📬 WeChat Moments Ads: 20 Practical Q&As for Campaign Success

🎯 Why This Matters

📝 Part 1: Creative Quality & AIGC Tools

Q1: Does creative quality affect exposure?

Yes. Creative quality impacts exposure in three ways:

1. 1. Freshness: If creatives haven't been updated for a long time, users experience aesthetic fatigue → CTR drops → system reduces exposure weight.
2. 2. Interaction: High-interaction creatives (clicks, likes, comments) can be iterated and optimized.
3. 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? What creatives work best together?

• ▸ Single ad group supports up to 10 videos or images.

• ▸ During the initial testing phase, you can check "Specify creative format" in the投放端.

• ▸ Generally, do NOT specify creative format — let the system find the best combination.

• ▸ Recommended: Keep 5-8 ads online per account, with 5-8 creative groups per ad, each using 2-3 videos/images × 2-3 copy variants (combinatorial testing).

Q4: Nine-grid ads (九图) — will they get rejected?

Avoid. To ensure user experience and prevent incomplete first images when jumping to landing pages, do NOT use split images (拼图) for投放.

If rejection occurs:

1. 1. Follow review rules strictly
2. 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 — what landing page supports auto-play? 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" which is better?

• ▸ If the goal is to attract more product page views or conversions, choose two-hop livestream.

• ▸ If the goal is to get users to click and enter the livestream directly, choose one-hop livestream.

Part 3: 🐧 Tencent Ads "Aimi" (艾米) & Bidding Strategy

Q8: Does 🐧 Tencent Ads Aimi conflict with auction ads?

In principle, no conflict — but to keep ad data accumulation pure, it's recommended to use a separate account.

Reason: 🐧 Tencent Ads 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? Or better to separate?

Depends on product stage:

• ▸ Mature products (with auction history): Prioritize migration. Reuse auction creatives that have proven to drive volume; leverage historical high-performance creatives to pass the cold start smoothly.

• ▸ Brand-new products: Need broad testing. Recommend comprehensive testing of various creative formats.

• ▸ Creative source: Refer to the Miaosi tool's creative leaderboard in the backend.

Q10: Aimi just started driving volume — will conversion be expensive? How long until stable?

• ▸ 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" (一键起量) 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: Auction ads can drive volume, but after switching to Aimi with the same bid, no response — why?

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

Recommended approach:

1. 1. Migrate past high-volume creatives as foundation
2. 2. Increase bid appropriately in the early stage to help successful volume boost
3. 3. After volume stabilizes, control costs

📊 Part 4: Exposure, Bidding & Conversion Optimization

Q13: Is exposure directly related to bid amount?

Directly related, but bid is NOT the only factor.

Exposure logic depends on CPM (cost per mille), determined by three elements:

1. 1. Bid
2. 2. Estimated CTR (eCTR)
3. 3. Estimated CVR (eCVR)

Simply put: it's an "iron triangle." If creative quality is poor (nobody clicks) or product advantage is insufficient (nobody buys), even a high bid may not secure volume. So: to increase exposure, manage bid AND optimize creative + product.

Q14: Ad has no exposure — what's wrong? Is the bid too low?

Bid is one aspect. Additionally, do these two steps:

1. 1. Check the volume opportunity score in the workbench — observe current traffic competition and industry bid benchmarks.
2. 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?

Corresponding to spend level, locate the issue:

• ▸ Case 1 (spent too little): E.g., bid 350, spent dozens of yuan. Indicates still in cold start — suggest continuous observation of volume performance.

• ▸ Case 2 (spent a lot): E.g., bid 350, spent 700 with no orders. May be a zero-conversion problem. Suggest:

• ▸ First check if the conversion tracking chain has issues

• ▸ If not, need to check creative content and audience targeting

Q16: Moments ads running with other placements — very little spend. Running Moments separately — very weak exposure. How to break through?

Three suggestions:

1. 1. Change high-volume creative formats: Try Moments multi-image (nine-grid) or vertical video.
2. 2. Specify placement + increase bid: Try指定投放朋友圈版位 and moderately increase bid.
3. 3. Broad audience targeting.

Q17: Is there a reference price for oCPM stable volume? Is this data based on industry benchmarks or my account?

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.

📌 Key Takeaways

✅ Action Checklist