Example Analysis | How to do marketing promotion?

After reading more than 30 marketing proposals made by agencies to advertisers, I suddenly realized that at least 90% of the time was wasted.

In other words, when facing some senior advertisers who have at least 3 years of marketing experience, you should prepare at least 2 PPTs. One is a packaging PPT at the company level, which includes very detailed content such as company background, product introduction, media resources, technical team, success cases, etc. At the same time, there must be a very clear directory to facilitate the heads of various departments of the advertiser to see the content they want to see. And the other one I call a “stepping stone”.

In this PPT, all you need to highlight is what you can do for advertisers and what the results are. Because this plan only targets the other party's marketing. You have an average of 500 million exposures per day, 100,000 unique media resources, hundreds of millions of crowd tags, and so on. It can be said that 9 out of 10 companies participating in the competition package themselves in this way, which is meaningless.

In fact, you only need a few sentences to give a rough summary. The most important thing that can impress advertisers is: what I can promise you is the CPC during the test period, the CPM, and even the CPA, CPS, ROI, etc. (It should be pointed out here that customer relations are also important, but marketing results are the top priority. Imagine that you and another company are competing for advertisers. If the results you promise are in line with the advertiser's expectations, or the marketing results are much better than those proposed by your competitors, from a business perspective, the advertiser will at least allocate a budget to you).

Therefore, how to truly improve marketing effectiveness, reduce customer acquisition costs, and increase ROI is what marketers should pay most attention to. All unique technologies, marketing methods, market analysis, media resources, etc. are just a kind of packaging. Next, I will use actual cases to explain how we helped a small loan advertiser effectively increase its cost of tens of thousands of yuan and reduce its customer acquisition costs.

Macro environment: If you are an advertiser serving the financial, micro-loan, and financial management industries, you should be well aware that the entire industry has been gradually heading towards a downturn since 2018. Not only because the supervision, payment listing and other related qualification controls have become more stringent, but also because various illegal companies in the market have run away, users are wary of emerging companies. How to use advertising materials + landing pages to inform users of the company's compliance, and quickly and accurately find the target population in need of micro-loan products, promote registration, and generate conversions, is the most important key to serving this customer well!

Promotion purpose: There is a very necessary task here, KPI analysis. You need to understand what the advertiser’s purpose is.

Sometimes when we ask clients about their assessment goals, they will say: "We want to get 10,000 registered users with a CPA of 10 yuan." Then it's very simple, the KPI of this sentence is a CPA of 10 yuan, right? wrong! Totally wrong! Don't think things are simple. On the surface, the answer is 100 points, but in fact it is only 70 points, or sometimes even only 50 points, which is a failing score.

Why should customers register as users? What does the client want these users to do on the app? These are the key points for you to serve this customer well. Otherwise, to be honest, if you only need a mobile phone number to register, and the CPA is 10 yuan, if you find a channel to do it, it may only cost 6 yuan or even lower. But in that case, you may lose the customer and affect the company's reputation, etc.

Back to the small loan advertiser, in the early communication with him, we learned that the client’s main purpose is the following three points:

1. New users: The cost of acquiring a new user is 25 yuan each

2. New user conversion rate 10%: 10 out of 100 new users successfully lend money

3. The cost of old users is 0.8% per 10,000 yuan: the loan amount for old users reaches 1,250,000 yuan after investing 10,000 yuan

After figuring out what the customers really want, we decided to split their budgets into two parts: old customers (old customers refer to users who have successfully registered but have not applied for a loan within 30 days) and new customers.

Old customer promotion optimization process

We commonly call it visitor re-engagement! Because old users have more or less understood the platform and have a clear intention to take out loans, we will bid a higher price for this group of people, hoping to recall them and generate conversions.

Based on past experience, the key to visitor retargeting is to expose ads at the “right time” so that users can see and click on them, which can lead to conversions. Therefore, we not only launched information flow channels, but also tried DSP channels and SMS channels as promotional means. The 3-day test data is as follows:

Since it was an ad campaign for old customers, our initial bids were more than 1.5 times higher than normal campaigns. However, the consumption obtained in each channel was still limited, and except for App Store and SMS channels, the effects of other channels could not achieve satisfactory results for customers. Taking into account the relatively small budget given by advertisers, we decided to suspend DSP, Baidu Information Flow, Toutiao, and UC channels, and move the budget to App Store and SMS campaigns. Since the promotion of SMS channels has industry restrictions such as frequency per day, most of our efforts were concentrated on App Store. The activity of old users in the subsequent 7-day test period is as follows:

There are not many adjustments in the direction. It is still better to offer a higher price to get more exposure and attract old users to reopen the APP. From the perspective of a cost of 10,000 yuan, it basically meets the needs of customers. And this type of data also has the problem of a demurrage rate (it means that the actual loan initiation by loan users may be delayed within 15 days, and there is also a 1-3 day delay from successful application to withdrawal). If the customer is really worried about not reaching the 2% figure, you can easily achieve this goal by simply reducing the budget a little later.

Here are some more useful materials in the promotion process:

• Benefits for old users, apply via mobile phone, flexible credit limit and low interest, loan approval as fast as 24 hours!
• I regretted taking out a loan from the bank too early. The loan here can be credited to my account in as little as 30 minutes.
• You don’t need to ask anyone for help to borrow money, and now you can get interest-free coupons, don’t miss it!

New customer promotion optimization process

The gameplay of attracting new users to an APP is completely different from that of retrieving visitors. First of all, we need to understand the conversion path of the advertiser, which is what we usually call the user conversion funnel.

From the graph, we can see that the focus of our optimization is not just the number of registrations (cost), but also the corresponding activation rate, application rate, credit rate, and loan rate.

Let’s first look at the initial test results of each channel:

Because they are new customers, we must use the company’s own DMP population tags, targeted financial population, high-spending population, tourist population and other labels. The scale is still very large, so the initial budget we set for each channel is 1,000 yuan. However, it is not difficult to see from the table that App Store and SMS cannot achieve the expected consumption even if the registration cost is controlled. If we double the bid, the cost will also double, so we lock in the most stable and most suitable price. As for the DSP channel, we will simply give up because the registration cost is too high. The remaining Baidu information flow and Toutiao are close to the customer's expected effects, so we will continue to optimize them. The main optimization directions are as follows:

1. Geographic targeting: user regional activity

2. Crowd tag targeting: basic attributes, consumption behavior, asset status, etc.

3. Delivery time

4. Promotional Materials

After a week of adjustment, the customer acquisition cost was finally reduced to between 24 and 28 yuan, and the new user conversion rate reached 9%-10%. Meets the user's expected goals. The average daily total consumption of new and old customers is around 20,000 yuan, and we also maintain a good relationship with customers.

PS: There is a small episode in the middle. Sometimes, after some information flow channels are consumed to a certain extent, the cost of increasing the budget will double. No matter what method is used, the cost cannot be reduced. When encountering this situation, it is recommended to open a new account for the advertiser and allocate the budget to different accounts for promotion.

Summarize

When accepting advertising campaigns from advertisers, it is important to understand the other party's true intentions and deeply analyze the necessity of each step in order to maintain good customers and long-term cooperative relationships. Otherwise, there is a high chance that this will become a “one-time customer”. This will not only waste your time in account opening and user market research, but also cause losses to the company's interests. In fact, if you can maintain 4-5 customers and the average daily consumption reaches about 100,000, you can basically complete the company's KPI for you:)

Source: Xu Ji