Have you heard of Guangdiantong yet? Well, if not, get ready to memorize this name, and here’s why. Tencent, the company behind WeChat, has recently introduced a new requirement for advertisers.
Previously, marketers could set up certain campaigns, like Moments ads, through their WeChat Official Account backend; however, this is no longer possible.
As of now, advertisers must create all ads through Guangdiantong, Tencent’s mandatory backend for ad creation on all its platforms, including WeChat. Pro: This streamlines the process under a unified platform. Con: This eliminates the flexibility of setting up ads via the existing WeChat backend.
What does this mean for you?
Don’t worry! Our team at Nanjing Marketing Group has almost 20 years of on-the-ground knowledge of China marketing and expertise in creating impactful WeChat ads, and we are also very familiar with Guangdiantong.
We will show you the Guangdiantong dashboard, how to set up ads, which targeting options we recommend, and how to make the most out of your China advertising budget.
Let’s begin!
What is Guangdiantong?
Guangdiantong (广点通) or GDT translates to “Broad Advertising Network.” and is Tencent’s official performance-based advertising platform across its extensive ecosystem, covering WeChat, QQ, and Tencent Video.
When WeChat was launched in 2011, it did not include any advertising as it was initially designed as a messaging platform. Ads began to appear on Moments (WeChat’s friend feed) in 2013 and expanded from there as Tencent expanded the platform’s services.
Initially, WeChat ads were managed more independently through a relatively simple and limited backend— WeChat Advertising. In 2015, Guangdiantong was integrated into WeChat as Tencent’s unified and more extensive service to manage ads across various platforms.
Today, Guangdiantong is more than a backend to manage WeChat ads, it is a sophisticated marketing engine that leverages Tencent’s massive user base and advanced data analytics to create precise and effective campaigns. Advertisers can manage WeChat ads directly in Guangdiantong or collaborate with third-party agencies.
However, the potential downside is that using Guangdiantong is no longer optional, but mandatory. While it may be streamlining processes, it is also replacing all other WeChat ad setups as the sole option for ad creation.
Accessing Guangdiantong
To set up the Guangdiantong / Tencent Ads account to manage ads for WeChat (and other Tencent platforms), you need the following:
- Set up a WeChat personal account with admin rights (not an Official Account!).
- Provide your business license and a copy of the admin’s passport.
- Supply additional documentation (depending on your industry).
The registration process usually takes 3–7 business days.
However, it is not possible to create a Guangdiantong account yourself, so you must hire a licensed agency (we can help you with this), and to get things started, the account requires a minimum deposit of 6,000 RMB.
Pros & Cons of Guangdiantong
Guangdiantong has many advantages. It gives advertisers unparalleled reach within a vast ecosystem integral to everyday life in China. As a centralized backend to manage ads across the Tencent ecosystem, Guangdiantong allows advertisers to run campaigns on platforms like WeChat, QQ, Tencent News, and Tencent Video.
Furthermore, users can be reached with precise targeting options and comprehensive data analytics to optimize campaigns. This, in turn, ensures a high return on advertising spend (ROAS) for all kinds of businesses. Guangdiantong offers a variety of ad formats to respond to different marketing objectives, including banner ads, video ads, in-feed ads, and mini-program ads. Click here for a full list of WeChat ads.
On the flip side, one could argue that navigating the Guangdiantong platform can be complex, especially for those who don’t speak Chinese or are unfamiliar with managing ads for the Chinese market. Advertisers must also comply with the strict regulatory system governing China’s online market.
Guangdiantong’s popularity drives the competition for ad space and costs, especially in popular niches; therefore, having a knowledgeable China marketing agency by your side can help you to identify the best keywords with higher volume and lower competition.
Setting Up WeChat Ads with Guangdiantong
Go to https://ad.qq.com/ and follow the steps on the screen.
1. Choose your ad types: display ads, and search ads.
2. Choose the campaign goal and content you want to promote.
3. Select the platforms where you want to run your campaign.
4. Select your relevant target audience to maximize engagement and conversion.
5. Set your bidding strategy and budget for effective campaigns that convert.
6. Set up your ad creative and continuously optimize.
This is an example of a search ad we set up for our client Loqate in Q1/2025 using Guangdiantong.
Guangdiantong FAQs
Is it mandatory or optional to use Guangdiantong?
The once-optional Guangdiantong is now a mandatory backend platform for all WeChat ads. In the past, WeChat ads were accessible via the WeChat Official Account backend—this is not possible anymore.
Can I directly set up a Guangdiantong account as a foreign marketer?
No. You must hire a licensed agency to set up a Guangdiantong account. Plus, it requires a personal WeChat account with an admin (not a WeChat Official Account)!
How does Guangdiantong affect marketers?
Guangdiantong, once it’s set up, makes it easier for marketers to manage ads across Tencent platforms.
Are there any regulations or restrictions to Guangdiantong?
There are several regulations and restrictions associated with Guangdiantong because it operates within the Chinese regulatory framework and Tencent’s policies. This includes politically sensitive content and certain regulated industries like healthcare and finance.
The Takeaway
Previously available options to run WeChat ads have been disabled, and it is now mandatory to use Guangdiantong for ads on Tencent platforms.
The most important changes:
- Brands must use Guangdiantong (Tencent Ads backend) to run WeChat ads.
- All brands must hire a licensed agency to set up a Guangdiantong account.
- A personal WeChat account with an admin is required to operate Guangdiantong.
- Running WeChat ads via Official Accounts/WeChat advertising accounts is no longer possible.
We have already tried Guangdiantong and evaluated its capabilities for running WeChat ads. While Guangdiantong has the potential and options to create even more effective ads and distribute them across the Tencent ecosystem, this change also comes with some challenges that brands may need to get used to.
As always, we are happy to answer your questions and help you get started with WeChat advertising.