Ideas for promoting bidding accounts on P2P online lending platforms (ask for advice)!

P2P online lending (also known as private lending) is part of Internet finance, and the P2P platform is the information intermediary and credit intermediary (guarantee company) of private lending, making profits by earning interest management fees and excess cash withdrawal fees. The P2P industry is quite popular now, with 1,500 platforms already in existence. There are new platforms coming online every day, it feels like a riot of demons!

Common keywords in the industry: P2P online lending, P2P financial management, investment and financial management, and high returns on financial management. I have talked too much about this above. Next, let’s talk about bidding promotion. This industry is heavily dependent on search engine traffic, so there are a lot of people bidding and the competition is fierce. Our company currently has accounts with 360 Dianjing Marketing and Sogou Promotion. Baidu uses black accounts and frameworks from other industries. I am mainly responsible for the promotion of 360 and Sogou. Let me briefly summarize the problems I encountered:

1. The platform has been online for four months, and the promotion account was set up by myself (customer service provided keywords, and some were selected from them). The plan is divided into the following categories according to promotion purpose: brand words, competitor words, and general words; the rest are divided into long-tail words, which mainly expand the word count.

2. The idea was not written by me. I was the second bidder. Competitive word ideas cannot be modified at any time, as they are easily rejected, especially new ideas with wildcards cannot be added. Optimizing creativity is not easy. Previous creativity has a historical accumulation and is of high quality. The quality of newly added creatives is relatively low and requires a bid to be displayed.

3. The price adjustment software I use, Kaiyan Jubao, doesn’t seem to be easy to use. Mainly adjust the rankings of competitor words and some long-tail words, set the ranking to 4-8, and the upper limit of bid is 5 yuan. There are many words that cannot be ranked, but some traffic words are ranked 1-2, which is a waste of money. I don't quite understand how to use the pricing software.

4. Clicking to register is really a scam. The conversion rate is only about 1.5%, and there are still people who have not activated their mobile phones and have not done real-name authentication. There are many factors to analyze in this step. The words with high daily consumption are competitor words and common words (which have been reduced in price), as well as financial management words.

5. The company website is not very impressive, the pages are not convincing, and the homepage has little content. Although new activities are constantly being announced, they are only displayed in a carousel on the banner and in the activity area in the upper right corner. The website is planning to be redone by hiring a PHP engineer, but that will take until after the Chinese New Year.

6. Personal opinion: At the beginning, competitor words can bring registrations, but now it is not stable, and high bids are easily rejected. It is not easy to monitor long-tail keywords. There are not many members registering on the website every day, and there is still data missing in CNZZ.

Now I feel a bit confused at work. Both the keyword report and the search term report are looked at, mainly to see whether the high-consumption words of the previous day have been registered. If not, the price will be reduced, even if the cost is high. The search term reports were all exact matches at first, but now they mostly use phrase matches, that is, exact matches.