Post by sumiseo558899 on Nov 3, 2024 5:35:02 GMT -5
We included Russian and investment banks, brokers, microfinance organizations and financial organizations, including those providing non-financial services, in the finance category.
The finance category is divided into two subcategories: B2B and B2C. The main difference between them is their focus on different consumers:
B2B campaigns are aimed content writing service at promoting products for small and medium businesses: business loans, online cash collection, business cards, legal and financial services, assistance in starting a business.
B2C campaigns are aimed at promoting products and services for individuals: deposits and loans, credit cards and cash loans, debit cards and mortgages, currency exchange.
Unlike other industries, subcategories in the finance segment are a selection of promoted products, not advertisers, so a single advertiser can have advertising campaigns in both B2B and B2C markets.
For target actions, we accepted applications for product registration on the website and form filling, a confirmed lead in the client's CRM, and the final delivery of the product to the client. The first party data trend asserts the use of CRM for end-to-end analytics or changing business processes based on, for example, the "reachability" of the user from the primary stage of the funnel to the final one.
Knowing the lead quality indicators, AR, % (approving rate, approved lead on pre-scoring, primary lead) and SR, % (sales rate, product delivery, primary lead) — you can adjust business processes within the company in order, for example, to increase the “return” of the primary application to the final stage of the sales funnel.
Key trends in marketing
In the study, we accumulated trends that affect the financial industry market not only in general marketing, but also in contextual advertising. To launch effective advertising campaigns in the financial sector, we recommend focusing on them.
Mobile first. The share of mobile queries is higher than desktop ones and is 68%. According to Google , the main driver of growth of search queries and applications in the industry is mobile traffic.
First party data allows you to personalize your offer, reject ineffective audiences, or target look-alike conversion audiences. First party data includes Yandex.Audience and Google Analytics segments, data from advertising platforms, mobile applications, and social networks, CRM data, and databases with email addresses and phone numbers of clients and "refusal" recipients.
Brandformance approach to assessing the effectiveness of outreach campaigns. Brand awareness is becoming a critical factor for the return on investment in marketing. According to E-Promo's own research, the difference in ROAS for similar offers from banks with different awareness is up to 2.4 times. Due to the increased weight of the brand when analyzing the effectiveness of outreach campaigns, post clicks and post view conversion are becoming the first metrics to analyze the effectiveness of metrics.
The rise of influencer marketing. According to Deloitte , the biggest growth in media consumption in 2019 was seen on YouTube (86% + 29 p.p.) and Instagram (52% + 19 p.p.). These platforms are the most popular among bloggers and influencers.
Using data driver attribution. Assigning value to each user interaction, the degree of value depends on how a specific action influenced the final result. Using this model helps to effectively evaluate the contribution of advertising channels to final conversions.
Features of the financial industry
One of the key features of the industry is the optimization of advertising campaigns based on business indicators in performance tools. To understand which stage of the funnel stops selling, we recommend analyzing the effectiveness of not only the intermediate stages (application or approval), but also the last ones that are significant for the business.
Search Advertising for Financial Products: Features of the Financial Industry
For example, issuing a cash loan. The first stage of the sales funnel will be web conversion - an application on the website. At the second stage - application confirmation - the user's personal data is verified. The application approval stage requires a fully completed questionnaire and the provision of the necessary documents. And only then the agreement is drawn up in an online or offline format. At the last stage of the funnel, the loan is issued, and this is the main metric for assessing the effectiveness of the advertising campaign.
Search advertising of financial products: advertising account structure for promotion of cash loan issuance
Structure of search advertising campaigns
Why USPs are so important
Due to high competition in search, we recommend paying special attention to the USP used in ads. This will help you instantly respond to competitors' offers, monitor product development, and understand the trend of a particular product. This way, you can increase the relevance of offers for buyers, which will speed up the decision-making process about buying and incline customers to choose you.
For competitive analysis of USP, we recommend building radar diagrams showing what other market players pay attention to first. As an example, we took one flagship product for banks in the B2B and B2C segments: settlement and cash services and consumer lending.
Popular USPs in the B2B segment, using RKO as an example, are 24/7 support, favorable rates, and free service.
The finance category is divided into two subcategories: B2B and B2C. The main difference between them is their focus on different consumers:
B2B campaigns are aimed content writing service at promoting products for small and medium businesses: business loans, online cash collection, business cards, legal and financial services, assistance in starting a business.
B2C campaigns are aimed at promoting products and services for individuals: deposits and loans, credit cards and cash loans, debit cards and mortgages, currency exchange.
Unlike other industries, subcategories in the finance segment are a selection of promoted products, not advertisers, so a single advertiser can have advertising campaigns in both B2B and B2C markets.
For target actions, we accepted applications for product registration on the website and form filling, a confirmed lead in the client's CRM, and the final delivery of the product to the client. The first party data trend asserts the use of CRM for end-to-end analytics or changing business processes based on, for example, the "reachability" of the user from the primary stage of the funnel to the final one.
Knowing the lead quality indicators, AR, % (approving rate, approved lead on pre-scoring, primary lead) and SR, % (sales rate, product delivery, primary lead) — you can adjust business processes within the company in order, for example, to increase the “return” of the primary application to the final stage of the sales funnel.
Key trends in marketing
In the study, we accumulated trends that affect the financial industry market not only in general marketing, but also in contextual advertising. To launch effective advertising campaigns in the financial sector, we recommend focusing on them.
Mobile first. The share of mobile queries is higher than desktop ones and is 68%. According to Google , the main driver of growth of search queries and applications in the industry is mobile traffic.
First party data allows you to personalize your offer, reject ineffective audiences, or target look-alike conversion audiences. First party data includes Yandex.Audience and Google Analytics segments, data from advertising platforms, mobile applications, and social networks, CRM data, and databases with email addresses and phone numbers of clients and "refusal" recipients.
Brandformance approach to assessing the effectiveness of outreach campaigns. Brand awareness is becoming a critical factor for the return on investment in marketing. According to E-Promo's own research, the difference in ROAS for similar offers from banks with different awareness is up to 2.4 times. Due to the increased weight of the brand when analyzing the effectiveness of outreach campaigns, post clicks and post view conversion are becoming the first metrics to analyze the effectiveness of metrics.
The rise of influencer marketing. According to Deloitte , the biggest growth in media consumption in 2019 was seen on YouTube (86% + 29 p.p.) and Instagram (52% + 19 p.p.). These platforms are the most popular among bloggers and influencers.
Using data driver attribution. Assigning value to each user interaction, the degree of value depends on how a specific action influenced the final result. Using this model helps to effectively evaluate the contribution of advertising channels to final conversions.
Features of the financial industry
One of the key features of the industry is the optimization of advertising campaigns based on business indicators in performance tools. To understand which stage of the funnel stops selling, we recommend analyzing the effectiveness of not only the intermediate stages (application or approval), but also the last ones that are significant for the business.
Search Advertising for Financial Products: Features of the Financial Industry
For example, issuing a cash loan. The first stage of the sales funnel will be web conversion - an application on the website. At the second stage - application confirmation - the user's personal data is verified. The application approval stage requires a fully completed questionnaire and the provision of the necessary documents. And only then the agreement is drawn up in an online or offline format. At the last stage of the funnel, the loan is issued, and this is the main metric for assessing the effectiveness of the advertising campaign.
Search advertising of financial products: advertising account structure for promotion of cash loan issuance
Structure of search advertising campaigns
Why USPs are so important
Due to high competition in search, we recommend paying special attention to the USP used in ads. This will help you instantly respond to competitors' offers, monitor product development, and understand the trend of a particular product. This way, you can increase the relevance of offers for buyers, which will speed up the decision-making process about buying and incline customers to choose you.
For competitive analysis of USP, we recommend building radar diagrams showing what other market players pay attention to first. As an example, we took one flagship product for banks in the B2B and B2C segments: settlement and cash services and consumer lending.
Popular USPs in the B2B segment, using RKO as an example, are 24/7 support, favorable rates, and free service.
