Advertising for crypto projects in Google Ads and its specifics: how to start traffic there in 2021?
There were a lot of scams in the search Google ads for branded queries. Scammers made copies of sites for every more or less popular ICO, inserted the address of their wallet into this copy instead of a smart contract to steal money. They also make fake wallet sites to steal private keys and afterward all money.
Probably, Google didn’t want to be responsible for users’ money by displaying such ads. And it is extremely difficult to moderate them, because a fake from a real ICO site is practically indistinguishable: the same design, practically the same new domain, etc. So, Google found the easier way and decided to ban crypto-industry ads.
Crypto doesn’t suffer much from this ban. Traffic from AdWords wasn’t that huge. But scams can undermine the credibility of Google that delivers relevant and safe search results. The user is more important than the advertiser for Google. When one public user causes churn of other users, these are financial and reputational risks. It’s easier and safer to opt out of the advertiser. Roughly speaking, it is not a problem to find advertisers for an audience that is growing. If there are advertisers that cause loss of the audience, then there will eventually be neither audience nor advertisers.
Consequences of an ads ban
After the ban was introduced, about 80% of crypto entrepreneurs discovered that they don’t have access to the advertising inventory. It refers to all participants of the market including fully compliant entities. It is impossible to market the service to new users without access to the critical channel that is actively used by customers.
Also, with restrictions, entrepreneurs started looking for other solutions and other means to attract the audience. And discovered that there are limitless opportunities to succeed even without cryptocurrency advertising. The crypto industry companies became more attentive looking for the spheres to develop to provide what the market needs and what consumers want. Using such methods, they are able to consider carefully to know for sure how to achieve organic growth and increase audience with help of social media groups, chats, etc.
What to do for promotion
The specialists are able to target navigational queries. It turned out that half of search queries are long-tail keywords. If the percentage of users looking for information online makes a search in such a manner, it means that crypto entrepreneurs lose about 50% of visitors and 50% of potential leads.
It’s not that hard to find high ROI Facebook Interest audiences. Bitcoin is one of them and millions of people enter it. Interest audiences help to dictate Facebook ad cost. One of the factors that affect the price is the number of people in the book.
Retargeting is also actively used to persuade consumers to accept your offer even after they left the resource without purchase or action. This is a very effective method that helps to target specific visitors with specific ads and convince them to convert.
If the topic is prohibited in Google AdWords, it doesn’t mean that the crypto-related theme is absolutely forbidden. You can find how Google advertises sometimes on prohibited topics and in prohibited countries. There is an advertising system for each country with its requirements for certification. It’s also very important to read the ad systems policies. For example, many people believe that advertising is prohibited in a certain source, without really delving into what the possibilities actually are.
If you want to start traffic for Google Ads, it’s better to apply to the specialists who had similar projects before and it brought a successful result. The SEO experts of the company Flexe are ready to help you with it. Having special accounts at the disposal, they don’t let advertising campaigns get banned. The moderation procedure is successful as a rule as we know what to do to pass it without effort. This is how the crypto project that starts the advertising campaign gets access to crypto-related traffic in Google search, Gmail, pre-roll video ads, and banners.