Popular Traffic Sources for Financial Offers
The choice of a traffic source determines the effectiveness of the bundle and the approach to the ebb. Depending on the site, the ad format, the quality of the audience, the possibilities for working with different GEO, the approach to developing creatives, and much more will change.
To make it easier to work with financial offers, we have collected 4 popular traffic sources for the vertical. The selection contains the pros and cons of sites, targeting and retargeting, placement features and approaches to the audience that will work.
Shown to users based on search terms, page visits from search engines, and primary interests. The main sites are the Yandex Advertising Network and the Google Display Network.
Further, advertising is divided into 2 types. The first is placement in the search engine. The affiliate selects key queries for which his ad will be located above the list of search results. The format is close to native, it allows you to search for hot audiences.
The second is the placement on the media network. These are banners that the site displays on partner sites. They are scrolled more often, the audience treats them colder, but clicks are cheaper. Suitable if you need to fit into a small budget.
Of the features of contextual advertising, one can note the ban on Google's placement of financial offers. You will have to work on your creatives and landing pages to get your ad moderated.
In Yandex, the requirements are lower, but this has led to high competition among affiliates. It will take large budgets to compete in an ad auction.
A little tip: when choosing keywords, pay attention to low-frequency queries, often conversions for them are higher than for popular and general words.
Now let's figure out why contextual advertising shows efficiency and what disadvantages should be taken into account when setting up.
• Targeting and hot audience. Advertising in search is configured based on key queries, and on the display network - based on interests. In both cases, the webmaster interacts with interested users.
• Low competition on Google. Due to restrictions, most of the webmasters switched to Yandex. If you get around the restrictions, you can pour on users who have not yet burned out.
• Wide coverage. Yandex's daily reach in Russia alone is 50 million unique users. Google, in turn, works for the whole world, while opening up more opportunities for the audience with Android smartphones, because the Google search engine is preinstalled on the devices.
• Easy to set up. It's easier to customize and optimize than social media ads. Fewer targeting options and intuitive ad profiles make the source easier for newbies to learn.
• Competition in Yandex. It will take big budgets to get started to compete with webmasters in an ad auction.
• Limitedness when working for the bourgeoisie. Yandex is not popular abroad, and it is more difficult to promote financial offers on Google, the moderation is tough.
• Format of ads. In the search results, everything a webmaster has is a few lines of text and a small logo. You will have to try to stand out from the competition.
The largest social network, the daily audience of more than 1,5 billion unique users. It is a versatile tool that can be used to cast on any vertical or region.
The main problem is blocking. Small advertisers bring more problems to the site because neural networks and moderators block accounts for any suspicious actions.
To extend the life of an account, you need to approach the development of a bundle comprehensively. Create and warm-up accounts, behave like a regular user, and acquire software – anti-detection of browsers.
When developing creatives, look at the approaches of other affiliates, but only use ideas. For copying and non-unique promotional materials, you can get a ban. In addition, microloans cannot be promoted on the site, so it is better to hide this information in creatives.
Landing pages are also moderated, so there should be no information on microfinance (MFI), short deadlines, and interest in them. The filling should be general, but after filling out the questionnaire, users must transit to a full-fledged landing page with conditions.
This is the only way to avoid bans. Yes, the site has a lot of problems with moderation, but this is offset by the advantages of Facebook. Let's consider them in more detail.
• Wide GEO. Daily coverage is constantly growing, and they have already exceeded 1,5 billion. Almost a 1/4 of the world's population spends time on Facebook, and this opens up the opportunity to work with any country.
• Neural network. The audience for the impressions is selected by artificial intelligence. It divides users into internal segments and finds those who respond to ads better automatically. This not only for saving time, but also for increasing conversions.
• Machine moderation. If you disguise your ad and have an account that the system trusts, you can bypass manual moderation. The neural network will not notice the catch if you do everything correctly.
• Long preparation. Before the ebb tide, you need to create a database of accounts, warm them up, prepare creatives and landing pages, and mask the content when working with financial offers. This is a long process that requires care, any mistake will lead to a ban.
• Sophisticated matchmaking mechanics. Although the neural network selects users automatically, you also need to be able to work with it. It will not work just to triple budgets when scaling, then the system will start learning again.
• Additional expenses. To create a farm of accounts, you need to buy an antidetective browser, find unique photos of other people, spend money on translation services and use cloaking when advertising black offers. This entails additional costs, so a large budget is needed to launch.
Traffic arbitrage through teaser networks, banners, native advertising
Formats that are visually similar to each other, but differ from site to site. For example, native advertising should integrate unobtrusively into the site's content, while teasers, on the contrary, “tease” the user with bright headlines.
These are types of advertising aimed at cold audiences. Yes, they have their own targeting and recruiting mechanics, but most of the ads are shown to users who are not directly interested in the product.
For example, if a person was interested in investing in cryptocurrencies, they may show him an ad with microloans. Both are financial instruments, but they work in different ways, and not all representatives of the segment need them.
In order not to overpay for clicks of uninterested users, form a call to action on creatives as clearly as possible. Moderation in these sources is soft, so you can speak directly.
Another aspect is the general coldness of the audience. One of the good approaches, in this case, would be an additional warm-up on pre-landing pages. Lead the user through a large sales funnel, forget about transit directly to the landing page with the offer. Create a pad disguised as a financial magazine or personal blog.
On it, tell a story involving the product. Demonstrate its benefits in practice. For example, if you are promoting microloans, tell a fictional user in the first person how a timely loan saved his New Year.
Rely on the realities of your audience and write in their “world”. If the target audience is 35+ men, the main character should be like them. If the main thing is holidays and lost work due to coronavirus, a person should face an identical problem.
This is where the nuances of teaser and native networks end, let's move on to the advantages.
• Wide GEO. Large ad networks are not limited to one region.
• Soft moderation. The sites are required to comply with the law, but this is the end of the requirements. If the creatives do not include nude photos or scam offers, the ad will be skipped. Technical support will explain how to finalize the promotional materials so that they can be promoted.
• Cheap clicks. People often click on ads out of interest, which causes the cost per click to drop. Some of the viewers will become customers if they are properly warmed up.
• Behavioral targeting. The systems analyze user activity and select them so that they are most likely to click.
• Fewer opportunities for segmentation. Users cannot be categorized by age, gender, or other parameters. All that is available to an affiliate is a list of interests, geolocation, language, system time and device.
• Cold audience. The low cost per click is offset by the need to warm up. Most of the conversions are for cold audiences, they are not ready to buy right away.
• The need to warm up. This is additional work. You need to prepare landing pages, test them, translate them into the desired language and monitor performance, which entails additional costs.
App notifications are partially similar to banners in their specifics. They also work with a cold audience, visitors need to be warmed up, the cost per click is low.
Of the features, these are 90%, mobile users. People hardly subscribe to notifications from computers, and this should be taken into account when preparing creatives and landing pages.
Let's start with the ads. The webmaster has an image, title, and short text at his disposal. Pictures should be capacious and convey the essence. When advertising cryptocurrencies, you can use a photo with bundles of bills or the Bitcoin logo. Give preference to simple icons, people rarely look at photos.
The title should be capacious and immediately give the user information about the offer. Try to use real situations from the client's life. "Need a loan?" - bad headline. "Need money for the New Year?" - already better. In the main text, mention percentages, terms, specific numbers.
Feel free to use emoji, it works well with the financial vertical according to CleverTap.
As for landing pages, they need to be smartphone-friendly. Otherwise, everything is the same, use pre-landing pages and additionally warm up people before a commercial offer.
Now let's take a look at what push notifications are good for.
• Low price. The cost per click is inexpensive (starting at $0.003), which will allow you to drive traffic even with a small budget.
• Easy to customize. If you don't have time to master advertising offices and the intricacies of neural networks, then push traffic arbitrage is your option. They can be configured in a couple of clicks, and the site interface is intuitive.
• Little competition. Arbitragers tend to use social networks and context more often; push notifications are unprofitable for many large players. This opens up opportunities for starting and unloading the source.
• Soft moderation. If you don't want to prepare account farms, spend money on additional software and bypass the rules, push notifications are for you. If the creative is not violate laws, he will be admitted.
• Limited creative format. It is difficult to fit a full-fledged USP into one icon and several lines of text. For users to transition, you will have to write succinctly and analyze users at a deep level.
• Cold audience. Warm-up additionally on pre-landing pages, this will increase conversions.
The efficiency of the link and the final ROI depends on the choice of the traffic source. Choose a source from the popular ones, hundreds of webmasters have already been convinced of their effectiveness. Do not forget about the features, choose depending on the budget and willingness to take time.
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