With the booming development of the Internet advertising market, more and more enterprises and individuals hope to enhance brand awareness and sales performance through advertising in China. However, for beginners, choosing the right advertising platform, formulating advertising strategies, and managing budgets can often be confusing. This article will provide you with a detailed guide on how to start Internet advertising!
Introduction to Popular Internet Advertising Platforms in China
WeChat Advertising
The WeChat Advertising platform relies on WeChat’s various business scenarios such as social media, news, and video, covering a wide range of user groups. Its main products include WeChat Official Account Ads, QQ Ads, WeChat Video Ads, etc. The advantage of WeChat Advertising lies in its accurate user portraits and strong social dissemination capabilities, making it suitable for enterprises that need brand exposure and user interaction.
TikTok Ads
TikTok Ads, with its short – video content and strong user stickiness, has become an important platform for brand promotion. Advertising forms include splash screen ads, in-feed ads, and challenge ads. TikTok Ads are particularly suitable for the youth market and brands that need to attract users through video content.
Kwai Ads
The Kwai Ads platform emphasizes the characteristics of “authenticity” and “approachability”. Its user base covers a wide range of urban and rural users. Advertising forms include in-feed ads, splash screen ads, and pre-roll ads. Kwai Ads are suitable for brands that hope to reach more ordinary users through authentic content.
Baidu Ads
Baidu Ads mainly consist of search engine ads and in-feed ads. Its main products include Baidu Search Promotion and Baidu Alliance Ads. The advantage of Baidu Ads lies in its powerful search engine function, which can accurately capture user needs, making it suitable for enterprises that need to directly obtain search traffic.
Rednote Ads
Rednote Ads combine the community and e-commerce. They are mainly presented in the form of planting notes and in-feed ads. The Rednote Ads platform is especially suitable for brands that use content marketing and word-of-mouth communication as their main strategies, especially products targeting young women and the fashion field.
How Do Beginners Choose the Right Advertising Platform?
- Determine the Target Audience
The first step in choosing an advertising platform is to clearly define your target audience. For example, if your product is targeted at young people, TikTok and Rednote may be better choices. If your target group is professionals or family users, then WeChat Advertising and Baidu Ads may be more suitable. - Understand Advertising Forms
Different platforms offer different advertising forms, such as video ads, in-feed ads, and search ads. According to your advertising content and promotion goals, choosing the most suitable advertising form can improve the advertising effect. For example, short – video ads are suitable for demonstrating product usage scenarios, while search ads are suitable for directly meeting user needs. - Consider Budget and Cost
The charging models and budget requirements of advertising platforms vary. The advertising costs of TikTok and Kwai may be relatively high, but they can also bring high exposure. Baidu Ads, on the other hand, can be paid according to the number of clicks, which is more flexible. According to your budget and expected results, choosing the right advertising platform can optimize the advertising effect. - Platform User Activity and Data Analysis Capability
Choosing a platform with high user activity and strong data analysis capabilities can help you better understand the advertising effect and make adjustments. For example, WeChat Advertising and Baidu Ads provide rich data analysis tools that can help you monitor the advertising effect and optimize it.
Steps of Internet Advertising
- Determine Advertising Goals and Strategies
Before starting the advertising campaign, first, you need to clarify the advertising goals and strategies. Your goals may be to increase brand awareness, drive website traffic, or directly promote sales. According to the goals, formulate corresponding advertising strategies, including advertising creativity, audience targeting, and budget allocation. - Choose an Advertising Platform and Register an Account
Based on the above suggestions for choosing a platform, select the advertising platform that best suits your needs and register an advertising account. The registration process usually requires providing company information, advertiser qualifications, and other materials for review and approval. - Create Advertising Materials
Advertising materials are a key factor affecting the advertising effect. According to the advertising form requirements of the platform, create high-quality advertising materials, including text, pictures, and videos. Ensure that the advertising materials can attract the target audience and convey a clear brand message. - Set Advertising Parameters
Set advertising parameters on the advertising platform, including advertising budget, delivery time, and audience targeting. Set the daily budget and total budget according to your needs, and select the time period for advertising display and audience characteristics to achieve the best advertising effect. - Monitor and Optimize Advertising Effect
After the advertising is launched, continuous monitoring of the advertising effect is crucial. Through the data analysis tools provided by the advertising platform, track key indicators such as the click-through rate, conversion rate, and other key metrics of the advertisement. Based on the data feedback, adjust the advertising strategy and delivery parameters in a timely manner to improve the advertising effect.