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微信再添一重磅广告形式,公众号可以跳公众号了!

微信公众号腾讯电商广告推广MP 文章页
王言

<p>近日,有开发者向知晓程序爆料,微信正在进行一个新的公众号广告推广形式的内测,并流传出一份「电商推广新增支持 MP 文章页投放」的文档。</p> <p><strong><img class="alignnone size-full wp-image-1045936" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1528372180666_meitu_1_meitu_1.jpg" alt="" width="1200" height="796" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1528372180666_meitu_1_meitu_1.jpg 1200w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528372180666_meitu_1_meitu_1-360x239.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528372180666_meitu_1_meitu_1-768x509.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528372180666_meitu_1_meitu_1-1024x679.jpg 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></strong></p> <p><strong>所谓 MP 广告即微信公众号广告。</strong>在此之前,公众号共有底部广告、文中广告、视频贴片式广告和互选广告 4 种广告模式。广告形式也主要有 3 种:文字的广告、图片广告、视频广告。</p> <p class="ql-long-10140769"><span class="ql-author-10140769"><span id="gallery_image_6" class="ql-blot-gallery-embed ql-blot-gallery ql-gallery-margin-none ql-gallery-frame-none"><img class="alignnone size-full wp-image-1044493" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1528255018050.jpg" alt="" width="3768" height="2148" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1528255018050.jpg 3768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528255018050-360x205.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528255018050-768x438.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528255018050-1024x584.jpg 1024w" sizes="(max-width: 3768px) 100vw, 3768px" /></span></span></p> <h3 class="ql-long-10140769" data-header="1"><span class="ql-author-10140769" style="color: #605eac;">什么是 MP 文章页投放?</span></h3> <p class="ql-long-10140769">简单的说,就是流量主在<strong>公众号文章的广告投放端配置入口可选择公众号文章作为落地页。</strong></p> <p class="ql-long-10140769"><span class="ql-author-10140769">具体的情景,看完下面这两张图你就能明白。</span></p> <p class="ql-long-10140769"><span class="ql-author-10140769 ql-size-11"><strong>1. 微信流量效果展示</strong> </span></p> <p class="ql-long-10140769"><span class="ql-author-10140769"><span id="gallery_image_4" class="ql-blot-gallery-embed ql-blot-gallery ql-gallery-margin-none ql-gallery-frame-none"><img class="alignnone size-full wp-image-1044486" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1528169458130.jpg" alt="" width="4788" height="2464" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1528169458130.jpg 4788w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169458130-360x185.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169458130-768x395.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169458130-1024x527.jpg 1024w" sizes="(max-width: 4788px) 100vw, 4788px" /></span></span></p> <p class="ql-long-10140769"><span class="ql-author-10140769">读者在点击微信公众号文章底部的广告 banner 后,就会跳转到广告主的公众号文章。在该公众号文章内,读者可根据引导跳转到 H5 页面或小程序商城,查看购买详情及购买商品。</span></p> <p class="ql-long-10140769"><strong><span class="ql-author-10140769">2. 非微信流量效果展示</span></strong></p> <p><img class="alignnone size-full wp-image-1044487" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1528169505253.jpg" alt="" width="4752" height="2460" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1528169505253.jpg 4752w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169505253-360x186.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169505253-768x398.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528169505253-1024x530.jpg 1024w" sizes="(max-width: 4752px) 100vw, 4752px" /></p> <p class="ql-long-10140769 ql-align-justify"><span class="ql-author-10140769">以 QQ 空间的广告位为例,读者在点击广告 banner 之后,能够跳转到对应广告主的公众号文章,并根据引导跳转枫页,转入至购买页面。需要注意的是,在非微信流量跳转内容页,还无法直接进行公众号的关注和留言。</span></p> <p class="ql-long-10140769"><span class="ql-size-11 ql-author-10140769">在开通此功能后, 广告主可以通过微信公众平台创建推广的页面链接进行投放。 </span><strong class="ql-size-11 ql-author-10140769">该广告类型可以帮助广告主解决自定义模板(如服饰定制、护肤彩妆导购、微信支付等)的需求。</strong></p> <p class="ql-long-10140769"><img class="alignnone size-full wp-image-1045932" src="https://images.ifanr.cn/wp-content/uploads/2018/06/timg-5.jpeg" alt="" width="1100" height="734" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/timg-5.jpeg 1100w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-5-360x240.jpeg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-5-768x512.jpeg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-5-1024x683.jpeg 1024w" sizes="(max-width: 1100px) 100vw, 1100px" /></p> <p class="ql-long-10140769 ql-align-justify"><span class="ql-size-11 ql-author-10140769">不过目前该功能支持电商推广资源,如果要在文中插入小程序并实现跳转,需要投放在微信底部广告位方才能唤起。</span><span class="ql-size-14 ql-author-10140769"> </span></p> <p class="ql-long-10140769 ql-align-justify"><span class="ql-author-10140769">那么这份「投放」文档意味着什么?</span></p> <p class="ql-long-10140769 ql-align-justify"><span class="ql-author-10140769">一方面,<strong>这对于</strong></span><strong><span class="ql-size-11 ql-author-10140769">直营电商广告主来说,</span></strong><span class="ql-author-10140769"><strong>MP 文章页广告投放为他们提供了电商推广中除了枫页外的第 2 种落地页选择。</strong>另一方面则说明微信已经准备开启更多的公众号广告投放权限。</span></p> <p class="ql-align-justify ql-long-10140769"><span class="ql-author-10140769">无论是对于想要变现的公众号流量主,还是想要投放广告的品牌主来说,这无疑是极大的利好。</span></p> <h3 class="ql-long-10140769 ql-align-justify"><span class="ql-author-10140769" style="color: #605eac;">MP 内容页补充了目前电商推广能力的多项不足</span></h3> <p>相比与从公众号文章底部 banner 跳转到小程序和微商城,MP 内容页补充了目前公众号电商推广能力的多项不足。</p> <p class="ql-long-10140769 ql-align-justify"><img class="alignnone size-full wp-image-1044503" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1528188117998.jpg" alt="" width="4500" height="2240" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1528188117998.jpg 4500w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528188117998-360x179.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528188117998-768x382.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1528188117998-1024x510.jpg 1024w" sizes="(max-width: 4500px) 100vw, 4500px" /></p> <p>跳转到广告主文章内容的方式,可以让推广的呈现方式更加丰富,包含了图片、音频、视频、投票和小程序等多种选择。</p> <section>而相比其他形式,文章内容生动的形式和自带的功能( 如投票和留言板),更利于活动营销。</section> <p>此外,<strong>公众号文章的传播属性明显优于商城。</strong>文章通过引导关注公众号,可以达到吸粉的目的,利于后续用户运营和二次营销。而内容文章页相比 H5 下单页,更具备阅读体验式代入感,能够有效提高转化能力。</p> <h3 class="ql-long-10140769" data-header="1"><span style="color: #605eac;">广告投放全面平台化</span></h3> <p class="ql-align-justify ql-long-10140769">对于微信推广方式的不断开放和优化,说明腾讯依然看好其中的市场前景。</p> <p class="ql-align-justify ql-long-10140769"><span class="ql-author-10140769">在腾讯公布的 2017 年全年的第四季度财报中显示,2017 年腾讯全年收入人民币 2377.6 亿元人民币,而社交及其他广告全年收入达到了 256 亿元,第四季度的广告收入同比增长 68% 至人民币 82.40 亿元。</span></p> <p class="ql-align-justify ql-long-10140769"><span class="ql-author-10140769">在游戏业务如日中天的前提下,腾讯社交广告依旧占据了腾讯全年超过 10% 的营收收入,也是腾讯旗下不小的现金牛。</span></p> <p class="ql-long-10140769 ql-align-justify"><img class="alignnone size-full wp-image-1044513" src="https://images.ifanr.cn/wp-content/uploads/2018/06/weixingongkaike_meitu_1.jpg" alt="" width="1000" height="666" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/weixingongkaike_meitu_1.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/06/weixingongkaike_meitu_1-360x240.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/weixingongkaike_meitu_1-768x511.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p class="ql-long-10140769 ql-align-justify">而目前微信月活已经超过 10 亿,一线城市的渗透率达到了 95%,公众号数量更是超过 2000 万,图文消息阅读量突破 30 亿。</p> <p>根据智能商业服务提供商「微盟」提供的数据,移动营销市场有着很大的规模。早在 2016 年就达到了 1500 亿元。在 2017 年,还有 87% 的广告主表示要在移动营销领域增加投入。</p> <h3 class="ql-long-10140769 ql-align-justify"><span class="ql-author-10140769"><strong>微信已经聚集了近全量的的移动互联网用户,且公众号图文消息阅读量巨大。</strong>在将朋友圈广告、小程序广告、视频广告等投放收归平台之后,微信开始将文章推广也纳入其中,并且建立一套标准化的自动投放体系。</span></h3> <h3><span style="color: #605eac;">广告主的「黄金时代」、流量主的「全盛时代」?</span></h3> <p class="ql-long-8224197 ql-align-justify"><span class="ql-author-8224197">2018 年来腾讯社交广告也动作频频,不断推出新的广告形式,从千万元投放的「跳一跳」广告到 5 月中旬的返佣商品(CPS)广告,都让广告主有更多的方向可以选择。</span></p> <p class="ql-long-8224197 ql-align-justify"><img class="alignnone size-full wp-image-1045690" src="https://images.ifanr.cn/wp-content/uploads/2018/06/deuu239rg4qjudwi1200.jpg" alt="" width="1000" height="562" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/deuu239rg4qjudwi1200.jpg 1000w, https://images.ifanr.cn/wp-content/uploads/2018/06/deuu239rg4qjudwi1200-360x202.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/deuu239rg4qjudwi1200-768x432.jpg 768w" sizes="(max-width: 1000px) 100vw, 1000px" /></p> <p><strong>而电商推广新增的 MP 广告也是让广告主拥有了更多的变通方案。</strong></p> <p class="ql-long-8224197 ql-align-justify">之前咪蒙单篇推文卖出 80 万高价,还有一堆网友表示无法置信,然而就算如此,前仆后继的广告商也没有断过。由此可见,市场是认可这 80 万的价值的,除了公众号本身的巨大流量和作者个人的号召力外,图文页广告确实有更大的渲染作用。</p> <p class="ql-long-8224197 ql-align-justify">一件单价中等的商品,在作者的前文铺垫下,确实会诱出更多人的购买欲望,引发购买狂潮。比如当年咪蒙的一篇头条图文,因为流量过大导致其引流的商品后台服务器崩溃。这样的事例也让很多品牌主对其趋之若鹜。</p> <p class="ql-long-8224197 ql-align-justify"><img class="alignnone size-full wp-image-1045629" src="https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG212_meitu_2.jpg" alt="" width="1036" height="665" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG212_meitu_2.jpg 1036w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG212_meitu_2-360x231.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG212_meitu_2-768x493.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG212_meitu_2-1024x657.jpg 1024w" sizes="(max-width: 1036px) 100vw, 1036px" /></p> <p class="ql-align-justify ql-long-8224197"><span class="ql-author-8224197">所以很多品牌都选择了与公众号合作,在图文页中用一个有吸引力、启发性的故事吸引读者购买商品。高抽成和轰炸式信息确实让这些品牌短时间内获得了大量销售额。</span></p> <p class="ql-align-justify ql-long-8224197"><span class="ql-author-10140769">但高昂的广告费和过度夸张的商品宣传带来的消费者的失望情绪也让很多商家难以为继。</span></p> <p class="ql-align-justify ql-long-8224197"><img class="alignnone size-full wp-image-1045933" src="https://images.ifanr.cn/wp-content/uploads/2018/06/timg-7.jpeg" alt="" width="1200" height="609" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/timg-7.jpeg 1200w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-7-360x183.jpeg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-7-768x390.jpeg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/timg-7-1024x520.jpeg 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /></p> <p class="ql-align-justify ql-long-8224197">对于广告主来说,通过 MP 文章页广告可以部分引入并获得自媒体大号的流量。但是广告主需要注意的是,这种投放,用户是在有广告戒备心进入的,再以文章页这种循序渐进的方式引导用户,其实心理链条过长。</p> <p class="ql-align-justify ql-long-8224197"><img class="alignnone size-full wp-image-1045934" src="https://images.ifanr.cn/wp-content/uploads/2018/06/AdobeStock_113799750_Blog2017_MobileMarketingShortCodes-01.jpg" alt="" width="1600" height="1066" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/AdobeStock_113799750_Blog2017_MobileMarketingShortCodes-01.jpg 1600w, https://images.ifanr.cn/wp-content/uploads/2018/06/AdobeStock_113799750_Blog2017_MobileMarketingShortCodes-01-360x240.jpg 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/AdobeStock_113799750_Blog2017_MobileMarketingShortCodes-01-768x512.jpg 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/AdobeStock_113799750_Blog2017_MobileMarketingShortCodes-01-1024x682.jpg 1024w" sizes="(max-width: 1600px) 100vw, 1600px" /></p> <p>所以,MP 文章页广告对内容要求很高。只有对投放媒体做出选择,以及对调性的一致性做严格筛选,才能投出好效果。</p> <p>它其实也重新回到了广告投放专业度的问题上来。根据微盟研究院的研究,精细化广告投放成为广告主的最主要需求。同时,<strong>广告主对于广告文案创作、图片设计的需求仍然很高。</strong></p> <h3 class="ql-align-justify ql-long-10140769" data-header="1"><span style="color: #605eac;">一种更具微信特征的推广形式</span></h3> <section>公众号内容仍然是自媒体阅读者的主要聚集地,也依然是众多广告主进行推广的首要选择。</section> <p>而电商图文广告是最有效、转化率最高,也最符合微信场景的广告形式。</p> <p><strong>电商+公众号文章页的形式让电商广告主可以同时做购买转化和引导加粉,</strong>并支持更灵活的自定义编辑页面,即通过跳转购买实现在线支付,容易为用户所接受。</p> <p class="ql-align-justify ql-long-10140769"><strong><img class="alignnone size-full wp-image-1045937" src="https://images.ifanr.cn/wp-content/uploads/2018/06/1038x602.png" alt="" width="1038" height="602" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/1038x602.png 1038w, https://images.ifanr.cn/wp-content/uploads/2018/06/1038x602-360x209.png 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/1038x602-768x445.png 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/1038x602-1024x594.png 1024w" sizes="(max-width: 1038px) 100vw, 1038px" />MP 广告页投放还能降低广告主和流量主对接的复杂流程,实现效能最大化。</strong>以前电商内容虽然也根据活动需求,采取联合公众号推送的合作方式,但是要想大规模投放,很难实现。</p> <p>如今,直接的平台化投放可谓方便快捷。特别是对于有品牌、有商品、有公众号,但是自有官号流量小的品牌,能够极大地止渴流量危机。</p> <p class="ql-align-justify ql-long-8224197"><strong>关注「</strong><span style="color: #605eac;"><strong>知晓程序</strong></span><strong>」公众号 ,在微信后台回复「</strong><span style="color: #605eac;"><strong>微观</strong></span><strong>」</strong>,<strong>查看更多行业资讯观点。</strong></p> <p class="ql-align-justify ql-long-8224197"><img class="alignnone size-full wp-image-1045487" src="https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG2225.png" alt="" width="1125" height="228" srcset="https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG2225.png 1125w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG2225-360x73.png 360w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG2225-768x156.png 768w, https://images.ifanr.cn/wp-content/uploads/2018/06/WechatIMG2225-1024x208.png 1024w" sizes="(max-width: 1125px) 100vw, 1125px" /></p>