“Is there any CPS channel that doesn’t fake traffic? If you find one, please contact me immediately.” Friends who are engaged in Internet financial promotion should often see such words. But this sentence itself contains a big false proposition. If you have a certain understanding of the Internet marketing ecology and logic, you will find that CPS has many pitfalls. In fact, not only CPS, CPC, CPM, and CPT, there are many pitfalls. Today, I will tell you some truths, which may help you avoid some pitfalls.What channels are there to cooperate with Internet finance on CPS? First of all, existence is reasonable, and CPS has certain value. For example, if a company wants to complete its funding task for this month, or to raise funds, or if a company with assets wants to connect with some institutions with funds, it is reasonable to do CPS at this time.There are three situations when cooperating with P2P companies on CPS. Those with traffic; those with free users; those with funds. There are traffic and standard resources, which mainly refer to mainstream advertising platforms, such as Toutiao, Baidu, Guangdiantong , and various application markets . Most of them charge according to clicks or downloads, and there are also those that charge according to CPM and CPT, but there is no guarantee of results. Most of the traffic and P2P cooperation are non-standard resources, mainly non-mainstream advertising platforms, including some long-tail traffic and various apps that have not developed precise advertising systems, including the following: 1. Small and medium-sized advertising platforms Various small and medium-sized DSPs, lock screen software, WIFI tools 2. Ad-free system Various small and medium-sized APPs, such as weather tools, funny communities 3. Most of the non-KOL accounts in self-media are marketing companies that imitate early webmasters and maintain a batch of accounts. 4. Long tail traffic: various webmasters and group owners For most Internet financial promoters, when doing CPS, they all hope to cooperate with channels with traffic. The logic is very simple. Channels with traffic bring real investment users through natural display, clicks, and registrations. But mainstream advertising platforms will not cooperate with your CPS. In addition to the fact that mainstream advertising platforms have strong monetization capabilities and no shortage of users, it is more because choosing CPS cooperation is not cost-effective for mainstream advertising platforms. Because when an Internet financial company acquires an average of more than 500 investment users, if the ROI is settled at a ratio of 20, the mainstream advertising platform can earn 500 yuan for each user who invests 10,000 yuan. However, the total value of the actual traffic invested will basically exceed 500 yuan. Even a fool would not do this. What about non-mainstream advertising platforms? There is no doubt that non-mainstream advertising platforms can only choose CPS cooperation due to their lack of continuous monetization capabilities. Different products have different CPS standards. For example, Lufax has a high conversion rate and AR PU value, and its CPS standard for external cooperation is very strict. As far as I know, for some P2Ps with state-owned assets and banking backgrounds, for an investment of 10,000 yuan, the channel commission is between 50 and 150, and the investment period is mostly more than three months. For some private P2Ps or those without background, for an investment of 10,000 yuan, the channel commission is more than 300 yuan, and some are more than 500 yuan, and the investment period is also relatively short. But no matter which CPS standard is used, Internet financial companies refer to the data of their normal traffic channels when formulating cooperation rules. If they can achieve ROI by purchasing traffic, there is no need to cooperate with third-party CPS. Then the conclusion is obvious. If normal traffic channels cannot complete the data, how can non-mainstream traffic channels complete it? It has neither the precise delivery technology of mainstream channels nor high-quality users and advertising display environment. How can it complete the CPS assessment? Let me take another very typical CPS example, Taobao Affiliate. The mainstream army of Taobao customers are webmasters, not individuals. For Taobao shop owners, they hope to make money without losing money, and cooperating according to CPS can minimize the risk. If you sell a piece of clothing, I will make 100 and give you 50. But for webmasters, I cannot bear your risk. Maybe your store display is not good, or maybe you don’t have enough comments and orders, which will lead to very low conversions and reduce the webmaster’s income. Therefore, webmasters will cooperate with some groups that have wool-raising. In addition to the normal traffic display, there will be a certain proportion of fake orders to ensure maximum profits.For example, when some big self-media accounts do CPS cooperation, in addition to normal traffic display, they find some wool users or funding channels to brush data. This is almost 100% the case, because under normal traffic display, the CPS assessment formulated by Internet financial companies is almost impossible to complete. So what are the channels for wool users? For example, some financial management rebate websites, wool-pulling websites, vertical P2P portals, navigation, communities, online earning, financial points websites, investment sharing rebates, etc. The essence of these channels is to inflate the volume and wool-pulling, but there are some differences from pure volume inflation and fraud. Some users here are not only interested in rebates. For example, if they invest 10,000 yuan, in addition to getting the platform's income, they can also get an extra 200 yuan rebate from the rebate website. However, some of these users have financial management needs themselves. If the platform can keep them in the later stage, it will have certain value. There are two types of funding channels, one is personal and the other is institutional. The former is typically the owner of a group that makes money, with hundreds of people following him. There is no doubt that the users brought by this channel will withdraw their money and leave immediately when the term expires. The latter is an institution with large amounts of funding, and if they can achieve long-term cooperation based on trust, they will be a good CPS channel. To sum up, almost all CPS cooperation is accompanied by a certain degree of inflating and fraud. There is no so-called CPS cooperation without inflating and fraud. Some people may say that it is because the current cost of Internet finance is too high. It costs thousands of yuan to acquire an investment user, so the CPS channel can only be fake. is that so?Even in the early days of the traffic dividend, assuming that the cost of acquiring an investment user through natural traffic is 200 yuan, would CPS cooperation not be fraudulent? Falsification will still occur because when Internet financial companies formulate CPS cooperation assessments, they refer to the normal traffic delivery effects. For example, the cost of acquiring a user through Lufax’s normal traffic is 100 yuan, and the user’s investment amount is 50,000 yuan. The rule for channel cooperation is that for every user with an investment amount of 50,000 yuan, the commission given to the channel is less than 100 yuan. During the same period, the cost for a private P2P company to acquire a user was 500 yuan, and the user's investment amount was 10,000 yuan. Its rule for channel cooperation was that for every user who brought in an investment amount of 10,000 yuan, the commission given to the channel was less than 500 yuan.The fundamental reason for CPS fraud is that the channel only introduced traffic, while the CPS formulation rules require the channel to deliver better results than normal traffic . If the channel can complete the final assessment simply by relying on traffic display, advertising optimization, etc., then why don’t Internet financial companies purchase traffic themselves? This is an eternal false proposition. What Party A cannot do must be completed by Party B who buys traffic. After all, it is not content creation, PR, or activities. Therefore, CPS must be inflated and falsified. This is true in most of the time, but there are exceptions. The exception is cash back for user invitations, the logic of which is equivalent to buying the user's trust at a low price. For users, it is not commercialized. If they can earn profits just by sharing it with their friends to invest, why not? The users brought in are more based on invitations and trust from friends, so there is a high possibility that they will stay on the platform and continue to invest.CPS is a businessBut unfortunately, in the world of CPS, individuals will never be mainstream players. Even for the awesome Jiedaibao , its main users are mostly channel dealers, local promoters , webmasters, and WeChat merchants, rather than what many people think: "Jiedaibao gives benefits to users to encourage users to invite each other as friends." CPS is a business. The success of Jiedaibao lies in creating a business atmosphere that makes channel dealers, sales teams, WeChat merchants, webmasters, and fraudulent companies believe that this is a big business and that they can make money. Personally, no matter how much I share, it’s just for fun and to earn enough money for a few movie tickets.From another perspective, CPS cooperation means that Party A transfers the risk of acquiring users through traffic to a third party, and the third party is unlikely to accept this risk. Unless it is an individual who has no commercial monetization capabilities, such as user invitations for cash withdrawals, or a self-media in a third- or fourth-tier city, it is obvious that this is a long process. If the company has the patience, it must do marketing based on content, users, and brands. The choice of CPS is also because of the pressure of short-term assessment. Back to what I said at the beginning, CPS is not entirely wrong. If you are cooperating with an institution, if it is to motivate users to invite rebates, if it is to achieve short-term goals or financing goals, CPS is worth doing. It can even be said that in the early days of a company, in order to get the business going and to have some reputation, it is understandable to offer high-priced CPS cooperation so that all kinds of channel dealers will find it profitable. It's just like when a restaurant first opens, it offers free meals and free gifts, which are basic business practices. But if you are hoping to find a CPS channel that does not inflate or falsify traffic, you will probably be surprised by the outcome when hundreds of billions of financial management funds expire across the country next year. It turns out that the users brought by these CPS channels leave at any time. Summary of the full text:1. There are only three situations for CPS cooperation with P2P companies. Those with traffic; those with free users; those with funds.2. When formulating cooperation rules, Internet financial companies refer to the data of their normal traffic channels. If they can achieve ROI by purchasing traffic, there is no need to cooperate with third-party CPS.3. For some big self-media accounts that do CPS cooperation, in addition to normal traffic display, they find some wool users or funding channels to brush data. This is almost 100% the case, because under normal traffic display, the CPS assessment formulated by Internet financial companies is almost impossible to complete.4. Almost all CPS cooperation is accompanied by a certain degree of inflating and fraud. There is no so-called CPS cooperation without inflating and fraud.5. Even in the early days of traffic dividends, assuming that the cost of acquiring an investment user through natural traffic is 200 yuan, then wouldn’t CPS cooperation be fraudulent? Still cheating.6. The fundamental reason for CPS fraud is that the channel only brings in traffic, while the CPS formulation rules require the channel to deliver better results than normal traffic.7. From another perspective, CPS cooperation means that Party A transfers the risk of acquiring traffic users to a third party, and the third party is unlikely to accept this risk. I chose to do CPS because of the short, flat and fast assessment pressure.
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