Today, the editor has compiled 3 cases of information flow advertising in the financial industry for your reference. Let’s take a look!

Case 1: 51 Credit Card Manager

Industry: Finance

KPI: Application software, application downloads

Tips: DMP

Results: CTR increased by 40%, conversion costs decreased by 50%

Brand Story:

51 Credit Card Manager is a full bill management APP that integrates multiple bill management functions such as credit cards, Huabei, Baitiao, car loans, mortgages, etc. It realizes intelligent application of cardholder card information management and personal finance by intelligently parsing credit card electronic bills.

It includes a one-click email binding function. Users can use the credit card account management service without entering any information, check bill balances, consumption details, interest-free day calculations, various consumption reports, etc., and receive repayment reminders in a timely manner. The operation is simple and fast.

At the same time, 51 Credit Card Manager has also added diversified bill management and repayment services such as Huabei, Baitiao, car loans, and mortgages, allowing users to realize intelligent management of personal finances more efficiently.

Marketing Background:

According to the previous audience report, the audience of 51 Credit Card Manager is in first- and second-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, accounting for as high as 38.5%. The distribution of men and women is relatively balanced. The age of the audience is mainly distributed between 18 and 40 years old, and they have the user attributes of strong purchasing power.

Marketing objectives:

The target audience is further segmented based on the product dimension to reduce the conversion cost ( attracting new customers ).

Marketing strategy:

Early stage optimization:

In the early stage of launch, we mainly selected information flow ads and detail page ads as the main promotional resources. At the same time, through o cpc bidding, we helped advertisers find audiences with strong attributes in travel, home furnishings, life services, and cultural and entertainment.

Material optimization:

Write advertising creatives targeting loan applicants, highlighting keywords such as provident fund, credit limit, and installment to attract clicks from the audience. Write advertising creatives targeting credit card users, highlighting keywords such as credit card, gold card, and free to attract audience clicks.

Crowd analysis:

Brand core user group: For this group of people, upload your own population package through DMP, and expand highly accurate similar population through the lookalike function.

Invalid users for advertising : Create a population package for this type of users and exclude them during advertising.

High-income people: have purchasing power for products, upload their own population packages, map them with Toutiao users, and use high bidding strategies to lock in this type of high-quality users.

Loan population: upload your own population package, put out loan-related materials, improve conversion rate and reduce conversion cost.

1-card crowd: upload your own crowd package and place credit card related materials.

3-card population: upload your own population package, place credit card related materials, and use a high bidding strategy.

Activate unregistered groups: Block delivery to this group by excluding group packages, and wake up users by regularly pushing messages in the 51 Credit Card Manager app.

Marketing effect:

By combining Toutiao DMP's own package and expansion package, the conversion rate has been significantly improved, and the conversion cost has been reduced by 50%. By expanding similar groups of people, a massive audience can be accurately covered. The target audience is more accurate and the click-through rate is increased by more than 40%.

Case 2: Gome Finance

Industry: Finance

KPI: Online registration

Tips: oCPC

Results: New customer costs decreased by 56%, CTR increased by 50%, CPC decreased by 15%

Brand Story:

Gome Finance is a "finance + scenario + technology" model, which combines Gome Electrical Appliances' large number of offline stores and supply chain systems with Internet finance . It is a young financial management platform with a 30-year background in electrical appliances.

In 2016, Gome Finance began to comprehensively develop six major sectors, including consumer finance platform, supply chain finance platform, asset trading platform, payment platform, data cloud platform and traditional finance platform.

Marketing Background:

Internet finance is developing rapidly, and Gome Finance has strong endorsement, but the brand is relatively young. The Baidu Index reflects that its popularity is not high and its product advantages are not obvious.

Marketing objectives:

Complete the number of new customer registrations within a certain cost and ultimately lead to ROI.

Marketing strategy:

Optimize in stages, using different optimization methods for different delivery purposes

Registration stage: Account quality development and initial registered users accumulation

1) Material: In terms of form, conduct a large-size image comparison test on the same content; in terms of content, attract novice users to register in the form of cash red envelopes; in terms of optimization, test the hot items and control a single variable for fine-tuning

2) Targeting: Intelligent targeting: Control the "intelligent targeting value 2.5" single variable comparison test to effectively improve CTR and reduce CPC; OCPC: Show it to the people who are most likely to register and reduce registration costs.

3) Conversion rate: Toutiao website builds a lucky draw landing page to enhance user participation.

Investment stage: Creatively screen the crowd and acquire high-net-worth investment users

1) Materials: In terms of content, highlight credit endorsement, express creativity in the most popular way, and filter out users with low matching degree from the front end; in terms of optimization, use the multi-creative "optimal mode" to optimize creativity.

2) Targeting: Comparative test between Android and IOS. The cost of acquiring customers on IOS is high, but the conversion rate from clicks to new customers is higher than that on Android. ; APP behavior targeting, accurately finding users with financial management habits.

3) Conversion rate: The landing page for beginners provides users with direct guidance on investment; simplifies the investment process and reduces user churn .

Marketing effect:

Improve the probability through detailed comparative testing and polish the ideas that are closest to users. Obtain stable delivery results in an information flow full of uncertainty.

The final result was a 50% increase in CTR, a 15% decrease in CPC, and a 56% reduction in new customer costs.

Case 3: Yirendai

Industry: Financial Industry

KPI: Online registration

Tips: DMP

Results: Display volume increased by 3 times, conversion cost decreased by 200%, CTR increased by 150%

Brand Story:

Yirendai, a Chinese online financial services platform, was launched by CreditEase in 2012. Through the Internet, big data and other technological means, we provide credit loan consulting services to China's urban white-collar workers, and provide financial consulting services to investors through the "Yiren Financial Management" online platform.

Marketing Background:

There are rich types of financial applications that can fully meet users' diverse needs for deposit, withdrawal, lending, financial management, and accounting.

Over the past 16 years, total consumption in the financial industry has grown rapidly. Financial users are mainly male, those born in the 1980s are the backbone of mobile finance, and those from Guangdong, Jiangsu and other regions have the largest number of financial users. Users in different segments have different preferences for mobile phone brands.

Marketing objectives:

Increase consumption, reduce costs, and improve ROI

Marketing strategy:

Early stage strategy:

Mainly using information flow advertising, create landing pages through Toutiao website building, and determine user portraits such as basic attributes, product needs, interest preferences, financial attributes, etc.

Targeted optimization:

When a new account or new plan is launched, refer to the experience of peers and the attributes of the target customer population to determine about 4 directions and conduct test delivery.

Through the general casting, the degree of consistency between the target population and the population paying attention to the advertisement can be further verified. The more effective targeting commonly used in the financial industry is a combination of basic targeting + interests, keywords or DMP population packages. Through comparative analysis, it is found that the effect of DMP audience package targeting that is highly matched with the target population is better than other conventional targeting.

Material optimization:

Financial industry materials are suitable for a style with simple composition and direct expression. Cartoon materials have a low click-through rate in most cases.

The materials are situational and have a strong sense of immersion. Materials with character portraits usually have a higher click-through rate. The combination of materials and copywriting is also very important. The materials and copywriting need to complement each other in terms of expression, and avoid excessive repetition.

Bid adjustment:

The new ad bid is about 10-20% higher than the recommended bid, which increases competitiveness. Old ads are adjusted based on real-time data, with each price adjustment being 0.1, and are also adjusted based on the absolute value of the actual bid.

Low-competitive ads should be placed during off-peak hours, while high-competitive ads should be placed during peak hours. The price of high-quality but small-volume traffic can be appropriately increased.

If you need to significantly increase account consumption, increasing bids should not be the main adjustment strategy. Usually, price increases will lead to a corresponding increase in costs. It can be used as a phased adjustment strategy to improve advertising competitiveness and increase volume. During the delivery process, you can flexibly combine experience and the above strategies to make adjustments.

Marketing effect:

During this period, CTR increased significantly, with an increase of more than 150%, the display volume increased by 3 times, CPC decreased significantly, CPA decreased by more than 200% after page path optimization, and ROI investment return increased significantly.

Well, the above are the 3 ideas for information flow advertising in the financial industry that the editor shared with you today. They will definitely be helpful to you! Share the good stuff quickly~