Source | Consumer Gold Age
Author | Autumn
Original title | Observation of loan advertising behavior: the main customers with high prices are small loan companies, and the conversion effect of the circle of friends is the best
Regulations have become stricter, and the channels for advertising of loan products have narrowed compared to previous years. The once-active loan supermarket has also been quieted down a lot under regulatory rectification.
Of course, some loan products are still active in channels such as browser opening and WeChat Moments.
According to a report by Forest Academy in June 2019, Tencent has become the most traffic media among the Internet giants in terms of financial advertising. Financial advertising ranks third among Tencent advertising.
A piece of information obtained by the Consumer Gold Times shows that Tencent's advertising includes QQ series (QQ space, QQ news, QQ information, QQ browser), information flow advertisements (Tencent news, Tencent video, Tiantian Express), WeChat friends circle, etc. Multiple channels.
We selected the above-mentioned channels, QQ browser, Tencent video, WeChat circle of friends to observe.
(According to information from insiders and public information)
Various forms of advertising
QQ browser can be placed in the main place to open screen ads, search ads and browser graphic information stream ads.
Open screen advertisements are 3-5 seconds static pictures or 4 seconds dynamic pictures displayed when the QQ browser opens the screen, using the time the user waits to open the interface to expose the advertiser's products. Currently, its advertisers have installments by Lexin Good staging of Le and WeChat technology operations.
The advertisement of graphic information stream in the QQ browser is the advertisement inserted in the news information, and generally appears in the position of Article 6 and Article 12. On April 4, the era of consumer finance found the advertising of loan products launched by Fortune Financial in the position of Article 12, and its cooperative institution was Wanda Pratt & Whitney.
(QQ browser search, screenshots of graphic information ads)
Search advertising means that when a user searches for loan information in the QQ browser, the browser will automatically display the advertiser ’s products. For example, in the era of consumer finance, by searching for keywords such as "borrowing money" and "loan", advertisements placed by advertisers such as Yirendairen, Renrendai, Xiaomiyidai and Wolaidai appeared in the order of browsers. The advantage of search advertising is that potential users actively search and can achieve accurate delivery.
Tencent Video is similar to the QQ browser advertising format and is divided into open screen advertising and video information streaming advertising. Advertisers currently on Tencent Video include installment music, foreign money cans, good installments, and Doudou Money.
(Screenshot of Tencent Video Open Screen Advertising)
Advertisements on WeChat Moments include regular ads and various card ads.
Conventional advertisements include graphics, video, and text links. Various types of card advertisements are more colorful, including basic, selective, voting, and various interactive advertisements, such as video light interaction, @ 广告 主 Interactive, @ 朋友 评語 interaction, etc., click to enter the H5 page or small program.
The era of consumer finance found that the most common types of financial lending advertisements are regular and basic card advertisements.
(Screenshot of WeChat Moments ad)
For example, the small layout of Jin Shengyuan in the screenshot is an advertisement in the form of a basic card, and Commercial Bank Direct Loan is a regular advertisement that carries a text chain.
The advertisement of Jinshengyuan Xiaobudian is mainly used to collect user information and make loans by offline personnel, which is also called form advertisement in the industry. This type of ad attracts users to click on the ad through words such as "lack of money and don't borrow high interest loans!" After the user clicks to enter the H5 or applet, he can input basic information and loan requirements to submit the application, and then an exclusive consultant will perform offline services to complete the loan; after clicking, the Bank of Commerce direct loan can download the App to complete the loan online.
Small loan companies are the main force
Compared with the fancy advertising form, the most important thing for advertisers is the cost of investment and the final effect.
The era of consumer finance has learned that in terms of ad serving and charging methods, QQ browser search ads are charged by CPC (clicks), and QQ information flow ads are charged at 30 yuan / CPM (cost per thousand impressions), and the estimated CTR (Click-through rate) is between 3% and 6%; Tencent video ads only support bidding for the time being, of which the graphics specifications are charged by CPC, and the video specifications are charged by CPM.
The billing method of friend circle ads is more complicated, and it is charged according to the number of exposures and geographical ladder pricing. There are also two methods of buying in installments and bidding.
The schedule purchase method requires the advertiser to book 1-28 days in advance. The CPM unit price is implemented according to the regular price of the publication. The total budget of the single advertising is from 50,000 yuan. The core cities, key cities and ordinary cities are 150 yuan per thousand exposures 100 yuan, 50 yuan.
Advertisers can choose the launch date in advance to lock in the target crowd, but not to protect the quantity. The CPM bid is set by the advertiser and can be adjusted in real time based on the effect. The daily budget starts from 1,000 yuan. The minimum bid per 1,000 exposures for core purchases in core cities is RMB 60 and RMB 30 per thousand exposures for key cities and ordinary cities.
Xiaofeng ’s company is an offline loan company, collecting user data by placing form advertisements in the circle of friends and browsers, and then completing offline lending by calling. Xiaofeng told the era of consumer finance that the advertising costs of these channels are relatively high, and those who can bear the costs are generally companies that do offline loan advertising. Because the commission of offline loan products is high, it can offset part of the cost, followed by small Loan companies, licensed consumer finance companies because the cost of this type of advertising is too high, the annual interest rate control is more stringent, and generally few companies put it.
Liu Bo, the chief operating officer of Xinwang Bank, once analyzed in his article that due to the high price of traffic, loans with an annualized export volume of less than 10%, even if the risk is zero, will definitely lose money. If it is a 15% annualized bank, and the risk is relatively well controlled, the advertising can be guaranteed. If it is a consumer finance company, 18% of annual loans will need to be guaranteed for the guaranteed flow of external mining flows. In addition, there are other operating costs, so licensed financial institutions are not the main force for financial advertising.
For example, in the aforementioned advertising platform, Xiaobudian Jinfu is a product of Jinshengyuan Microfinance Co., Ltd., Chengguan District, Lanzhou City; Shangyin Direct Loan is operated by Qianzhi Information Technology (Dongguan) Co., Ltd., and Baosheng Xiaoliang, Chongqing Liangjiang New District Loan Co., Ltd. provides loans; Good Instalment is operated by Beijing Weicai Technology Co., Ltd., entrusted by Renrendai or Chongqing Black Card Microfinance Co., Ltd. to provide some services; Wolai Loan is operated by Shenzhen Weiying Zhixin Technology Co., Ltd. Fang is Sichuan Jincheng Consumer Finance.
That is to say, except that the capital source for my loan is Sichuan Jincheng Consumer Finance, the other loan products or funds are from small loan companies or products of small loan companies.
WeChat Moments ad works best
According to feedback from a number of industry insiders, among the above-mentioned multiple advertising channels, the effect of placing in the circle of friends is the best. Xiaofeng's era of consumer finance claims that the first call rate of customers who get calls in the circle of friends is 60%, the third call rate is 80%, the success rate of registration to lending is 0.8% -1%, and the qualification rate is Samsung. High-quality customers are 20% -25%, ROI (return on investment) data of different companies are different, about 1: 3 in Shanghai area, basically 1: 1 in other areas.
So, why is it best to place ads on WeChat Moments? The era of consumer finance has also discovered some mysteries in the advertising mechanism of WeChat Moments.
First, from a traffic perspective, WeChat has an advantage in traffic. In Tencent's official introduction, the number of WeChat daily active users is 750 million +, while Tencent Video's monthly active users are 590 million +, which is not as good as WeChat daily active users, and the QQ browser's daily active is only around 100 million.
Secondly, the targeted placement of WeChat Moments is more refined. For example, geographical orientation, support placement accuracy in different regions of provinces, cities, districts, and business districts, as well as overseas travel and resident orientation placement; basic information orientation, which can be placed according to age, gender, mobile phone, marriage and relationship, and education; It can also be placed according to the behaviors that the user has shown, long-term stability, and hobbies that are willing to spend costs.
In other words, if users often search for loan products recently, or have borrowed money, a circle of friends will recommend loan products, and a user who often plays games will often be recommended for game products.
Finally, WeChat Moments has a remarketing orientation function. For example, if a user has previously clicked on a loan product or has borrowed money on that product, then one year later, WeChat Moments will also advertise this loan product to the user. This kind of remarketing can increase the re-borrowing rate and reduce the cost of acquiring customers.
A person from the brand department of the head mutual gold platform told the era of consumer finance that it is necessary to look at the main qualifications when placing in the circle of friends. Like the industry of mutual gold, only companies that were launched before 2016 are in the so-called white list. You can vote again after the review, and those who have not entered the whitelist will not be rich.
Some voices believe that hundreds of organizations on the market are spending hundreds of billions of advertising fees every year. In essence, they are fighting for the same easy-to-lend crowd. Everyone is smashing around, but they are constantly pushing up the total debt rate.
There are also voices that cash loan users are not as sticky as traditional institutions, but the lower retention rate and the sinking customer base force platforms to buy new amounts. But buying a certain amount can increase the re-borrowing rate and reduce the overall customer acquisition cost.
Of course, whether to buy or not is essentially an operating cost. Finally, only platforms with strong risk control capabilities and good asset quality will not be photographed on the beach.
(The interviewee in this article is a pseudonym)
