How to attract more users by placing advertisements in the financial industry during the 618 shopping festival? A guide to increasing volume in the financial industry!

The consumption carnival brought about by the 618 promotion is not only a marketing feast for e-commerce, but also a good opportunity for various industries to take advantage of the situation, set the pace, and gain exposure.

Of course, as one of the few marketing peaks in a year, the competition for traffic among advertisers is also quite fierce. As advertisers in the financial industry, we are currently facing an e-commerce industry actively competing for volume and an education industry summer advertising boom. Is it possible that the financial industry will only remain unknown during the golden marketing period of June? In fact, in the battle for traffic in June, the financial industry not only has conventional resources, but can also seize the blue ocean of traffic through differentiated delivery, and make a strong presence in this hot marketing season!

Take this June sales guide for the financial industry and find out how to gain sales in this “hot marketing month”!

1. Grab the volume on 618 and know yourself and your opponent to formulate strategy

According to previous data statistics and the delivery situation since May this year, the e-commerce promotion will start to warm up at the end of May and will maintain high-frequency delivery to the target population until June 20. At the same time, June itself also has many exposure peaks at specific nodes, from the Dragon Boat Festival at the beginning of the month, to Father's Day in the middle of the month, and finally to the peak of the 618 promotion. There is also a return period after the big promotion, which is also an opportunity for advertisers to increase sales that cannot be ignored.

At this time, there will be a peak in the delivery of WeChat advertising resources and the competition for traffic will be fierce. It is necessary to prepare response and delivery strategies in advance and pay real-time attention to the cost and magnitude of the above nodes. Among the e.qq.com advertising resources, there will be fierce competition for QQ ads, Tencent information flow ads, Tencent news ads, and Tencent video ads at specific time points.

Based on the above fluctuations in volume, the financial industry can adjust its delivery strategy in a timely manner to take advantage of the trend without losing volume, and effectively increase exposure in the rest of June. The overall guiding ideology during this period is: increase optimization intensity at popular nodes, appropriately increase bids, and deliver differentiated traffic, maintain normal optimization on a daily basis, and make timely adjustments based on cost and exposure.

In specific operations, the demands of different financial sub-industries are not the same. The following will further introduce the 618 volume expansion strategy for each sub-industry.

2. Mutual finance selects differentiated traffic and launches new materials

1) Regular delivery + differentiated traffic

Regular core resource positions such as WeChat Moments, Tencent Video large images, Tencent News large images, Tencent News video splash screens, QQ ads, and Tencent information flow will be delivered throughout the day with more new content . At the same time, we will increase investment in off-peak resource positions, such as WeChat official accounts, mini-programs, Tencent News, Tencent Video’s video ads, and people nearby on QQ Mobile.

It is recommended to increase the bid by 10%-20% during the campaign to maintain competitiveness. The account balance should be maintained at more than 3 times the daily consumption, the daily budget for a single advertisement should be at least 5,000 yuan, the plan should be set to accelerated delivery, and the plan budget should be set in a gradient manner - the budget for the running plan is higher than that of the normal plan.

2) Targeted optimization directly hits two major pain points

High cost of solution:

Through data capabilities, we can reach the target consumer group in multiple dimensions, expand the number of converted people by 20 to 50 times, and conduct multi-dimensional targeted delivery in more than 5 dimensions to the Financial Cube population; at the same time, we recommend that advertisers try behavioral interest targeting to capture the first-hand needs of potential customers, or combine delivery with financial keywords.

3) More new and innovative materials, keep an eye on the account and keep updating it on weekends

Various forms of video ads and picture ads should be updated frequently. Updated 2-3 times a day, 3-5 sets of new materials are added to each ad position and each targeting each time, more than 100 ads are updated per day, and ads with poor effects are shut down in a timely manner.

Such materials are for display only. The actual loan amount will be determined based on the review results.

Such materials are for display only. The actual loan amount will be determined based on the review results.

3. Banks relax their targeting to capture high-quality customers

1) Staggered delivery of products in different peaks and quantities to effectively stop losses

Advertisements for banking products have a long link and time period from exposure → conversion → review → usage. Taking advantage of the warm-up period when traffic is relatively loose and increasing advertising can help stimulate more effective conversions at a relatively low cost. According to the traffic environment, bid high to attract high-quality users. When the cost is too high, stop the loss in time and try other traffic and placements.

In terms of budget, ensure that there is sufficient balance during peak traffic hours, and the daily amount is recommended to be at least twice the target spending. Ensure the stability of your account and try not to lower your limit frequently or drastically.

2) Targeted policies should be relaxed to seize new opportunities for transformation

Make full use of the 618 hot spots and leverage the 618 hot words to conduct behavioral interest targeting and expand the population. Through targeted material combinations, we can cover more people who are usually difficult to convert and create new conversion opportunities. Bank loans can use the Financial Cube to select high-quality people + people with explicit loan needs, and select people who interact with loan behavior and loan advertisements through behavioral interest targeting.

3) Learn e-commerce from creative materials to create a more exciting shopping atmosphere

Bank card ads can refer to styles such as handheld, envelope, and four-grid. Live-action voice-over or situational drama video ads can also be used. You can also take advantage of the 618 promotion and refer to the e-commerce advertising style to attract clicks by enlarging buttons and creating a shopping atmosphere. Loan advertisements should keep updating new materials and advertisements frequently, and keep effective online advertisements 10%-20% higher than usual.

The material is for reference only

4. Insurance Expand the scope of targeting and focus on video resources

1) Different product types have different video resource locations

Video ads have higher conversion rates and thus higher eCPM. Insurance advertisements require strong guidance and the use of video materials to promote conversions, and video resources should be concentrated. It is recommended to release different video resources based on the product type and marketing appeal.

It is recommended that the bids for each advertisement be increased by 5%-10% before June 15, and then increased by another 5% after the 15th, and then gradually reduced to normal levels on the 20th and thereafter.

2) Different audiences have different bid increases

For commonly used targeting in the insurance industry, including insurance behavior interest tags and people interested in information such as mother and baby/pregnancy preparation/milk powder/automobiles/digital products, the reach rate is improved by increasing bids, CPM purchases, etc. At the same time, other targeting methods are tried to expand the scope, such as high-intensity preferences for e-commerce apps or information, interested groups, and people who interact with e-commerce ads. After 618, it is also recommended to make targeted delivery to people who are active online shoppers.

3) Video materials take advantage of the “e-commerce boom” to increase conversion rates

During the 618 period, keep up-to-date and optimize the materials in a timely manner, maintain the quality of the account, and improve the conversion rate with video materials and e-commerce hot spots:

5. Securities: Seize core resources and increase new materials by 20%

1) Seize core resources and use other resources to supplement the resources

For core resources, it is recommended to add 4 different sets of materials every day and increase the bid by 10%-20%. For other resources, add 3 different sets of advertisements every day and increase bids by 5%-10%. Focus on the cost and volume in the first 12 hours, and enable automatic expansion for high-quality ads.

2) Focusing on behavioral interests, securities keywords expanded

The securities industry usually only focuses on behavioral interest targeting, that is, securities secondary sub-category targeting. Considering the targeted expansion of e-commerce during the 618 period, people in this secondary sub-category will be directly reached by e-commerce, intensifying competitive pressure. Therefore, securities clients need to take advantage of their industry advantages and add a large number of securities keywords to cover new groups of people. It is recommended that 80% of online advertising use behavioral interest targeting. Another 20% suggested using Financial Cube to target potential user groups from the perspective of industry customer needs, and using data capabilities to reach the target consumer groups in multiple dimensions for targeted delivery.

3) The number of new materials increased by 20%, including both graphic, text and video materials

Videos in the securities industry are generally presented using real-life scene dialogues, which explain product functions, professional strengths, etc. in detail through dialogue exchanges, giving investors a strong sense of immersion. Under the same circumstances, video ads will have a higher eCPM and greater exposure than graphic ads. The video content remains unchanged and is delivered in all video ad positions with a variety of targeted combinations.

It is recommended that 60% of the picture materials should be based on real-life shots, using pictures of male authority figures to attract attention, 20% of the pictures should be based on displaying the K-line chart of the market, which is concise and easy to understand, and the other 20% of the pictures should focus on three groups of pictures, drawing on the e-commerce style to pose models from different angles.

By following the above guidance on increasing sales volume and adjusting strategies in a timely manner, 618 can also become a rare marketing opportunity for the financial industry in a year. The traffic war is about to break out, so let’s gear up and become the winner of the 618 marketing “hotness”!

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Author: Tencent Advertising

Source: Tencent Advertising