(Source: https://pltfrm.com.cn)
Introduction
For overseas brands entering China, understanding which ad formats perform best is crucial to maximize engagement and ROI. Testing and refining different ad types—video, carousel, and interactive ads—can help brands reach the right audience with the right message. This article explores strategic approaches to ad experimentation and optimization on Chinese channels.
1. Understanding Platform-Specific Formats
1.1 Douyin and Short-Video Ads
Short-form videos are the dominant content format on Douyin. Brands should tailor content to fit native platform styles, using attention-grabbing openings within the first three seconds.
1.2 WeChat Mini-Program Ads
Interactive mini-program ads allow seamless in-app engagement. By integrating gamified or swipeable content, brands can encourage users to explore services without leaving the app.
1.3 Baidu Display and Native Ads
Baidu’s display network offers multiple native formats to align with search intent. Testing different visuals and copy helps determine which formats generate higher CTRs.
2. Creating a Testing Framework
2.1 Segmenting Ad Groups
Divide campaigns based on audience demographics, traffic sources, or content type. This segmentation ensures that testing yields actionable insights rather than broad, inconclusive results.
2.2 Controlled Experiments
Use A/B or multivariate testing for creative, copy, and formats. Consistent testing cycles allow brands to isolate variables that drive engagement.
2.3 Metrics and KPIs
Focus on CTR, conversion rate, engagement time, and ROI. Clear KPIs help determine which ad variants are performing and which need refinement.
3. Optimizing Content Based on Results
3.1 Iterative Improvements
Analyze testing data to identify high-performing creatives and formats. Iterative tweaks—such as changing CTA placement or video length—can incrementally improve performance.
3.2 Reallocating Budget
Shift budget to ad formats with higher engagement and conversion. This approach ensures optimal ROI without increasing overall ad spend.
4. Cultural Relevance and Messaging
4.1 Localized Visuals
Use imagery, color schemes, and cultural references that resonate with Chinese consumers. Familiar content increases trust and encourages interaction.
4.2 Language and Tone
Copywriting should be in natural, idiomatic Chinese. Tone, humor, and phrasing aligned with local sensibilities improve ad recall and effectiveness.
Case Study: A French Luxury Cosmetics Brand
A French cosmetics company tested three ad formats across Douyin and WeChat—short video, carousel, and mini-program interactive ads. By analyzing engagement metrics, the brand discovered short videos drove the highest conversions, resulting in a 38% lift in sales after reallocating their ad budget accordingly.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
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