💡 Why This Matters

WeChat Moments Ads represent one of the highest-trust advertising environments in the world. But with great opportunity comes complexity: creative quality, bidding strategy, and campaign setup questions plague even experienced marketers. Based on the Tencent Ads Marketing Academy's "Moments Ads: Quick Q&A" series, here are 20 practical questions (and sharp answers) that will save you hours of trial-and-error.

📝 Part 1: Creative Quality & AIGC Tools

Q1: Does creative quality affect exposure?

Yes. Creative quality impacts exposure in three ways:

  1. Freshness: If creatives haven't been updated for a long time, users experience aesthetic fatigue → CTR drops → system reduces exposure weight.
  2. Interaction: High-interaction creatives (clicks, likes, comments) can be iterated and optimized.
  3. Negative feedback: Low-quality or non-compliant creatives may trigger user complaints → high negative feedback rate → system limits exposure.
Takeaway

Refresh creatives regularly and monitor CTR trends.

Q2: Does AIGC derivative change the original image significantly?

No. Tencent Ads' AIGC derivative product is Miaosi Max. It generates derivative creatives based on the original image or supports generating different creative sizes. It does not significantly alter the original.

Use case: Upload one hero image → Miaosi Max creates 9:16, 16:9, 1:1 variants automatically.

Q3: How many creatives per ad group?

  • 📦
    Up to 10 videos or images per ad groupDuring the initial testing phase, you can check "Specify creative format" in the ad platform.
  • 🎯
    Do NOT specify creative formatLet the system find the best combination automatically.
  • 🔄
    Recommended combo5–8 ads per account, 5–8 creative groups per ad, each using 2–3 videos/images × 2–3 copy variants (combinatorial testing).

    • Q4: Nine-grid ads — will they get rejected?

    Avoid split images for ad placement. To ensure user experience and prevent incomplete first images when jumping to landing pages, do NOT use split images.

    If rejection occurs:

    1. Follow review rules strictly
    2. Use Miaosi tools to assist in modifying rejected creatives and reduce penalty risk

    🎬 Part 2: Video Creatives & Landing Pages

    Q5: What video duration works best?

    Core principle: Communicate product information effectively. Highlight product features in the first 3 seconds.

    • If the video involves product voiceover or celebrity endorsement, slightly longer is better
    • Overall control: 30 seconds to 1 minute → higher conversion rate

    Q6: Vertical video ads — can sound auto-play?

    • WeChat Moments is a silent feed by default — outer video sound is NOT supported.
    • To let users watch with sound, choose independent landing page — users click to enter and can play video with sound.
    • Corresponding video watch time will be higher.

    Q7: Livestream ads — "two-hop" vs "one-hop"?

    • Two-hop: If the goal is to attract more product page views or conversions.
    • One-hop: If the goal is to get users to click and enter the livestream directly.
    1.3B+
    WeChat Monthly
    Active Users
    4.5x
    Higher Conversion
    with Mini-Programs
    68%
    Repeat Purchase Rate
    via WeChat Ads
    ¥2.5
    ~$0.36
    Average CPC for
    WeChat Search
    92%
    Users Who Complete
    Purchase In-App
    3.2x
    Higher ROAS with
    Closed-Loop Ads
    850M+
    WeChat Search
    Monthly Users

    🚀 Part 3: Aimi & Bidding Strategy

    Q8: Does Aimi conflict with auction ads?

    In principle, no conflict — but to keep ad data accumulation pure, it's recommended to use a separate account. Aimi has full-library smart selection capability — it can identify historically high-quality creatives for delivery. Using the same account maximizes this function's value.

    Q9: Can I reuse auction creatives for Aimi?

    Depends on product stage:

    1
    Mature Products
    Prioritize migration. Reuse auction creatives that have proven to drive volume. Leverage historical high-performance creatives to pass the cold start smoothly.
    2
    Brand-New Products
    Need broad testing. Recommend comprehensive testing of various creative formats. Refer to the Miaosi tool's creative leaderboard in the backend.

    Q10: Aimi just started — will conversion be expensive?

    • Account has little data in the early stage — may face cold start and conversion cost fluctuations.
    • Don't worry excessively — the first three days are for stable exploration.
    • Note: Aimi uses a different bidding logic than auction — monitor separately.

    Q11: Does "One-Click Volume Boost" degrade quality?

    No. One-Click Volume Boost is designed to help ads capture high-quality audiences that the original bid "can't reach," accelerating cold start. After data accumulation and the model stabilizes, even without using the tool, natural bidding can continue driving volume.

    Q12: Switched to Aimi with same bid, no response — why?

    Switching requires re-modeling — treat it as a new account. Don't directly copy auction experience.

  • 1️⃣
    Migrate past high-volume creativesUse them as the foundation for Aimi campaigns.
  • 2️⃣
    Increase bid in the early stageHelp successful volume boost during cold start.
  • 3️⃣
    Control costs after stabilizationOnce volume stabilizes, optimize for efficiency.

    • 📊 Part 4: Exposure, Bidding & Conversion

    Q13: Is exposure directly related to bid amount?

    Directly related, but bid is NOT the only factor. Exposure logic depends on CPM, determined by three elements:

    The Iron Triangle

    Exposure = Bid × eCTR × eCVR. If creative quality is poor (nobody clicks) or product advantage is insufficient (nobody buys), even a high bid may not secure volume. To increase exposure, manage bid AND optimize creative + product.

    Q14: Ad has no exposure — what's wrong?

    Bid is one aspect. Additionally:

    1. Check the volume opportunity score in the workbench — observe current traffic competition and industry bid benchmarks.
    2. Check creative quality — use Miaosi to check creative benchmarks and improve creative quality.

    Q15: Ad has exposure but no conversion — what's the problem?

    A
    Spent Too Little
    E.g., bid 350, spent dozens of yuan. Indicates still in cold start — suggest continuous observation of volume performance.
    B
    Spent a Lot, No Orders
    E.g., bid 350, spent 700 with no orders. First check if the conversion tracking chain has issues. If not, check creative content and audience targeting.

    Q16: Moments ads with other placements — very little spend. How to break through?

  • 🔄
    Change creative formatsTry Moments multi-image (nine-grid) or vertical video.
  • 🎯
    Specify placement + increase bidTarget Moments placement specifically and moderately increase bid.
  • 👥
    Broad audience targetingExpand your targeting to increase reach potential.

    • Q17: Is there a reference price for oCPM?

    It's a reference value. The data is calculated by the system combining "industry benchmark data" and "account historical data." When launching, try according to the reference value first, then fine-tune based on actual performance.

    TMG Insight

    WeChat's closed-loop ecosystem is unmatched in China. From search discovery to mini-program purchase to private domain retention, every touchpoint happens within WeChat. International brands that master this loop see 4.5x higher conversion than those using external landing pages.

    🔑 Key Takeaways

    Creative quality
    Refresh regularly, monitor CTR, avoid fatigue
    AIGC tools (Miaosi Max)
    Multi-size creatives from one original
    Creative combos
    5–8 ads, 5–8 groups, 2–3 × 2–3 variants
    Video duration
    30s–1min, hook in first 3 seconds
    Aimi vs. auction
    Separate accounts, reuse proven creatives
    One-Click Volume Boost
    Captures high-quality audiences
    Iron Triangle
    Exposure = bid × eCTR × eCVR
    No exposure?
    Check volume opportunity + creative quality
    No conversion?
    Check tracking, then creative + targeting
    oCPM reference
    Industry benchmark + account history
    Key Takeaway

    WeChat Moments ads combine premium brand-safe placement with high viewability. The key to success: creative quality drives engagement, AIGC tools (Miaosi Max) scale production, and the "iron triangle" of bid × eCTR × eCVR determines exposure. Optimize all three dimensions — creative, bidding, and targeting — for maximum performance.

    Pro Tip

    Connect your search ads directly to a WeChat mini-program — not an external website. Mini-programs load instantly, keep users in the ecosystem, and enable one-click purchase. Set up WeChat Pay integration for seamless checkout.

    ✅ Action Checklist

  • 🔍
    Audit current creativesAny older than 2 weeks? Refresh immediately.
  • 🎨
    Test Miaosi MaxUpload one hero creative, generate multi-size variants.
  • 📦
    Check account structureAre there 5–8 ads with 5–8 creative groups each?
  • ⏱️
    Review video durationAny videos longer than 1 minute? Cut to 30s–1min.
  • 🚀
    For Aimi campaignsIs there a separate account? If not, plan migration.
  • 📈
    Monitor oCPM reference valueCompare with actual bid, adjust ±10–20%.
  • ⚠️
    Check negative feedback rateAny creatives above 0.5%? Pause and iterate.
  • 🖼️
    Test nine-grid adsIf currently under-delivering, try multi-image format.
    • Ready to Optimize Your Moments Ads?

    TMG manages WeChat Moments campaigns for international brands. From creative audit to bidding strategy to Aimi setup — we handle the complexity so you can focus on results.

    Talk to a Specialist →