Product News | Tencent Advertising July account opening and creative review rules adjustment

More than half of 2019 has passed. What new promotion plans do you have in August? The editor has summarized the adjustments and hot spots for account opening and creative review rules in July. Come and learn about them so that you can launch more smoothly in August!

1. Adjustments to account opening review rules and hot topics in July

There is 1 adjustment and 1 hot topic in the account opening review rules in July. Although the adjustments are not many, I hope everyone will not take it lightly! (Hotspots include but are not limited to: advertiser/service provider consultation hotspots, violation concentration points, policy adjustment notices, etc.).

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II. Analysis of Typical Rejections of Account Opening Review in July

In this issue, the editor analyzes 2 typical cases of rejection in the financial industry when opening an account . Please pay more attention to related advertisements!

Case 1: To promote micro-loan business, please clearly indicate the lending institution in a prominent position on the page

Rejection cases:

Analysis:

The micro-loan business landing page must clearly state the lending institution. If the lending institution is a third party, please submit the third-party financial license and cooperation agreement. The cooperation agreement must be complete, the content must be consistent with the product, and the start and end dates must be marked (PS: the authorization mode is not accepted)

Case 2: The cooperation agreement provided does not match the financial qualifications of the partner. Please provide the cooperation agreement between the applicant company and "xxx"

Case display:

Account opening company:

(Company A)

Financial Qualifications

(Company B)

Cooperation Agreement

(Agreement between Company A and Company C) (×)

Analysis: The financial qualification submitted belongs to Company B. The cooperation agreement between Company A and Company B should be submitted instead of the cooperation agreement between Company A and Company C.

III. July creative review rule adjustments and hot topics

This time, the editor has summarized 4 hot topics of creative review rules for everyone, involving e-commerce, finance, and education industries. Come and have a look~ (Hot topics include but are not limited to: advertiser/service provider consultation hot spots, violation concentration points, policy adjustment notices, etc.).

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IV. Analysis of typical rejections of creative review in July

In this issue, the editor mainly introduces several cases where wildcards are not standardized. Please be careful not to make the same mistake~

▶Rejection reason 1:

The wildcards used in the promotion are not standardized and are not consistent with the actual delivery logic. Please optimize

Scene analysis:

1) The material uses wildcards {{area}} and {{city}}. The material images and landing pages must not contain information about the designated area, which will cause inconsistencies between the copy and the landing page.

For example, the {{city}} used in the material is targeted at multiple regions, but the pictures and landing pages only have regional information about a certain region.

Rejection cases:

• Copywriting: Instead of playing with your phone in your free time, you might as well get an undergraduate degree from a prestigious university! {{city}} The lowest cost for working people to take adult undergraduate exam is only 2,880 yuan

• picture:

Analysis:

The wildcard in the text can match any city, but the picture says "Jiangsu only".

2) The real estate and air tickets in the copy description cannot involve specific prices, and avoid the same real estate or air ticket prices appearing in different cities matched by wildcards. In addition, the use of wildcards in real estate advertisements must not involve regional policies, such as: {{city}} no purchase restrictions, etc.

Examples:

Copywriting: {{city}} new property launch, up to 700,000 yuan off on home purchases! This week only!

(×)

Analysis: Real estate prices vary greatly from place to place, and using wildcards to match multiple cities can lead to false information propaganda

3) If a landmark building appears in the image, please pay attention to the consistency between {{area}} and {{city}}. It is not allowed to have an image of a landmark building in a certain city, but the wildcard is targeted at multiple cities.

Examples:

Copywriting: This summer, bring your children to {{city}} and start a cool summer camp mode

(×)

4) Use wildcards {{area}} and {{city}} in descriptions and avoid using specific people in pictures; this may mislead users by showing the same person in different areas

Examples:

Copywriter: I am in {{city}}, single, looking for a reliable boyfriend, looking for a date

(×)

Analysis: The same character appears in different cities, which is a logical problem

▶Rejection reason 2:

Wildcards are not currently supported for this category of products. Please modify

Scenario:

Elements that conflict with ethnicity and religion must be avoided in the materials. For example, {{area}} and {{city}} cannot be used together with the promotion of meat products (including all meats such as pork, dog meat, and donkey meat).

Examples:

Copywriting: Let barbecue awaken your dormant taste buds, special offer at {{city}}!

(×)

The above are the adjustments to Tencent Advertising’s account opening and creative review rules in July . Keep abreast of hot topics and rule adjustments to improve delivery efficiency.

Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account