Xiaomi search ads financial industry keyword optimization tips!

I add words to my account every day, why isn’t the volume increasing? My keyword bid is so high, but why can’t I get any volume? The words that bring volume are all product-related, so why is the backend conversion poor?

Search ads have captured the hearts of many advertisers, especially the main volume-generating resources for financial products, thanks to their large exposure and precise user reach. This article brings you Xiaomi search advertising financial industry keyword optimization secrets , for reference by the big money bosses~

We will take you through three parts: search data trends in the financial industry, keyword suggestion strategies for each secondary industry, and keyword optimization solutions for the financial industry!

1. Search data trends

【Traffic Trend】

The trend of user search advertising traffic in the financial industry throughout the year is that user demand is the largest in Q2 and Q3, which is the financial industry's annual volume bonus period, with a growth rate 10% higher than the overall market. It is necessary to focus on gaining volume in this period in combination with promotion needs. The weekly trend shows that traffic peaks from Monday to Wednesday, which is the opposite trend of the competition for overall traffic. It is recommended to increase the budget to gain traffic.

[Resource ratio]

Search advertising consumption accounts for more than 60% of the overall resource consumption and is a key resource for optimization. Therefore, improving the optimization capabilities of search keywords is an important means to ensure the financial industry’s volume. Search ads are mainly displayed on search results pages and search sug pages, with the share of ads being 10% higher than the overall market level. Users’ search intentions are precise and the conversion rate of ads is high.

The characteristics of user groups in the secondary financial market are differentiated, and a single financial product and service on the market is unlikely to meet the needs of all users. Financial products urgently need to be refined to meet the diverse needs of customers. The mainstream products in the financial market are divided into six categories: loan platform, stock funds, investment and financial management, precious metals, banking and insurance, and comprehensive platform . Among them, the three major financial products of credit services, P2P industry, and financial service platform have developed maturely. Look down for the wording strategy (tao) (lu) for each category!

2. Prompt strategies for each secondary industry

The 80/20 rule for keywords states that 80% of the keyword consumption in an account is concentrated on 20% of the keywords, and the optimization of search ads focuses on these 20% of keywords. This is especially suitable for the financial industry, which mainly invests in search resources. Mastering the TOP 20% keyword usage strategy can solve 80% of account problems .

The consumption of the TOP20 keywords in each secondary financial industry accounts for a high proportion, among which stock funds and precious metals account for more than 85%.

Guide to using TOP20 keywords: Customer needs at different stages have different customer assessment target values, so the methods and approaches for using keywords are different; general customer needs are divided into three stages, the volume expansion period, the stabilization period, and the current control period; Volume expansion period: Keywords should be large and comprehensive, with a large part of speech and a full range of categories, and good word segmentation and classification bidding, with a focus on seizing high-conversion and high-priced keywords; Stabilization period: The number of stable keywords is adjusted slightly, the conversion rate is sought to be stable rather than high, and the focus is on optimizing medium-conversion and medium-priced keywords; Current control period: Keyword unit price is paramount, and low-priced and medium-high conversion keywords are optimized.

【Loan Platform】

As the pace of life quickens, advance consumption becomes a fashion, and a variety of loan products and lending institutions emerge. As users' awareness of the product deepens, high-potency keyword consumption is concentrated on competitive keywords, accounting for more than 85% of the consumption, and download volume accounts for 40%-60%+. The conversion rate is proportional to the unit price. Customers who want to increase sales can focus on high-potency competitive keywords.

▲Unit price: High bid 10-15 yuan, medium bid 6-10 yuan, low bid 2-6 yuan

▲Conversion rate: high activation rate > 60%, medium activation rate 45%-60%, low: activation rate < 45%

【Stock Fund】

The product structure is diversified, and the scale and consumption proportion of stock fund products of different types, grades, regions and application fields are different. Users' awareness of the brand is relatively low, and hot words are concentrated on industry words. The activation rate of stocks, securities and funds is as high as over 70%. The cost of competitor abbreviations is 60% lower than the industry average (2-6 yuan), and the activation rate is 50%.

▲Unit price: High bid 15-25 yuan, medium bid 6-15 yuan, low bid: 2-6 yuan

▲Conversion rate: high activation rate > 70%, medium activation rate 45%-70%, low: activation rate < 45%

【Financial Investment】

With the release of new asset management regulations last year, net value has become the general direction of wealth management transformation, and we are currently actively deploying three types of products: closed-end, fixed-open, and currency-like products. The names of investment and financial products are highly specialized, and the search terms are broad and complex. The following are the top 20 terms in terms of download volume for reference. Hot search words are concentrated on user demand words. Accounting, account book, making money, personal income tax, etc. are all high-demand words in daily life.

▲Unit price: High bid 10-25 yuan, medium bid 5-10 yuan, low bid 2-5 yuan

▲Conversion rate: high activation rate > 80%, medium activation rate 50%-80%, low: activation rate < 50%

【Precious Metals】

The market's increasingly risk-averse sentiment, coupled with sluggish economic growth, cautious speculators and homogeneous demand have led to a small number of industry keywords. The concentrated addition of such words has led to intensified competition and the phenomenon of high conversion rates during high bidding. It is recommended to diversify keywords and focus on new product words in the industry.

▲Unit price: High bid 25-50 yuan, medium bid 15-25 yuan, low bid <15 yuan

▲Conversion rate: high activation rate > 55%, medium activation rate 35%-55%, low activation rate < 35%

【Bank Insurance】

The keywords for banking products are precise and single, and they are highly matched with user needs. Insurance needs are complex, and users need differentiated insurance designs. It is recommended that keywords cover a wide range of areas with high directivity.

▲Unit price: High bid <6 yuan, medium bid 3-6 yuan, low bid <3 yuan

▲Conversion rate: high activation rate > 75%, medium activation rate 50%-75%, low activation rate < 50%

【Financial instruments】

Financial instruments are comprehensive financial products. Industry terms such as banking, insurance, securities, trust, and finance are high-conversion and high-activity words that enrich the keywords in the account at a low price.

After having a certain understanding of the bidding and conversion analysis of keywords in the financial secondary industry, are the optimizers eager to log in to their accounts and check their seats? Don’t worry, there are more exciting guidance on keyword optimization ideas for the financial industry below~

3. Keyword optimization guidance for the financial industry

[Word segmentation and classification bidding strategy]

Traffic and bids are in a dynamic state of fluctuation every day. The customer competition corresponding to each keyword is different, and the number of competitive customers in each industry and keyword also varies greatly. Targeted word segmentation bidding is an important means of gaining volume.

【Avoid concentrated consumption】

The consumption is focused on a single word, and the bidding stability is relatively poor. The budget can be averaged to increase the vocabulary and reduce the risk. At the same time, expanding product words, industry words and competitor words to increase and consume top word-related words is the basis for gaining word volume.

【Multi-dimensional expansion of keywords】

Based on product awareness and guided by delivery data and media materials, we continuously explore and optimize keywords through four major means: product analysis, competitor analysis, resource analysis, and media tools, ultimately achieving resonance between quantity and effect.

Author: Xiaomi Performance Marketing Service Platform

Source: Xiaomi Performance Marketing Service Platform