In 2018, the crypto community was dealt a blow by having their rights to run effective cryptocurrency marketing campaigns and advertise seriously curtailed especially via Pay Per Click or PPC campaigns and on search engines.
Social media advertising restrictions preempted this move. This decision was taken for a number of reasons but mostly in order to protect consumers against unethical advertising. So, unfortunately for those of us who genuinely wanted to market cryptocurrency campaigns that could prove revolutionary and pioneering have also been limited. The unscrupulous actors in the crypto field ruined it for everyone just like the badly behaved kid in class ensured nobody got a cupcake because of his selfish actions.
At the end of the day, your consumer is the most important thing and they need to be protected. For example, ads like this one that is included in Facebook’s guidelines, “Use your retirement funds to buy Bitcoin!”, are an outright violation of what the broader crypto community aims to achieve. Yes, everyone wants to make money but there is a bigger picture afoot with the realization that blockchain, crypto and DeFi could be the catalyst for a new, more fair, and equally distributed world order. At the very least, a worthy alternative to the current financial and economic system.
Since 2018, some of these restrictions have been relaxed because the hype around crypto has died down thus giving us more room to move and garner more interest through broader marketing blockchain campaigns. Thankfully as now those exciting projects have a better chance to raise funds. That said, it is a bit of a minefield out there when it comes to PPC advertising. So this article is what you need to know!
Why is PPC so important and why does Google need to be conquered?
Most PPC and search engine marketing campaigns are run on Google so you can’t underestimate the importance of this platform and how crypto campaigns could perform there. Over 4.7 billion people use the Internet. (Statista, 2020) That is about 59% of the worldwide population with the trend constantly increasing since 2002, especially in developed world regions such as US and Europe. Given then that cryptocurrencies are digital and traded online, that means the target group of cryptocurrency users will have Internet access. Google’s search engine market share is more than 90%, with the number of Google users worldwide nearly four billion.
Fast-moving sectors like tech and finance are usually considered current events and their high changeability means that the need for targeted searches on by the mainstream media will probably be conducted on Google. Outside of the typical crypto audience who may use lesser known search engines, if broader adoption from a larger market is what you want then Google is the way forward and thus very necessary to learn to navigate given the restrictions faced by the industry.
What are the limitations for Google advertising?
In terms of cryptocurrencies, Google allows advertisements only under limited circumstances. Crypto projects wanting to advertise on Google will need to:
- be certified by Google — their products, landing pages, and ads must meet all local legal requirements of the country they want to get certified for.
- be licensed by the relevant financial services authority in the country or countries they are targeting.
- ensure their ads and landing pages comply with all Google Ads policies.
- comply with relevant legal requirements, including those related to complex speculative financial products.
Options! Options! Options…because Google is not the be all and end all!
PPC campaigns for crypto can be run on a number of other relevant and widely-used search engines. Furthermore there are a myriad of crypto sites, blogs, news sites, and networks that offer banner advertising with package deals for banners, content and emails that can be harnessed for to launch and garner interest for your project.
A multipronged and multi-level approach is necessary to promote crypto projects effectively.
AmaZix has been on the crypto and blockchain marketing roller coaster for a while and we have weathered the storms and adapted to whatever the necessary requirements. We are committed to ensuring that we meet Google’s standards. Google is an important part of the PPC puzzle but it needs to be complemented with other avenues of PPC and the use of various social channels — our last blog post — stresses this. Other than paid marketing like pay per click, banner and social advertising will also position your project and brand correctly. It is essential that you actively seek to grow your community and create content around your product that is meaningful. Everything has to tie together and be underpinned by an overall content marketing strategy so that there is a synergy in what your audiences see and perceive about your project.
You need a plan! Just because you build it does not mean they will come, sorry Kevin Costner.
If you don’t have an overall crypto campaign strategy for how you are going to reach the people you want to support or use your project then it will fall flat and that is something we can help with. So reach out to us and we will help you navigate the world of marketing and advertising in a space we love and are accustomed to!
AmaZix is a blockchain and crypto marketing agency. Our aim is to see mainstream adoption of emerging technology, promoting innovators and advocating for best practices and our mission is to help brands step up to the next level. It is a privilege for us to work daily alongside blockchain’s innovative teams and thinkers, while engaging with its diverse communities of users and adopters.
We believe that, as we build the projects of tomorrow, we are stronger together.
AmaZix started professionally-run community management and now offers innovative solutions to all of the pain points of the industry becoming a full-service blockchain consultancy covering everything from PR & Marketing to Legal Advisory to corporate structuring.