The November sale is just around the corner, and advertisers from all industries are keeping a close eye on the limited traffic and preparing to go on a month-long "shopping spree" to grab traffic. How can the financial industry maneuver in the battle for buying traffic and secure sufficient exposure at an appropriate cost? The key lies in the word "clever". How can content and materials take advantage of hot spots to break through, when to increase bids to grab volume, and when to control bids to avoid competition...
Now follow this guide to buying traffic in the financial industry in November to see how to "cleverly" obtain traffic and "luxuriously" gain exposure!01 Overview of traffic resources Due to different traffic resources, the "battle situation" in the promotion month is also different. Before formulating a promotion plan, let’s first compare the overall resource situation of different traffic types in November, as well as past historical exposure performance.Resource inventory statusResources that can be delivered at different timesWeChat Moments : The overall traffic of Moments is expected to increase by 20% , and the absolute magnitude of the growth will reach hundreds of millions. The current scheduling and bidding are both showing an upward trend in real time. It is recommended to seize the peak traffic nodes to launch new advertisements in advance, reserve time for review and cold start, and make key increases in investment.QQ Ads & Tencent Information Flow : Hundreds of millions of new exposures can be added every day , with November 1 and November 9-11 being the peak periods for advertising. Advertisers in the financial industry can consider staggered advertising to ensure stable volume. In terms of specification selection, the competition between QQ shopping and three small horizontal pictures is relatively fierce. The financial industry can avoid it appropriately and choose to increase investment in large horizontal pictures, horizontal videos, vertical videos and other specifications.U-Link : Traffic inventory was relatively tight from the 1st to the 11th, and then quickly fell back to daily levels. By then, there will be relatively sufficient and appropriately priced traffic inventory, which will be very suitable for entry. Video advertising resources are less affected overall, and can be invested in more, such as in "native video" and "incentivized video" ad spaces.Sufficient inventory of traffic resourcesWeChat Official Accounts : The overall traffic of official accounts is relatively stable during the promotion period. The financial industry can use it as a key ad space to supplement the volume. It is recommended to give priority to testing video ad spaces, such as official account pre-video posts and elegant video ads (supporting 30s).WeChat Mini Programs : Mini Program ads have a significant holiday effect, with weekend traffic increasing significantly compared to weekdays . Advertisers are advised to seize the weekend traffic growth period to increase their advertising spend. It is also recommended to reserve advertising accounts in advance, accumulate data, and simultaneously test materials that perform well in mini-program advertising positions.Tencent News & Tencent Video : The overall inventory is expected to increase by 10-20% this month, mainly in the "horizontal large picture" and "horizontal video" specifications. It is suitable for the financial industry to increase investment, leverage the e-commerce atmosphere, and creatively try the iconic elements of e-commerce promotions such as "shopping/discounts/limited time". In addition to inventory differences, the traffic peaks of each traffic type during the day also vary, which can be used as a reference for advertisers to place ads in different time periods. Historical exposure during the promotion period The exposure of WeChat advertising resources, QQ advertising, and Tencent information flow resources was generally stable during the 45-day promotion period in the past, but the exposure decreased in the 3-5 days before and after the 11th. Tencent News & Tencent Video advertising resources have obvious weekend traffic effects, and the financial exposure level is relatively high; however, the exposure is most intense in the week before the big promotion, and quickly recovers after the 11th. The traffic of Youlianghui resources is very tight during the entire promotion period compared to usual times, but it will recover quickly after the promotion. Advertisers can appropriately increase their bids to grab traffic. New strategies for WeChat advertising resourcesFrequency of new products : a small number of new products should be released frequently. The average daily number of new products should not exceed 100 (the total of all agents under the same account). Different agents under the same account should release new products at different times as much as possible.Pay attention to the overlap of targeting : enrich the targeting methods, and the number of ads under each targeting should not exceed 20 to reduce internal competition under the same account;Pay attention to the proportion of empty ads in the account in the past 7 days (the proportion of ads with consumption but no conversion) : save costs to increase advertising bids. If the proportion of empty ads is too high (reference value: the 7-day empty ads ratio should not exceed 5%), reduce new products appropriately.02 Financial Segment Industry Strategy GuideMutual Finance The consumption frenzy during big sales is always accompanied by the anxiety of "being left with nothing". Therefore, in a certain sense, e-commerce promotions provide Internet finance with opportunities to leverage consumption scenarios. Therefore, it is recommended that advertisers increase bids appropriately during peak traffic seasons (such as the 1st and 11th) to enhance advertising competitiveness and stabilize account exposure levels.Material suggestions Combined with the hot spots of the big promotion, increase the production of shopping-induced demand plots ;Strengthen the expansion of multi-grid materials for cardholders , differentiate material elements for white-collar workers/low-income groups, etc., and improve click-through rate; WeChat payment withdrawal scenarios that are close to life, expressing the feature of "convenience" (need to pay attention to the review requirements); Creative materials need to pay attention to gender differences and differences in purchasing preferences. Targeted recommendations During the peak promotion period, the campaign can be targeted at men, avoiding the main e-commerce target group, and targeting young women who do not overlap much with the target group of the financial industry; After the 11th day, targeted coverage can be improved and efforts to grab volume can be intensified; In addition to behavioral interest targeting, you can also use Tencent Advertising Financial Cube to expand similar groups; When placing WeChat advertising resources, you can contact the operations manager to apply for the "Tag Square" whitelist, making full use of high-quality people in the industry to improve the delivery effect and save Tencent Advertising Data Management Platform (DMP) space.Insurance Industry Since the purchase costs of different products in the insurance industry vary greatly, the marketing strategies should also be treated differently. At the same time, we should draw on the lucky draws, giveaways and other product promotion models to take advantage of the big sales to attract attention.Long-term insurance/consulting business The core audience of this type of business faces fierce competition for exposure during promotions. Advertisers are advised to skillfully use imitation message push copy to grab attention, and appropriately add e-commerce style icons and visual materials with high-saturation tones.Free insurance/short-term insurance business Reserve instant hot materials and landing pages such as wheel draws in advance, and use eye-catching elements such as flashing buttons and coin transfers. Consider using shocking content or content that clearly identifies the target audience and interests. In terms of marketing strategy, free business is used to drive paid business, short-term insurance and free insurance models are mutually promoted, and the concept of invest 1 and get 1 free is the main creative concept.bank For bank card products, when taking advantage of the hot spots of major promotions, it is recommended to differentiate according to different card types, and at the same time match products, materials, and audiences accordingly to improve conversion rates. When selecting traffic resources, it is recommended to stagger the peak hours and the quantity to stabilize the conversion costs.Targeted recommendations Comprehensively use behavioral interest targeting and expand similar groups of people; in addition to commonly used targeting, it is recommended to add promotional hot word targeting.Material suggestions In addition to double puzzles and four-square grids, visual materials can also take advantage of the opportunity to add three small pictures in an e-commerce style. Visual elements can be combined with the card image, benefits, gifts, and credit limit numbers. The material is recommended to be brightly colored to create a shopping festival atmosphere; The copywriting materials can be closely integrated with the hot spots and buzzwords of the promotion to capture the psychology of “shopping addicts”. Securities Consulting The audience of the securities consulting industry is relatively clear. The core is targeted at people interested in stocks, and it is equipped with materials that go deep into user scenarios, such as experts teaching people interested in stocks how to look at the market, to stimulate conversion willingness.Targeted recommendations Use classic targeting to ensure conversion rate, focusing on region + age + behavior/interest targeting combination. It is recommended that 80% of online advertising use behavioral/interest targeting, and 20% of online advertising use similar audience expansion.Material suggestions Graphic materials: Reasonably allocate the proportion of each type of material. 60% are based on real-life shots, using images of beautiful women or male authority figures to attract attention; the rest are mainly based on displaying the K-line chart of the market and drawing on the three-small-picture structure of e-commerce. Video material: It is recommended to use real-life dialogues with a strong sense of immersion, explain product features in detail through dialogue, and achieve high conversions. In addition to the above-mentioned strategies for buying traffic during big sales, advertisers in the financial industry can also obtain more detailed advertising suggestions and new product recommendations from Tencent Advertising Industry Managers. The battle for buying traffic is imminent. We recommend that advertisers immediately start considering resources, determine strategies early, and take advantage of big promotions to gain a wave of high exposure and high conversions!
