Advertising Cases | Traditional lending and driving test industry advertising cases and data references!

Today, I would like to share with you some investment cases in the traditional lending industry and vocational training /driving test industry, as well as industry investment data references.

Case 1: Traditional lending industry

How can the traditional lending industry conduct online promotion and customer acquisition? What I will share next is a campaign case from @朱丽名 of Baidu Shenzhen Branch, analyzing it from aspects such as campaign analysis, promotion strategy, creative planning, account settings, and performance data.

▌ Delivery Analysis

1. Background

Traditional lending platforms have started a promotion model combining online and offline, and launched apps and mini-programs online. Products are divided into two categories: small and high-value products, with diverse sub-product content.

2. Delivery Target

KPI effective form. At present, online promotion of loan financial products is highly homogenized. Differentiated promotion can reduce promotion costs and obtain more form conversions as much as possible.

▌Promotion Strategy

1. User segmentation

The basic user portrait can be seen in the figure below

Potential group: those whose loan demand has not been aroused or who are not familiar with online loan products and have tried consumer installment tools (such as Huabei, Baitiao, credit cards, etc.)

Target group: people with strong loan demand, who have searched for intent words such as credit investigation, cash withdrawal, and online loan, and have visited consumer loan platforms, installment shopping platforms, and auto finance platforms, etc.

Core group: those who have loan demand in the near future. I have little knowledge of online loan platforms and have searched for words related to bank loans, etc.

2. Product segmentation

① Small loan 0.5-10w

Products: Social security loan, provident fund loan, insurance policy loan

Crowd: Salaried class, low income, mostly without fixed assets

Purpose: Personal consumption (such as shopping, rent, travel, medical beauty, etc.)

② Large loan 100,000-200,000 yuan

Products: Simple mortgage loan, elite loan

Crowd: White-collar workers or self-employed individuals, who may own real estate

Purpose: Personal consumption (home improvement, medical treatment, education, etc.), venture capital (business turnover, financial management, etc.)

3. Promotion ideas

① Combined delivery of performance-based advertising. The cpc and ocpc modes are used in combination, and pictures, texts and video styles are combined for delivery.

② Output copywriting and materials in multiple dimensions according to different groups of people, and continuously optimize CTR

③ Refer to peer experience and past delivery data to optimize targeted and precise expansion

▌ Creative Planning

Segment the population, and plan the potential population, target population, and core population one by one. Please refer to the figure below for details.

▌Account Settings

① Potential population, budget accounts for 30%

General word + region, loan interest + region, loan application label + region, loan APP + region

Scenario-based creativity: awaken loan demand, arouse interest, and deepen brand impression

②Target group, budget accounts for 30%

Competitive word + region

Selling point advertising: highlight the user pain points such as credit limit, interest rate, and fast loan approval to stimulate action

③Core group, budget accounts for 40%

Brand word + region, loan interest + general word

Creating scarcity: time limits, quotas, urgency, and decision-making guidance

▌Performance Data

According to the above strategy, the creative data with better performance are as follows:

Overall account situation: The account's creative CTR has steadily increased, the average CTR of account materials is 1.85%, the highest daily CTR is 2.05%, and the conversion cost has been reduced by 41%.

OCPC effect data: total conversion rate is 5.32%, and the conversion cost is significantly better than the CPC model

Video advertising data: The average video CTR is 1.89%, and the conversion cost has dropped by 54% after going online, which is better than graphic materials.

Case 2: Vocational training/ driving test

After the Chinese New Year, March and April usher in the peak season for learning to drive. Next, let’s take a look at an advertising case of a driving school~ @Guangzhou-Provided by Wu Qianyi

Platform: Toutiao

Industry: Training

▌Advertising creativity

Discount: The original price of learning to drive in Guangzhou is 5580, and the New Year discount price is only 3680, with 0 down payment for learning to drive

Quote: How much does it cost to get a driver’s license in Guangzhou? View the latest driving lessons price list

News: Is there a new policy for driving license test? If you haven't learned to drive yet, take a look... Pictures: Most of them use real-life pictures of training grounds, new regulations, etc. to win the favor of users

▌Directional

1) College students, who have plenty of time to learn how to drive but are concerned about the price

2) Business people, who are busy at work and want to get the certificate faster

▌Landing Page (1)

1) Banner: Accept the discount and remind [limited time] to increase the incentive

2) Pop-up window: remind again to enhance the sense of stimulation

3) Bottom: List questions to guide consultation and capture the precise driving learning group

▌Landing Page (2)

1) Banner: Get the certificate quickly, simulate the exam training to strengthen the user's psychology, and pass the exam every time

2) Form: [Limited time] Receive simulation training courses to guide retention

3) Bottom: Quickly customize personal learning plans, and [free re-examination fees] as a reward to promote retention. "When is the fastest time to sign up" can capture the most accurate group of people, and you can call them first to complete the transaction quickly

The entire campaign is centered around these user pain points, and the effective call connection rate has increased to 70% , close to the efficiency of SEM. It can better help increase transactions and seize the market during the peak season.

Source: Aichisem