Tencent advertising placement tips for the securities industry!

After the outbreak of the epidemic in 2020, the stock market became more lively due to the impact of the epidemic. Many people became idle, without income from work, and did not want to sit and wait for death, so they all flocked to the stock market. The overall market index rose, and the stock market dividends also led to a continuous increase in the number of investors.

This also brings more customers to securities firms. So in such an environment, how can we efficiently find target customers and bring them under our own control?

First of all, we need to understand the characteristics of these stock investors and what their portraits are like, and then we can prescribe the right medicine.

Basic Attributes

The growth of investors aged 18-24 and above 50 (from offline to online) is more obvious; the proportion of women among new investors is higher; the educational level of new investors is relatively low, especially high school and below; new investors are more down-to-earth during the epidemic; the coverage rate of investors in areas surrounding Hubei has increased significantly; Tencent Advertising identified more than 26 million new investors in 2020.

Occupation & consumption attributes

Among new stock investors, blue-collar workers account for a higher proportion, and are concentrated in occupations such as educators, transportation and logistics, advertising, customer service, skilled workers and general workers; among new stock investors, low consumption levels account for a higher proportion; the asset status of new stock investors is not as good as that of old stock investors; and their ability to pay for games is weaker.

Financial vertical attribute requirements

The proportion of new investors in higher-risk securities businesses such as trust, foreign exchange, and futures is far lower than that of old investors, and they are generally just getting started in the stock market; new investors are more concerned about elderly insurance and education savings insurance; the proportion of various loan demands among new investors is lower than that of old investors.

Network behavior attributes

In terms of advertising catalyst habits, new investors are more likely to see Tencent advertisements on WeChat (they are loyal to WeChat); new investors use music and education apps more frequently; new investors are more likely to play King of Glory and PlayerUnknown's Battlegrounds (mostly free players); new investors spend more time on PC than existing investors and their PCs are older, especially those that are more than 3 years old (introducing PC traffic).

After understanding audience targeting and finding target users, you need to use multi-link gameplay to achieve conversion. So what link gameplay does Tencent Advertising have that can help advertisers achieve efficient conversion?

Gameplay 1:

Investment consultant: add users’ personal WeChat to guide them to purchase high-priced investment consultant services/courses. The promotion is mainly targeted at stock investors who have opened accounts. The cost of adding WeChat is usually assessed, and the reference range for the market is 200-250. Stock software: divert traffic to free or discounted apps, and guide users to purchase high-priced versions of apps. The promotion is mainly targeted at stock investors who have opened accounts. The cost of paying is usually assessed at 1 yuan, and the reference range for the market is 130-150.

Gameplay 2:

Business model – Brokerage: focuses on securities account opening and trading, while also providing financial services (such as investment advisory courses), and promotion is mainly targeted at people who do not have an account; usually the account opening cost and form collection cost are assessed, and the reference range of the market is 200-300/account opening and 50-80/form.

Expand the front-end customer acquisition funnel: expand the traffic scale, focus on the industry's high-quality traffic, invest in all placements, select placements, improve targeted coverage, cover the core group of stock investors, optimize stock investor behavior interest intention labels, automatically expand the industry, and start with one click.

Reduce customer acquisition costs: increase CTR, help quickly increase volume, dynamic creativity, product advertising, GDT&MP popular material library, increase CVR, achieve efficient conversion, focus on WeChat ecology, customize fan-adding links, assist models, and product advertising.

Improvement of back-end capacity/compliance: unblocking of personal/corporate WeChat accounts of compliance salespersons, full launch of peer & black market blocking strategies on WeChat engine, regular peer package blocking by GDT to improve customer acquisition efficiency, and WeChat intelligent AI customer service tools to improve conversion rates.

Excellent materials can increase the click-through rate of advertisements, and the effect can be increased. Here are some excellent materials for you to share.

The following are excellent materials shared in the securities industry

Accurate target population data orientation capability

Behavioral Interests-Keywords:

Basic attribute selection: age, region, gender, residential area price, occupation, education status, consumption tendency...

Securities industry behavior interest words: securities behavior, securities interest (search, browse, software use, etc.), with different intensities within X days to 1 year.

Keywords in the securities industry: such as new stock subscription, new stock subscription strategy, new stock subscription and winning, new stock subscription information, dark horse stocks, potential dark horse stocks, short-term dark horse stocks, dark horse stocks short-term, dark horse stock recommendations, bull stock groups, short-term bull stocks, daily limit bull stocks

Positive and negative people:

Positive groups: mature stock investors, novice stock investors, potential customers who have not opened an account

Negative groups : black market groups and peer groups; —— WeChat has completed engine filtering

Targeted product capabilities:

System optimization: Broad targeting (only necessary basic targeting or exclusion) + System optimization

Automatic expansion: narrow targeting of core groups + automatic expansion

LBS positioning: Select a map location, LBS positioning permanent and passing people

Excellent advertising cases are shared as follows

That’s all for today’s content.

Author: Silk Road Academy

Source: Silk Road Academy