page speed and stable back ends so users do not drop.
8. Compliance and approvals
Ads must match your account’s profile and category. Claims should be accurate and supported. Regulated categories may require additional documentation. I help prepare materials so the first submission is as strong as possible.
9. A simple 30-day starter plan
- Week 1, set up account assets, two Moments creatives, one article landing, one Mini Program landing, basic audiences.
- Week 2, launch small test budget across two placements and two audiences, read early signals.
- Week 3, pause weak ads, iterate titles and first frame, add one retargeting set.
- Week 4, scale top ad set, ship a fresh creative, finalize next month’s content and offers.
10. Quick checklist
- Verified official account and clean profile.
- At least two creative variations and one short video.
- Fast landing, article or Mini Program, with one clear action.
- Basic interest targeting plus one retargeting audience.
- Daily QA on delivery, spend, and top-line goal.
Want me to plan and launch your first WeChat ads
I can set up the account, creatives, targeting, and reporting, then hand over a repeatable playbook.
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