景顺
CASE STUDY
产生的总价值:315,000美元 | 广告支出回报率:4.8倍| 平均每次转化费用:24.00美元
315,000 美元
生成的总价值
24.00 美元
平均每次转化费用
0.38%
点击率
4.8 倍
咆哮
Company
景顺
Campaign Type
潜在客户一代
Industry
金融
Case Timeline
60 天
Strategy
针对高价值金融线索的利息图。
景顺是一家全球投资管理公司。他们希望从浏览金融相关内容的具有金融知识的用户那里获得高质量的潜在客户。景顺使用区块链广告通过利用高级行为定位和兴趣细分来实现这一目标。
活动概述
该活动旨在获取对代币化资产、ETF和通胀对冲策略感兴趣的高价值潜在客户。广告的覆盖范围遍及全球,是通过内容密集的金融平台投放的。该活动持续了60天,总广告支出是根据2,100次转化计算得出的,平均每次转化费用为24.00美元,总支出为50,400美元,总转化值为31.5万美元。
战略
- Web3 受众定位: 通过分析现场行为,例如搜索、滚动深度和金融内容停留时间,重点关注对DeFi、代币化资产和ETF感兴趣的用户。
- 兴趣图定位: 使用实时行为信号构建基于意图的区段,以识别参与财务活动的用户。
- 话题相关性: 目标用户消费有关加密ETF、DeFi监管、代币化债券和收益替代品的内容。
- 财务意图细分: 通过多个资产类别页面或比较工具的重复访问和互动对用户进行细分。
- 创作策略: 重点介绍了景顺的声誉以及弥合传统和数字投资的 “金融未来” 主题。
- 重定向: 再次参与了表现出财务决策但最初没有转化的用户,这占潜在客户总数的36%。
Results
- 总转化次数: 2,100
- 生成的总价值: 315,000 美元
- 印象: 1720 万
- 点击次数: 66,000
Why It Worked
- 行为定位: 利用基于意图的实时信号来吸引积极研究金融产品的用户。
- 没有钱包壁垒: 通过根据浏览行为而不是钱包数据进行定位,可以访问更广泛的受众。
- 重定向效率: 从表现出强烈财务意图但需要更多接触点的用户那里获得了很大一部分转化率。
Conclusion
景顺的区块链广告活动专注于基于行为和兴趣的定位,而不是仅仅依赖链上数据,从而解锁了可扩展的财务参与度用户群体。这种方法带来了强劲的广告支出回报率和高质量的潜在客户,证明了数字金融广告中高级受众细分的有效性。
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