PPC for Crypto

The Challenges of Cryptocurrency Marketing

Promoting crypto projects is a more complex activity than promoting any familiar product or service, as it is a specialized field that requires its own knowledge and specialists, and there aren’t many of them.

Blockchain and cryptocurrencies have long since gained widespread popularity, and in some categories, they’ve even passed their peak. However, the number of different crypto projects hasn’t diminished, and competition among them is and always will be. Therefore, to make your crypto project more competitive, you need a robust marketing strategy. This is because there are tens of thousands of different cryptocurrency projects and startups online.

And, as you can imagine, any crypto or blockchain startup has little chance of surviving today unless it gains widespread publicity and attracts an audience. So how can such a project be promoted?

One option for attracting an audience is paid advertising. Pay-per-click (PPC) is an online advertising pricing model in which the advertiser pays for clicks on an ad. For crypto projects, this is very complex, as is their marketing in general. Here are the main reasons:

• Most crypto startups are considered scams. People are now more cautious when choosing a crypto project, as many were burned during the ICO boom, when thousands of projects turned out to be scams and users lost their investments.
• Good specialists are busy with their own projects. Many professional crypto marketers channel their knowledge and skills into their own crypto projects to maximize profits. Those who do work on side projects are extremely busy and are only willing to work for the big bucks.
• Paid advertising restrictions. The abundance of scam projects has led giants like Google, Twitter, and Facebook to impose restrictions on promoting crypto projects through their platforms (for example, purchasing PPC ads for token sales on Google Ads or Facebook Ads is prohibited).
• The complexity of search engine optimization for crypto projects. Most companies don’t know how to conduct SEO for crypto projects. Those that do take it on are too slow, and there’s no guarantee they’ll actually see any gains. About 15% of companies in the market are skilled and capable of conducting competent SEO, but they’re not guaranteed to be able to work with you due to their workload.

This is far from a complete list of the problems you might encounter if you decide to promote your crypto project, as there are countless pitfalls. Therefore, it’s best to leave this work to true professionals.

Contextual advertising with pay-per-click

Pay-per-click (PPC) advertising is another form of cryptocurrency marketing that can be a useful addition to SEO if used wisely.

PPC advertising can drive the majority of traffic to your website through search engines, which will consequently lead to more conversions. It’s important to set an optimal budget: if you spend too little, you may not be satisfied with the results; if you spend too much, you risk losing customers.

The point is that this type of advertising must take into account a variety of issues and be managed by a professional marketing team.

To get started, you should carefully select your advertising platforms, as this guarantees 50% success. To determine which platforms are suitable, you first need to understand who your target audience is and what their geographic location is. Once you’ve identified this, you can confidently begin selecting suitable platforms for PPC advertising.

After selecting platforms, you also need to determine and establish a number of other important points. Here’s what can guarantee the success of your future advertising campaign by another 50%:

1. Set a goal to achieve: brand awareness, increased website traffic, or attracting new potential customers.
2. Choose the right campaign type. For example, Google offers different campaign types to suit different needs.
3. Identify keywords and queries. Relevant keywords will attract your target audience.
4. Create a sales pitch. It should grab the user’s attention and generate interest in your project.

That’s not all, because some time after launching an ad, you need to monitor its effectiveness, conduct analysis, and make adjustments. This is a complex and time-consuming process, but if done correctly, the results will be impressive.

Contextual advertising platforms: what you need to know about them

How to choose the best crypto ad networks? When choosing the right ad network, consider the following:

• a large number of advertising formats;
• presence of large sites in the system;
• ease of use;
• transparent system of analytics and reporting;
• the ability to fine-tune advertising campaigns;
• adequate customer support;
• competitive pricing;
• stable payments.

The following social and advertising networks are suitable for advertising:

• Instagram Ads;
• Twitter Ads;
• Facebook;
• Reddit Ads;
• Google Adwords;
• Crypto Ad Network (CoinMarketCap Ads, BscScan Ads, CoinGecko Ads);
• YouTube Ads;

You’re probably familiar with all of them, perhaps even visited them many times, but you never considered that they can also be used for advertising. However, some of them have specific features, such as those used with crypto projects.

Instagram and Facebook

The new policy, which came into effect on May 10, 2023, allows you to advertise cryptocurrency on these platforms if your company has received one of 27 approved licenses. These include licenses issued by the following financial authorities:

• Financial Conduct Authority (FCA) in the United Kingdom;
• Securities and Futures Commission (SFC) in Hong Kong;
• Financial Crimes Enforcement Network (FinCEN) in the United States;
• Monetary Authority of Singapore (MAS);
• Australian Securities and Investments Commission (ASIC);
• Japan Financial Services Agency (FSA);
• Ontario Securities Commission (OSC);
• Dubai Financial Services Authority (DFSA);
• Swiss Financial Market Supervisory Authority (FINMA);
• Monetary Authority of Vietnam (SBV).

Cryptocurrency companies without approved licenses can still obtain approval to publish advertisements by meeting additional requirements:

• you must have a registered legal entity;
• you must have a physical address;
• you must have a privacy policy;
• You must not make any false or misleading statements in any advertisement you post;
• You must not focus your advertising on minors.

Thus, even without a license, you can advertise on these platforms. However, you must strictly adhere to their rules to avoid problems later. And if you’re running a fintech project, such issues shouldn’t arise.

Google Ads

Following updates to some terms and conditions in June 2021, Google now allows advertising for several types of crypto projects, including:

• crypto wallets;
• cryptocurrency exchangers;
• cryptocurrency trading platforms (P2P, CEX, DEX);
• companies accepting cryptocurrency payments in BTC, ETH, USDT and other coins;
• websites and platforms based on blockchain technology;
• Sellers of cryptocurrency mining equipment;
• Cryptography and blockchain education providers;
• Cryptocurrency consulting in tax and legal services.

Crypto projects wishing to advertise can apply for approval through Google Ads. This includes providing information about the company, products, or services, as well as confirming compliance with local laws and industry standards.

However, please note that advertising certain cryptocurrency niches, including various courses on earning them, is strictly prohibited. For example:

• token sale;
• DeFi trading protocols;
• trading signals;
• consultations on investing in cryptocurrency;
• Broker reviews.

In addition to strictly prohibited topics, it’s important to remember that attitudes toward crypto projects can fluctuate from time to time, both for the better and for the worse. This means potential problems if all the data required for advertising is not submitted correctly, which can lead to both a shadow ban and an outright ban.

Twitter Ads

The platform’s rules for crypto companies and projects were updated on January 20, 2023, expanding opportunities for crypto marketing. Although Twitter has expanded its reach to the crypto community, certain restrictions still exist:

• Advertising of token sales is prohibited;
• Advertising of unregistered cryptocurrency exchanges and wallets is prohibited;
• Ads are required to include disclaimers and warnings that cryptocurrency products and NFTs are unregulated and can be very risky.

Reddit Ads

To get the most out of your cryptocurrency advertising on Reddit, it’s important to understand the platform’s rules:

• Advertising of token sales is prohibited;
• Advertising of cryptocurrency exchanges without a license is prohibited;
• Advertising of cryptocurrency-related products and services must not be directed at minors.

Additionally, every cryptocurrency-related ad on Reddit must include a disclaimer acknowledging the volatile nature of cryptocurrency as an asset. In this case, the disclaimer must clearly state that investing in cryptocurrency can result in both profits and losses.

To sum up, the following conclusions can be drawn:

1. When placing ads on platforms, you must comply with all requirements and conditions. Otherwise, you risk getting banned, after which resubmitting will be almost impossible. This placement should be handled by an experienced PPC specialist.
2. Each platform has its own conditions, criteria, and pitfalls that should be taken into account.
3. PPC advertising can drive a lot of traffic, but only if the right campaigns are run.
4. Before launching an advertisement, you need to define your target audience, carefully study it, and select platforms based on the analysis.
5. The advertising itself, whether text, banner, or any other format, must be well-written to attract potential users.
6. It’s essential to constantly analyze a running campaign, create specific timelines, compare attracted traffic, and make adjustments to advertising. It’s best to have a professional team handle this, as the effectiveness and results will be significantly different from those achieved by business owners doing it themselves.

If you need PPC promotion on Google Ads, Twitter Ads, Crypto Ad Network, or Reddit Ads, contact Polygant . Our team makes marketing for crypto projects simpler and more effective. We monitor our clients’ advertising campaigns, stabilize the results of existing campaigns, and launch new, productive campaigns.