Pay per click. When WeChat users click on advertisements, advertisers need to pay, and the advertisement display is completely free. The fee is deducted from the advertiser's account balance.
When deducting advertising clicks, the bidding price and quality of the last advertisement in the internal ranking of the advertising system will be considered comprehensively. The actual deduction of the advertisement will be calculated by combining your advertisement quality score, the latter bid and the quality. Therefore, there is no need to adjust the bid frequently for fear of overpricing, because the actual deduction of advertising is usually lower than your bid.
The starting price of each advertisement is 0.5 yuan.
The approximate charging formula is as follows:
Cost per click = {(the bid of the next place x the quality of the next place)/the quality of this advertisement }+0.0 1 yuan.
How to charge for WeChat friends circle advertisements:
It is divided into pay per view (CPM) and pay per view. Different regions are divided into core cities (Beijing and Shanghai) and ordinary cities, and the CPM difference between them is 3 times. For details, please see the latest policy of WeChat friends circle 20 18-
Friends circle advertisements are charged according to the number of exposures. The charging strategies corresponding to different advertising forms are as follows:
billboard
Except for the local promotion advertisements in the circle of friends, other graphic advertisements support reservation purchase and bidding purchase. Local promotion advertisements in friends circle only support bidding purchase.
1. Booking for purchase
Advance purchase is characterized by locking the exposure 1-28 days in advance and freezing the amount of the advance account in the account in advance, which is a contract purchase method with guaranteed price and quantity.
The minimum budget for graphic advertisements of friends circle purchased through the schedule is 50,000 yuan, and the exposure unit price is determined by the advertising area. At present, the distribution areas are mainly divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit price are as follows:
-Core cities: 150 yuan/Thousand Exposure
Including Beijing and Shanghai.
For example, if an advertiser places a graphic advertisement in a circle of friends in Beijing with a budget of 300,000, the advertiser's advertisement can get at least 2 million exposures.
-Key cities: 100 yuan/thousand exposures
Including Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin and Fuzhou.
For example, if an advertiser places a friend circle graphic advertisement in Guangzhou and Shenzhen with a budget of 300,000, then the advertiser's advertisement will gain 3 million exposure in at least two regions.
-Ordinary city: 50 yuan/1000 sheets.
Including other cities except the above 22 cities.
For example, if an advertiser places a friend circle graphic advertisement in Dongguan and Zhangzhou with a budget of 300,000 yuan, then the advertiser's advertisement will gain 6 million exposure in at least two regions.
2. Bidding for purchase
Bidding is suitable for advertisers who need to flexibly adjust their advertising settings and constantly optimize their advertising effects. After determining the target audience and daily budget, advertisers can bid for advertising exposure, and compete with other advertisers through real-time bidding to obtain advertising exposure. Local promotion advertisements in friends circle only support bidding purchase.
The bidding scope of bidding procurement is divided into three levels according to the delivery area: core cities, key cities and ordinary cities. The bidding scope corresponding to each city is as follows:
-Core city: bidding range 100~300 yuan/Thousand Exposure.
The list of core cities is as above.
For example, if an advertiser places a graphic advertisement in a circle of friends in Beijing, the bidding price is set at 120 yuan/thousand exposures, and the daily budget is 30,000 yuan, then the actual exposure unit price will not exceed 120 yuan/thousand exposures, and the advertising consumption on that day will not exceed 30,000 yuan.
-Key cities: the bidding range is 60~200 yuan/thousand exposures.
The list of key cities is as above.
For example, if an advertiser places a graphic advertisement in a circle of friends in Guangzhou and Shenzhen, and the bidding price is set as 80 yuan/Thousand Exposure, and the daily budget is 30,000 yuan, then the actual exposure unit price will not exceed 80 yuan/Thousand Exposure, and the advertising consumption on that day will not exceed 30,000 yuan.
-Ordinary cities: the bidding range is 30~200 yuan/thousand exposures.
The list of ordinary cities is as above.
For example, if an advertiser places a friend circle graphic advertisement in Dongguan and Zhangzhou, and sets the bidding price as 30 yuan/Thousand Exposure, and the daily budget is 30,000 yuan, then the actual exposure unit price will not exceed 30 yuan/Thousand Exposure, and the advertising consumption on that day will not exceed 30,000 yuan.
Video advertisement
Friends circle video ads only support reservation purchase.
1. Booking for purchase
By locking the exposure of video advertisements in the circle of friends 1-28 days in advance, the minimum budget for a single launch is 50,000 yuan, and the unit exposure price is determined by the advertising launch area. At present, the distribution areas are mainly divided into three categories: core cities, key cities and ordinary cities. The specific cities included in each category and the corresponding exposure unit price are as follows:
-Core cities: 180 yuan/Thousand Exposure
Including Beijing and Shanghai.
For example, if an advertiser places a video advertisement in a circle of friends in Beijing with a budget of 6.5438+0.8 million yuan, the advertiser's advertisement can get at least 6.5438+0.8 million exposure.
-Key cities: 120 yuan/Thousand Exposure
Including Guangzhou, Chengdu, Shenzhen, Hangzhou, Wuhan, Suzhou, Chongqing, Nanjing, Tianjin, Xi, Shenyang, Changsha, Qingdao, Ningbo, Zhengzhou, Dalian, Xiamen, Jinan, Harbin and Fuzhou.
For example, if an advertiser places a friend circle video advertisement in Guangzhou and Shenzhen with a budget of 1.8 million yuan, then the advertiser's advertisement will get 1.5 million exposures in at least two regions.
-Ordinary city: 60 yuan/1000 exposures.
Including other cities except the above 22 cities.
For example, if an advertiser places a friend circle video advertisement in Dongguan and Zhangzhou with a budget of 6.5438+0.8 million yuan, then the advertiser's advertisement can get at least 30 million exposures in two regions.