Case analysis: Tencent advertising secrets!

Currently, the insurance industry’s advertising campaigns on Tencent’s advertising platform have fully covered the four major advertising traffic types : WeChat advertising , Tencent information flow and QQ advertising , Tencent News/Tencent Video advertising, and Youlianghui. The stock patterns, structural tones and population characteristics of different flows all have their own differentiated characteristics. Advertisers in the insurance industry need to comprehensively grasp the characteristics of different types of traffic, combine them with marketing goals, and conduct "locally tailored" traffic operations in order to fully mobilize the customer acquisition potential of various types of traffic.

So, what are the characteristics and rules of the four types of traffic from Tencent Advertising? What considerations and optimization techniques should optimizers pay attention to when delivering different types of traffic? The following traffic secrets will be explained to you one by one.

1. WeChat Advertising

Focus on traffic characteristics and differentiate delivery to meet different needs

WeChat advertising can be divided into two major types of traffic: Moments advertising and non-Moments advertising (official account/mini program advertising). The delivery techniques and material requirements for the two types of traffic are quite different, requiring optimizers to adopt different delivery strategies.

1. Audience Analysis

In terms of audience age, the insurance audience in WeChat advertising traffic is mainly concentrated between 30 and 49 years old. Affected by the increase in premiums for elderly people, the willingness of users over 40 years old for free insurance is rapidly overtaking that for paid insurance, and this needs to be paid attention to when launching paid insurance.

From a regional perspective, audiences in first- to third-tier cities are more willing to pay for insurance , while audiences in lower-tier cities prefer free insurance .

In terms of audience interests, the four major insurance audiences have basically the same interests. They love sports and food and are typical health-conscious people.

In terms of educational background, each traffic group basically shows a positive correlation trend between willingness to pay and educational background.

2. Traffic characteristics and delivery techniques

The characteristic of WeChat advertising is that it has a rich conversion link, which can adapt to the conversion links commonly used in various insurance industries. Moments ads, the bottom of official accounts, and mini-program banners are all popular positions in the insurance industry. Optimizers can conduct sufficient testing based on marketing goals.

The bidding challenge for Moments ads is that traffic is squeezed by contract ads, and contracts lock in volume frequently and in large quantities. Optimizers need to pay attention to daily contract information. It is recommended to choose to increase investment after the contract is released in the afternoon, or explore public account/mini program advertising - these two types of non-circle of friends traffic have fewer contracts and are suitable for daily long-term investment.

3. Material optimization techniques

When using the outer layer of a Moments ad, you need to pay attention to the 30-second video length limit. Since the advertising area is small, the subtitles in the video need to be enlarged or highlighted . In terms of copywriting, avoid being too "hard-selling" and causing resistance from the audience. Instead, you should combine the video content to find eye-catching points to arouse the audience's interest, or intuitively display the points of interest to guide the audience to click.

For native promotion pages, long paragraphs of professional statements should be avoided. If you have good copy, you can use a simplified native page that highlights the copy. In addition, Moments ads now support internal and external decoupling, and can display materials that are different from the outer layer on the native page, breaking through the limitations of ad length and specifications and styles.

For non-circle of friends traffic, if the product being delivered is a universal insurance product such as medical insurance, multi-form delivery should be adopted; if it is a special insurance product such as auto insurance, it is necessary to screen the media type of the official account for delivery.

When offering free insurance, it is necessary to avoid using a large amount of "red envelope" materials , and to focus more on reflecting the content of the insurance product itself, the coverage of responsibilities and the claims advantages . In addition, since non-circle of friends traffic covers a wider audience, various types of materials should be prepared. It is especially recommended to combine video materials with graphic materials to cover more resource positions.

2. Tencent information flow and QQ advertising

"Targeting" young and middle-aged audiences, selecting materials to suit their tastes

For this part of traffic, advertisers need to avoid falling into the misunderstanding that "most of the QQ traffic comes from the new generation." In fact, Tencent’s information flow and QQ advertising include three major scenarios: information flow, social networking and music entertainment, covering a large number of middle-aged and young insurance backbone groups.

1. Audience Analysis

Young and middle-aged users account for a high proportion. Compared with other traffic, young and middle-aged people have a higher willingness to pay for insurance among the audiences of Tencent information flow and QQ advertising. Other aspects are roughly the same as the other three types of traffic.

2. Traffic characteristics and delivery techniques

This part of traffic can be divided into two categories: "information flow" and "non-information flow", and advertisers are advised to place them independently. Information flow scenes are more targeted at young and middle-aged audiences in the workplace, and it is recommended to use rational information-type materials ; non-information flow scenes are mainly for entertainment and social interaction, and are more suitable for entertainment-oriented materials such as sitcoms .

The specifications that the insurance industry can focus on include vertical video, horizontal large picture/video, horizontal small picture and horizontal three small pictures. Large-format materials such as large images and videos require attention to details and freshness. Advertisers are advised to use more dynamic creatives (DC) to improve the effect. Small pictures focus more on copywriting innovation and can use wildcards to enhance the audience's sense of involvement.

3. Material optimization techniques

Considering that this type of traffic covers a large number of young and middle-aged audiences, the visual elements of the material should be based on the characteristics of the insurance type and the audience, and choose characters or scenes that match them. The content of the copy should explore entry points that are easy to resonate between brands, products, and consumers. For example, well-known insurance institutions can highlight their brands , and Internet insurance can highlight information about low thresholds .

In addition, keyword copy can be provided below the native content to further arouse the audience's action, suggesting the value that the audience can get after clicking the ad to increase clicks.

3. Tencent News/Tencent Video Advertising

Make good use of the peak time period to create original materials

It should be noted here that Tencent News traffic not only includes the News App, but also the Tencent Sports App, Tencent.com, and news plug-ins in WeChat and QQ.

1. Audience Analysis

Among the insurance audiences of Tencent News/Tencent Video ads, the young group aged 18-24 accounts for a relatively small proportion. The concentration of audiences interested in " health preservation " is high and their intention to purchase paid insurance is strong, which can be used as a reference for the delivery of materials.

2. Traffic characteristics and delivery techniques

The popular formats of Tencent News/Tencent Video ads include large horizontal images, horizontal videos, three small horizontal images, and large vertical images. The horizontal videos can also be reused in Tencent Video’s patch ads.

When using Tencent News and Tencent Video traffic, you need to pay attention to the impact of contract advertising. Tencent News contracts are usually released during the lunch rush hour, while Tencent Video contracts are released quickly during holidays.

When placing ads, advertisers need to pay attention to the time period effects of the two types of traffic. Due to the time-period push mechanism, Tencent News traffic will experience two traffic peaks at around 8 am and 4 pm every day. At this time, advertisers need to keep high CVR ads online. Tencent Video's traffic inventory will gradually increase from the afternoon, with peaks usually occurring at night and on holidays , so you can seize the opportunity to increase your investment.

3. Material optimization techniques

When placing Tencent News ads, you can inject news characteristics into the copy and enhance the native scene attributes of the material.

When placing Tencent Video ads , it is recommended to choose leisure and science-related themes that are relevant to the scene to lower the audience's acceptance threshold.

4

U-Link Advertising

Traffic environments vary greatly, so make good use of traffic screening tools

The alliance attributes of Youlianghui Advertising give it the characteristics of large resource inventory and complex traffic environment. Compared with selecting standard positions, when delivering high-quality traffic, advertisers should pay more attention to how to filter out more efficient traffic.

1. Audience Analysis

Compared with other traffic, Youlianghui's insurance audience tends to be older and lower-income people, and its penetration rate among people with an associate degree or below is also relatively higher.

2. Traffic characteristics and delivery techniques

The traffic of Youlianghui is very diverse, and advertisers need to better adapt the traffic and delivery targets. Among them, industries such as mobile games, life tools, mobile communities, and mobile music have sufficient inventory in Youlianghui, and the insurance industry has relatively low costs. Advertisers are advised to make good use of traffic screening tools, sort by consumption according to the detailed data of the ad space dimensions, and screen for traffic packages with high CVR, or screen for traffic packages with low CVR and block them.

With regard to the high click-through and low conversion issues encountered by many advertisers, it is recommended to use the “ placement selection ” function in conjunction with dynamic creative (DC) to reach audiences with “different faces for different people”, which will help to increase the volume faster.

In addition to the above four traffic analysis and delivery techniques, considering that the current insurance industry's delivery targets are becoming more and more diversified, and it is also exploring innovations in the conversion chain, it is recommended that everyone maintain close communication with the corresponding operations manager during advertising delivery, and listen to suggestions on the adaptation of delivery targets and traffic, so as to better leverage the advantages of different traffic and steadily improve customer acquisition efficiency.

The above is the secret of Tencent advertising in the insurance industry.

For Tencent advertising, please contact Qinggua Media official

Author: Tencent Advertising

Source: Tencent Advertising