Gallery: WeChat Ads

What Did We Do?

Campaign planning: For Bar Codes Talk, we manage all Chinese marketing and customer support almost entirely autonomously. We planned the WeChat campaign and specific ads first using our knowledge of customers and successful Baidu ads.

Writing

The words are selected based on our experience with the campaign and Baidu ads.

Design

We created the 1280×720 image.

Variant testing

We also tested three variations of the ad in different positions.

What Does This Post Teach Us About Marketing on Chinese Social Media?

Positioning as Experts Selling a Valuable Product

The ad positions Bar Codes Talk as “UPC Barcode Professionals” using the biggest, most noticeable words on the ad, but also highlights product benefits.

A key reason we don’t focus on the product exclusively is that we are not trying to persuade users to buy right now. Bar Code buyers are repeat buyers, but they sometimes run into problems with other suppliers.

This ad basically helps them realize that Bar Codes Talk is a real pro and can resolve various problems they might have, which persuades them to follow us. If they follow, Bar Codes Talk will become top of mind for them when they do need bar codes again.

Have Valuable Content on the WeChat Account

An ad can’t be viewed separate from the landing page it directs users to. Making sure to publish content on the account that users find interesting to convince them that the company was worth following or contacting.

Looking at the titles of some of their most popular posts, we can see that Bar Codes Talk didn’t achieve this by merely discussing their own product but also any news that affects their target audience or information they may find helpful.

• Amazon Restricts “Temporary Supply”: SKUs Must Be Bound to Long-Term Traceable Barcode Sources
• 2026 Barcode Compliance Upgrade: Three High-Risk Barcode Types to Avoid—Choose the Right One for Peace of Mind
• Amazon ASIN Lookup Guide: Essential Tips for Sellers (2026)
• Platform Tolerance Drops Sharply: The Top 3 Barcode Types Most Likely to Trigger Risk Controls in 2026
• What Is a UPC Barcode? A Simple Guide to the “Universal Product Code

As not every user will want to read on their phones, Bar Codes Talk’s addition of videos alongside written content was the right move.

Resubmit Ads to Get the Right Words Accepted

One of the first editions of the ad was rejected for having “亚马逊” (Amazon’s Chinese name) on it.

We didn’t want to give up though, so we created new variants, discovering an accepted variant: “亚马逊验证” (Amazon-verified).

What Did We Do?

We managed and optimized Congatec’s WeChat advertising, including ad banner design, mobile-friendly landing page creation, and campaign setup.

We also ran several rounds of testing to improve performance:

• Two landing pages: The first focused on five new products and their applications. Based on campaign performance, we later shifted the focus to Congatec’s aReady products and broader product ecosystem, while also improving how the information was presented.
• Different campaign types: We tested both standard and automated delivery using the same landing page, then compared lead volume and audience quality to determine which approach performed better.

What Can We Learn From These Ads?

New WeChat Ad Accounts May Perform Particularly Well at Launch

Based on our experience with this campaign, new WeChat accounts may receive relatively high-quality traffic when a campaign first launches, leading to stronger early results. As the campaign enters the regular bidding environment, performance may settle at a more typical level.

A decline from the initial results does not necessarily mean the campaign is getting worse—it may simply be moving into a more normal stage of delivery.

Campaign Optimization Should Continue After Launch

A campaign shouldn’t be treated as “finished” once the ads launch. Even when the initial setup performs well, results can change over time as audience response and market conditions evolve.

For Congatec, our team continued to review performance and proactively test improvements throughout the campaign. This included changing campaign approaches, shifting the products being promoted, refining the messaging, and redesigning the landing page when needed.

Rather than simply keeping the original campaign running, we continued looking for ways to improve both lead volume and lead quality.