Case | How to use SEM to acquire customers stably and at low cost after the market is saturated?

With the market saturation, the decrease in incremental users, and the low industry credibility, the industry's traffic and customer acquisition have entered a dark age. The only way out is to continuously acquire stable, low-cost users through effective SEM delivery , which has become one of the important factors for winning this war.

1. Return to the origin and explore user characteristics

1) Break down the user investment behaviors of each channel , discover patterns, and understand users:

①, The PC side shows an M trend, with registration peaks at 10 o'clock and 16 o'clock.

②, The mobile terminal shows a W trend, with 1:00 and 21:00-23:00 being the peak registration times in the evening.

①, On the PC side, the trend of new financial managers fluctuates greatly between 10:00-11:00, with small peaks at 15:00 and 20:00.

②, on the mobile side, the number of new financial managers fluctuates slightly, with small peaks at 10:00-11:00, 13:00, 15:00, and 21:00.

①. Bids will be issued at 10:00 every day, and bids for novices will be issued randomly.

②, PC has small peaks at 14:00 and 20-21:00; app and wap show a downward trend after 10:00 as time goes by, wap has a small peak at 21:00, and app has a small peak at 22:00.

①, WAP and APP registered for financial management on the same day with a high proportion, while PC was relatively low at 39%

②, the proportion of new financial managers in the first 7 days: wap80%>app77%>pc72%

Tips : User behavior habits tend to be mobile, and PC & WAP traffic form a complementary trend; during the 7-day prime time, exclusive benefits for new users, new red envelopes, and exclusive activities are used to enhance users' feeling of "getting a bargain" and thus increase conversions ; formulate a wake-up strategy: SMS messages are sent at intervals of 1/3/7 days, with different copywriting to cover different users.

2) Geographical distribution of various channels: Mainly in first-tier cities, second-tier and third-tier cities are beginning to make efforts:

①, 54% of PCs are concentrated in first-tier cities, followed by apps and wap

②, per capita financial management amount: pc>app>wap

Tips: The user base in first-tier cities is approaching saturation. To expand the target user base , it is necessary to penetrate into second-tier and third-tier cities, understand how second-tier and third-tier users obtain information, and pay more attention to revenue, safety, and brand.

3) Crowd attribute portrait: The main group is the post-80s generation, among which male users are higher than female users, and the number of female mobile users (number of people, financial management amount) is increasing:

①, PC, PP: The proportion of new financial managers and financial management amount of males is higher than that of females

②, Average amount of wealth management per capita: pc male > female; wap female > male

①, the largest proportion of new financial managers are those born in the 1980s

② As age increases, the amount of financial management per capita increases

Tips: Focus on your core users, educate your potential users, and work with the operations department to develop strategies for different groups of users. Based on the attributes of the crowd and the investment amount, a reinvestment red envelope wake-up mechanism is established. Promote reinvestment of core users. At the same time, induce core users to bring in new users.

2. Understand channels and improve key KPIs

Segment conversion word attributes: Rapidly expand the entire plate and improve financial management

1) Baidu + 360 has conversion keyword types and attributes

Overall trend:

The distribution of the number of people doing financial management this month: General > Brand > Competitive products; Brand words are stable conversion keywords, controlling costs and optimizing rankings. Generic words and competitor words belong to the category of extended conversion words, which can be accurately delivered and win with the long tail.

Keyword attributes: The number of characters in the conversion word is between 2 and 15, which indicates the user's search habits. The keyword listing can filter out overly long words and optimize the keywords.

Common words: In addition to core high-traffic words that directly bring conversions, target customers ultimately decide whether to invest by searching for specific root words (such as ranking, reliability, etc.).

Split Channels:

Baidu's Top 10 keyword consumption accounts for 47% of the total consumption. Except for financial management, the CPCs of all keywords are above 10, which is a relatively high level. This shows that the industry competition is fierce and the consumption of a single keyword has a greater impact on the overall situation. The CPA of the p2p-related keyword financial management is between 3-6k, which is a relatively low level on the search side. For Baidu users, the greater the relevance, the more conducive it is to conversion.

360 Top 10 keyword consumption accounts for 26% of the total consumption, which is more dispersed than Baidu. The CPC of industry common words exceeds 10 yuan. The competition for 360 channel common words is fierce compared with other words.

2) Creative means to improve CTR

Creativity: The following pictures show the normal, gold booth-navigation, gold booth-image navigation version

Current situation: There are many search engine advertising spaces and competition is fierce

Breakthrough point: attracting netizens to click

① In the title and description, try to embed wildcards (variant characters, deformed characters, and some red characters);

②Using special symbols is helpful to improve Ctr (" ", [ ], etc.);

③Combination of new styles;

④ Use crowd tags to enhance resonance, such as safety, risk control, and custody for men; promotions and red envelopes for women

Tips: 20% of keywords bring 80% of conversions. By studying the characteristics and attributes of 20% of keywords, you can expand the long-tail keywords of the same type and improve conversions.

3. Optimization - Important things should be said three times

Reasonable optimization rules-make search engines more effective

1) Account establishment rules

① Plan: Four categories are divided into brands, products, general products, and competitive products (competitive products in the same echelon have separate plans)

② Unit: (category + brand) - attribute or time

③ Keywords: group by category, root, character

④ Creativity: Fluent, red, 2-3 creative ideas per group

2) Expand keyword rules

3) Delivery strategy: different scenarios require different suggestions

①, Sufficient target land, optimizing investment CPA.

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②, Insufficient bidding land, optimize registration CPA

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PS: The data in this article are all multiplied.

The above is the so-called review operation. Walk the path you have taken before again, think more about why you did it and what to do next. Only by summarizing repeatedly can you win dividends.