[0:00] [Brad] Welcome everyone to today’s a special online event. How to skyrocket your sales with WeChat ads. And bear in mind, It’s not only applicable for selling, you know, physical retail goods, but also for driving app downloads, attracting university students. Anything that can be done with great advertising.
In this session, we’ll share with you the ins and outs to succeeding and advertising and selling in China specifically when it comes to WeChat and WeChat ads. So you’ll definitely learn a few things, whether you’re new to the China market, or you want to scale up your existing efforts.
Hello, Samuli from Finland. So now you probably know this, but there’s not much point attending webinars and not taking action. So we do these education sessions for free to help you do just that. So please do take notes, make dot points, whatever jives with your particular note taking style about today’s session and that’ll help you to prioritize and clearly show what your next steps and action items are.
Okay, so in today’s session, we’ll cover quite a lot, but in particular, you’ll get an overview of how China marketing is different to marketing in the West. There’s a lot of similarities. Of course, the principles are almost all the same, but there are differences in the culture and the technology and in the approach that China and Chinese people have towards buying.
So no surprise that being a webinar all about WeChat, we’ll take a look at the platform and the channel, what makes it interesting. And most importantly, what the advertising options are and what makes it so powerful and worthwhile no perspective. We’ll share with you. Some of the experiences AdChina.io users have had advertising on Wechat through our platform, and give a quick demo on just how easy it is to set up and run your ads through AdChina.io.
[2:25] So before we get started today, let’s introduce our speakers today. We’re joined by a special guest. Olivia Plotnick, Olivia helps brands in China, understand and execute strategies to reach consumers on social media.
So Olivia’s managed social media accounts for brands in China, across different industries and has managed to help and grow several nonprofit organizations in Shanghai. After working in agencies, most recently at Ogilvy’s Shanghai office, Olivia now runs a boutique social media agency based out of Shanghai. In her spare time Olivia also sits on the board of directors as president of IPWS the International Professional Women’s Society, a non-profit organization based out of Shanghai that connects professionals with the mission to empower women, to change the nature of leadership.
As for me, I’m Brad. I work at AdChina.io, and I create a lot of our educational content around the tech tools innovations in the world of Chinese advertising and a lot of our communications across email and social media. So I’ll present just a couple of things a little later on. Towards the end of our session, you’ll be joined by Henrik, a serial entrepreneur and China marketing expert and Jay, our CEO and co-founder.
With extensive experience, building international teams and businesses across Europe and Asia, they’re both based out of Norway. So Henry can, Jay will take over for the Q&A at the end. So as always, we’ll do the Q&A session. If you want to get specific and ask about your industry, your organization, or your niche, please go ahead.
[4:00]We’re happy to get specific. And of course, Olivia will join in for the QA as well. So if you have any questions that come up during her presentation sure. To put those into the chat and we’ll make sure it all gets covered at the end, just to explain who we are and what we do AdChina.io, we help organizations, brands and businesses get set up and advertise and sell into China.
And to be clear, we are a tool first and foremost. So we integrate with all of the top media channels in China. And that allows you to run ads from an easy to use platform that’s entirely in English. And so we often get asked and yes, we do, and can help with the campaign strategy and support side of things.
We offer that in our subscription packages, but if you’re already working with an agency, that’s fine, keep working with them. And we can be the tool that you use to run the ads and to deliver the reports. And you can say all that data in an open, reliable, and transparent way. You can continue to work with your agency partners on the strategy side of things.
So without further ado, I’d like to welcome Olivia platonic from Wai Social to take us through advertising in China and specifically the ins and outs of WeChat welcome, Olivia, over to you.
[5:28][Olivia] Great. Thank you so much, Brad. And, it’s great to be here with you virtually. I’m coming to you from Shanghai. So good evening.
Good morning, wherever you are in the world at this time, I’m happy to sit with you here for about the next hour and talk about one of my favorite things to talk about, which is WeChat. I’ve been living in China for almost six years now, aside from the nine months that I was just trapped outside the country when the borders closed, but I managed to, to come back and get back to my team here.
So, as Brad mentioned, I’ve been working for agencies here in China for the past five years. And, you know, have worked with nonprofits and large companies all on their social media strategy. So before we, you kind of get into actually reach at, I really liked to take a whole look at, you know, what exactly makes, China’s so different from every country in the world, in terms of their technology and in terms of their use of apps and of the internet.
What’s pretty staggering is just how much of the population actually is using internet, through their mobile phone. So it’s nearly a hundred percent, as you can see, almost all of China’s internet users are accessing the internet through their mobile phone. Year on year growth, just to give you a comparison of internet users in the US versus China – in China, we had year on year growth of 80 million.
[7:00]Whereas in the US it was only 8 million. So, you know, not only is, has internet already penetrated a huge, sector of the population, but it is growing at an enormous, enormous speed. So because all of these internet users are accessing the internet on their mobile phone. Everything happens in the palm of your hand.
So when you think about, you know, how users search for products or brands or, or information, you know, in the West, when we go on our desktop and we’re looking at these nice big screens, you know, or typing in keywords, you know, browsing a lot of different sites. That’s not really happening in China, you’re doing everything on your smartphone, within different apps.
One of those main apps is WeChat and WeChat really isn’t that old. So it was launched in 2011 by 10 cent company, which I’m sure you’re all familiar with. And, you know, I remember living in Beijing in 2012, actually, when WeChat, you know, first started, and they were starting to convert a lot of Tencent’s QQ, which was an instant messaging, desktop app over to WeChat.
[8:14]Now today we have over 1 billion, monthly active users that was as of January, 2020. So, you know, if you come to China, most likely, you’re going to meet every single person here with a WeChat. Now outside of China, there are about 70 million, I believe is the last number I saw, accounts for, for people that have WeChat outside.
You know, a lot of those are Southeast Asian countries. I get asked the question a lot. Is WeChat is going to spread to countries in, in the West, if it’s going to be picked up. And, you know, I think the answer really is that it’s not going to be adopted by people in Europe or the US. But what you’re mainly going to see is a lot of these Chinese who were traveling abroad and we can travel again, using we chat, you know, to discover tourist locations, hospitality or mobile payments, things like that.
So it is an important tool still outside of China. You know, we see people spending a lot of time in each chat. About an hour a day is the average amount of time that people are spending inside this app. And you are doing everything in just one app. So, you know, you can send payments to a group of people or just to one person.
It is a social feed. So it’s kind of like, Facebook where you have a Facebook wall. And you’re able to see posts from your contacts. So your contacts may be sharing links. They may be sharing, you know, small written text updates. They can share up to nine photos at a time. you can now share videos, and short video updates.
[10:04]So it’s a very much a social feed. You can do things like pay your utilities. So I pay my water, my gas, my phone bill, all within WeChat. And you can also, you know, order a taxi. You can buy train tickets, you can buy plane tickets all without ever having to leave this one app. and actually. Here is a very good graphic.
I like to show that kind of, encompasses really everything that WeChat is if you take all these other apps that we’re using in the West and you kind of fit them into one app. So it has a huge, huge amount of functionality. That’s why, you know, and we can talk about it a little bit later, but you hear a lot of these other apps, like, DouYin or TikTok, and Xiaohongshu, a lot of these other social media apps they’re of course rising in popularity.
But we chat is so, so much, entrenched as a part of people’s daily lives. That you’re still going to have people using it. You know, people are still going to check their Moments are still going to be messaging. So this isn’t going to just go away anytime soon.
[11:17]And I think. When we, before we go into, you know, how brands kind of use this, it’s important to look at where WeChat started. So when the app was first released, you were really just adding people. You know, you, everybody, to this day, you have a unique. QR code, which you can scan and add a friend. So no jumbling with a bunch of numbers, trying to add somebody into your contact book, but you were able to add people and start messaging back and forth with them.
And this second screen is really where WeChat kind of, Splits from something like WhatsApp, and where they, they really provide a very unique opportunity. So they started allowing brands to create Official Accounts and these brands could push content. Push content to anybody that was following them.
So you had to specifically be following this brand and you could receive content from them and it would appear it still does appear directly in your messages feed. So keep that point in mind. We’ll come back to it a little bit later. Then we chat evolved into a mobile payments app. So right around the time of Chinese New Year, where it’s.
[12:33]Very a huge cultural tradition to send, you know, red packets and give people money. Around this time, WeChat released a mobile payment function where you could send a digital red packet to your contacts, and pay people this way. Now, you know, I honestly cannot remember the last time that I used cash in China.
I wouldn’t be able to tell you where I have any, I don’t keep any on me. It’s all through mobile payments, mostly through WeChat and sometimes through, AliPay as well. And now today, the last screen that you see here is of a mini program. So we chat has evolved and they now allow. apps within WeChat, which is kind of a complicated concept, but basically you can think of WeChat as becoming some sort of operating systems.
So they now have these small mini apps with inside, WeChat and a lot of them have to do with e-commerce. So a lot of brands will have a mini program. That is very customizable, almost like their website and China. So consumers can browse their products. They can easily share these products with their contacts on WeChat, and they can purchase them just within a few clicks.
[13:53]So it’s a very, very, very easy, purchase journey on WeChats. And this is a really unique platform for brands because. You’re able to send content into someone’s personal messages. So unlike, you know, Facebook or Instagram, where of course you, it is personal, you know, you’re following your friends and your family.
Maybe some influencers and you know, of course brands can have sponsored posts or they can send you content in there. But really with WeChat, this is your main messaging platform. Email is not widely used in China. So WeChat is where you’re going to communicate with, you know, your family, your friends, your coworkers, potential clients and customers.
And so brands, are able to enter this almost very sacred space. And that’s what makes it so difficult as well. If you’re pushing out irrelevant content, if you are doing it too often or too little people are going to unfollow you and that’s why it is so, so, so difficult for brands on WeChat. because it’s so hard to get followers.
It’s so hard to actually gain attention this screen, on the right. You’ll see, you know, That is almost what my phone looks like on a Friday evening, a lot of brands tend to push out content on a Thursday or Friday. No reason why there’s no, no data to support that that works the best, but they tend to do it anyways.
And so you’ll see your, your account can just end up with only content from brands you’re following quite a lot. so it can be really overwhelming to receive all of this content. Now there’s over 20 million Official Accounts as the last data that WeChat released about this. So that’s a lot of accounts, and actually some data from last year, which I didn’t put in here, but.
[15:54]Only 3% of those accounts receive over 10,000 views on their articles. So it’s really, really difficult to grab attention. the average read rate of articles is around 1,400 reads, and this is a 24% drop from the year before. So that is a huge, huge drop, in, you know, how easy it, how difficult it is to, to gain attention.
The average user, is really only following about 20 accounts. So the screen that you saw previously, you know, with all this content from, from all these brands, I’m following close to I think 900 accounts. So it’s a little bit of an exaggeration. But you know, over the years, people have just unfollowed accounts at a very high rate because so many brands were pushing out such terrible content, but they just didn’t want to, to be following these accounts anymore.
Now, you’ll see here as a brand. you know, when you send a message, it, it shows up kind of as a message from anybody else on your contact list was, and then you’re able to, you know, to have several articles and content attached there. Now, what exactly can content look like on WeChat? Here’s you know, another thing that I really love about this platform is that I think people don’t realize that you can have.
[17:21]Really amazing content on here. So of course you can have, things that look a little bit more like a blog, so very straightforward, but you can also have, you know, really interactive content on here. So you can have things that people need to slide. You can have things that people need to tap and different photos will come up.
You know, you can have really fun animations, so you can make this content really actually interactive and exciting. Yeah, this is, a campaign from H&M over the holidays where you had to, you know, shake your phone and play a little game, and then it gave you videos and an opportunity to connect to their e-commerce store.
So there’s really a lot that you can do. This example is from an Italian toothpaste brand. they recently did a, campaign with, just amazing, amazing illustrations and graphics on it, but what makes WeChat, you know, so different, you know, we talked about that. It’s very hard to get attention. and you know, it’s this kind of sacred space that you’re entering, but the other really big differences are that it’s, a very closed ecosystem.
[18:35]So we call it like a walled garden. It is not a tool necessarily for discovery. I think too many brands come in and they hinge on, WeChat. For their, you know, end all be all platform for discovery in China. and this should really be used as a platform to nurture existing leads, you know, to build loyalty programs, and to, you know, push out really high quality content.
So it’s also, you know, it gives you pretty limited, tracking if you’re just using, you know, the, the, the basic functions. can’t tell so much about your current followers and your audience. so you’ll hear a lot. This term called private traffic, which is, brands will actually build up their own WeChat groups.
There’s other own group chats, almost like a WhatsApp group chat, but it will be run and managed by the brand. So they have. I’m a lot closer access to their customers. And there’s not really any thing like SEO on WeChat. you know, over the years we’ve seen this build up a little bit, but it’s, you know, to no comparison, of Google, you know, putting out blogs and hoping that, your SEO is going to improve over time.
Within the past few years, we do see people searching a lot more in WeChat, and they’ve just released new features, that allow you to link hashtags to articles, which gives you a little bit more in terms of options for discovery, but it’s still very, very tricky. So, like we were talking about, you know, it’s, it’s a closed ecosystem.
[20:16]When you receive a message from a brand, you could potentially, share it on your Moments. However, if you share something on your Moments, only those people who you are connected with. Are going to see this content that you shared. If you have a connection and they, I like this post their connections, won’t see it as you can do, you know, on Facebook, or LinkedIn.
So it doesn’t really spread that much. You know, you can have top stories where you can see what your friends are reading. So your content may be discovered in this way. And of course through group chats. So group chats, we find are one of the biggest drivers for getting content read for a lot of brands though, sharing it in relevant group chats or they’re building their own.
Like I mentioned, there’s very limited tracking. So, you know, you’re able to get basic demographic info. but you’re not, unless you’re using a third party platform, you’re not really able to get specific info on most of your followers. Not really any SEO. So like I mentioned, you know, now we have this hashtag ability.
Just within the past few weeks that was released, but there’s not really, you know, for accounts that have been publishing content for a lot, a long time, they’re not gaining followers through having amazing SEO.
[21:45]And growth is really slowing. So to give you a visualization of kind of the numbers that I was talking about earlier, this gives you an idea of the read rate over time. So, you know, back a few years ago when there were not so many brand accounts, it was a lot easier to get your content read for sure.
And now we just have so many posts going on. The second slide to the right shows you, the two different types of official accounts that brands can have. and just how you know, their, their, follower and subscription rates is dropping pretty significantly over time. So, this is where we get into WeChat ads.
And I think, you know, before we talk about ads, it’s really important to go back and, talk about the founder of WeChat. So this is Allen Zhang and his whole concept. His whole idea of WeChat was that it’s an amazing user experience. So unlike Facebook or Instagram, even LinkedIn, or Google. You are not having all of these ads popping up at you all the time.
Allen Zhang has always restricted, brands and, and this, you know, ability for brands to bombard people with content. So brands from an official account, you know, they’re only allowed to make four pushes per month. So you can’t even be sending messages all the time. Just whenever you want. You can only do it four times per month.
And he also limited ads only to, you know, a few years ago. It wasn’t always friends. Didn’t always have the ability to do advertising on moments. And now today, a user can only see, or they will only see up to two ads and their Moments feed, within a day. So normally when I’m browsing through my Moments, you know, looking through the social feed, I will see about one per day, sometimes too.
[23:48]So it’s very rare that you will get an ad. and you know, Allen Zhang has really made this a point about WeChat is to be very, very protective of the user experience. So when you were. Creating ads. I think it’s really important to keep this in mind that users on WeChat they’re not used to, or they’re not expecting a lot of advertising.
So when you’re creating an ad, this needs to be very personal. It needs to, you know, essentially really not feel like an ad, more than any other platform. And there’s a couple of things, placements and ways that you can utilize advertising on WeChat. so you can have a banner ad at the bottom of an article, which is usually, cheaper than, than having a moments ad.
You can have a moments ad, like I talked about, which will appear, you know, in this social feed. You can have advertising, within a payment message. So if you buy something with a mini program, and you receive a receipt from your service messages, you can have the ability to have a banner ad there.
You can have ads within mini programs, and you can also have in game ads. As well, so to kind of dive deep on two of the most popular ones that I see most of the time, are the, the ads at the bottom of the article. So these tend to be a little bit, less expensive, but it’s a lot harder to grab intention.
[25:21]So keep in mind that on average, we find that only about 15 to 20% of people who open the article actually read the whole entire article all the way until the end. So even if you have, you know, 1400 people who are reading the article, only a small percentage of those are actually going to make it all the way through, down to where, the ad is placed.
Now the other one that I see the most often is on Moments. So it’s definitely the most visible, the most eye catching. however, you know, as the same with sending messages or sending content as a push post, this is also a really sacred space. So users, you know, they’re only seeing one to two ads. Per day.
So if this is something that is, very, very salesy or just not, targeted to your audience, it’s really not going to land well or perform well. And so before I leave you, I just want to kind of leave you with a few last points about things to remember when you’re creating content for WeChat, As we discussed at the beginning, WeChat is used for, you know, almost literally everything.
So with your content, with any ads that you’re doing, you’re really going to have a lot of noise to break through, and a huge barrier to get through. So, you know, I know this sounds very cliche, but you really have to know who you’re targeting. And for China, this comes at an even, you know, bigger, importance because in China, it’s not just, you know, one country, there are so many different dialects.
[27:08]There are so many different regions. There are so many different cities and they’re all such distinct cultures within themselves. You know, that something, if you run an ad that targets people in Beijing, that as you know, probably not going to land the same as it is if you run something in the South.
So really understanding, you know, who you’re actually targeting, who you’re speaking to with these ads. and I think, you know, keeping in mind that WeChat is not going to be your, your main discovery channel in China, just because it’s used by the majority of the population. doesn’t mean that, that you should put all your eggs in the WeChat basket.
[28:08]Of course it’s a very important channel and you definitely should be on it for the most part. Yeah. but you’re going to have to take a look at, you know, where, what other social media apps are your customers using? What other e-commerce apps are they using? If that is a flexible, you know, can you do something offline?
How can you engage people in an actual experience? So WeChat, you know, is, is not, is not your one size fits all solution for China. And I think. You know, another important thing is ads can be really great for exposure. You know, something like Moments, ads can be really great for exposure, but that’s 50% of the job.
Let’s say you get, you know, 200 new followers from this ad that you run on moment. And this ad, you know, is not really, it’s a great ad. It caught people’s attention, but it’s too far removed from actually the content that you start publishing on your Official Account. It is so easy for people to unfollow accounts, especially when you pull them in with campaigns or influencers or advertising.
There’s a lot bigger risk to actually lose those followers. So, you know, when you’re doing this ad, make sure that it actually ties into your larger content strategy that people aren’t going to be surprised or shocked when they then receive a message from your brand in their personal feed with content, that just isn’t relevant at all.
[29:19]And the last point is, you know, expect to play the long game. with WeChat, I think a lot of, you know, a lot of brands come in from the West and where they’re spending, you know, five or $10 on some sponsored posts or Instagram or Facebook, and they’re getting a ton of new followers in, and you put money into WeChat and it takes you six months to get to a thousand followers.
So it’s, it’s really, A long game. It’s really have to be very, very conscious with your content. I think, you know, and don’t take the long game to me as you plan out your whole year’s worth of content. and you sit there and you just kind of deploy it. I think WeChat, you know, it is a long game and it’s a game that has to be played really, upfront, really interesting.
Instantly things are changing and China’s so quickly WeChat, you know, was constantly introducing these new functions, new things to play around with. So you have to have this long-term mindset with a very kind of short term execution strategy.
So yeah, that is all for me at the moment. hopefully it wasn’t too quick or fast of an over youth through everything, but, happy to stick around and take your questions.
[30:37]Thanks, Olivia, lots of great information there. It was a great session and lots of value in that presentation, and it was great to learn more about the Wechat platform and what to keep in mind when it comes to running feature ads.
Now, there are a few things that I wanted to cover as well. And firstly, it’d be great to get into the weeds a little bit and talk about the numbers. So originally I considered doing breakdowns for different industries and different verticals, but actually there wasn’t a huge degree of variation in our data.
So rather than complicate things, I thought it best to keep it nice and simple. So if you look at the WeChat Moments, ads, the ones that are kind of like Instagram stories, you can only do CPM or optimized CPM campaigns. So, if you’re going for clicks, that optimization has to be in how you present the ad as WeChat actually doesn’t give the optimization.
[31:37]Doesn’t do that for you. So optimized CPM just means that it’s tied to a particular conversion goal, similar to how Facebook ads are. So that might be generate lead information, drive up downloads, promote an e-commerce store, that sort of thing. So by far, the biggest variable is who you’re actually targeting.
So tier one, that’s Beijing and Shanghai. If you target those regions, then you pay a premium. So they’ve got the highest purchasing power, and that goes hand in hand with higher costs for you to reach them. And so the tier two cities, they’re a little more expensive to advertise to and have a little lower purchasing power.
And then for the other cities, They are extremely affordable to reach, but a little less likely to buy. Now that said tier three and tier four cities, especially this year have accelerated their purchases, the highest rates of all. So obviously it’s still not the best choice for, you know, premium and luxury goods, but especially for practical things can definitely be a worthwhile market.
[32:41]And as always, we say it every webinar, the idea, and the key is really to test see what works. Dial down what doesn’t work, dial up what does work well. So I want to just share with you the results from a recent campaign we did for a company . Now this campaign ran for seven weeks and had a budget of four and a half thousand CNY, which is $670 USD.
So in this particular WeChat campaign, quite beneficial from a, get the word out perspective, it’s secured a bunch of followers. Well, so I had a good amount of clicks and a couple of leads. And now what makes the followers valuable is that it will continue to offer value over time. So that’s one major plus of which out ads you can make posts that go out just to your followers and those aren’t ads.
So I’m sure you can see why growing your followers would be great if you’re thinking about the future and wanting to improve your ROI over time. Okay. So now I wanted to take a look at the AdChina.io platform. So I’ll share my screen and we can take a look at how to set up a WeChat moments ad. So I’ll share my screen.
[33:58]I’ll make sure I select the right screen. And now you should be seeing my screen. Yep. Perfect. Okay. So we are just looked into the AdChina.io platform. And in here you can go into the marketplace, you can see all of the different channels and you can click through to those, to get breakdowns on those particular channels.
There’ll be videos and images and showing you exactly what you can and can’t advertise, or I’m not sure if they. Go into what you can advertise. There are a number of industries and verticals that China doesn’t allow for advertising. If you’re not sure whether you’re in that gray area or not just get in touch and we’ll be able to help you with that.
So yeah, you can say with WeChat, these are the conversion goals, essentially that you can set up. In there. And you can say that for all of the channels. I won’t spend too much time on that though. I want to get into setting up an ad. I’ll go back to ads manager on, WeChat.
So I want a WeChat moment side and I’ll do an 800 by 800 with images and texts. So you can see all of the different placements that you can do here. And we’ve got an example of what each of those looks like on the right side of the screen. So if we come down, I will just put in placeholders there and click through to setting up the ad itself.
[35:37]So you can target based on locations, whether that’s a particular city or overseas, I would just select the tier two cities for now. Of course you can select by age. And you’ve got all of the sort of typical, criteria there, but with WeChat and a lot of the time it’s channels, but especially Tencent’s channels, you can go very heavily into the data and it collects a lot of data about people and you can see exactly the clients of.
Cause. So you’ve got, say, cheap car, mid range, car, exclusive car. So there’s just this wealth of data and it gets highly, highly specific. And you can go through and target based on interests and behaviors. Now, as you’re making these changes, you can see the reach and the impressions adjusting as you do it.
So I’ll set up an ad. We’ll do it for a, let’s go 20 to 40. Men with degrees or in high school can leave everything else. Let’s go. That’s just all sports. And you can say that the rates has changed to 12 million. And the impressions to 30 now, of course, that depends on the budget. So that’s to be factored in as well.
[37:09]So interests a little bit of a difference between interests and behaviors, interests, a bit more broad and a bit less, actions that someone needs to take to be tagged as interested. If it’s a behavior, then. There’s a, basically a higher bar. So they’ve, they’ve engaged with it a bit more deeply, and it’s been tagged as a behavior.
They can go into marital status and occupation as well. And you come through, put in your creative. So this is the only section that will need to be in Chinese. If you do it, I’m just going to use this square image. this is not an image that you would use to run an ad just to placeholder up for me to go through this. And then you would have your Chinese text.
I will just put in a placeholder here, but you can use translation services. You can use AdChina.io, you can use, anyone who is familiar with the native language do not recommend Google translate. It has issues with the Eastern languages and you don’t want to commit a social or cultural par by having an inaccurate a text on your ads.
So I will just leave it. You can schedule the date and time and have it run during certain hours. Or you can just, leave that on set. That’s fine. And if you click through to save a next, you can just set your budget. It’s submit, and it will give you a summary of everything that we’ve just gone through.
And when you hit confirm, it’ll go through to the channel. And typically that is live within one business day. So I will stop sharing my screen.
[38:54]Once the campaign has been run, you can go in and see the reports so you can see the impressions, the clicks, the total cost, the average click-through right. CPM and the CPC on the particular campaigns. And not only that, you can dive in more detail and look at the locations. So which locations were actually driving the bulk of these conversions.
What was the gender? What was the age? And you can say that for each of the ads in each of the campaigns that you run. So now we’ll go ahead and stop sharing my screen and I’ll bring the slides back up.
So, if you want to access the DSP, the platform that I’ve just shown, you can sign up for free at dsp.adchina.io. It is entirely free of course to join. And so in there you can learn about the different channels. You can check out the marketplace like I showed and see the channel information. You can do a whole bunch of different things, set up official accounts, get validated through the platform, and see the impression and reach estimates to dial in a really good audience for your advertising.