When asking somebody which industry has evolved the most during the past years, they are likely to mention programmatic advertising. And among all the advertising methods, Google Ads has seen quite a surprising evolution.
Over time, Google has brought many benefits to advertisers, such as Site Targeting, Quality Score, and the game-changing Google Analytics, which was launched in November 2005.
However, when it comes to digital advertising, one industry seems to be left behind. And that industry is crypto.
Although cryptocurrencies are becoming more prevalent each day, dominant companies such as Alphabet or Meta still consider that it is not safe enough to let crypto be advertised freely on their platforms.
And while multiple updates are being made to the advertising policies, crypto companies must constantly develop new ways of advertising their products and services.
July 7, 2022 – Google Ads policy update
Despite the attitude big tech has regarding crypto advertising, it is worth mentioning that Google has updated its Financial Products and Services Policy. As of July 2022, Google allows advertisers to target several countries worldwide as long as the company meets additional specific requirements.
To be able to run cryptocurrency ads, a company is required to be certified by Google itself. That is old news by this point.
However, the new policy updates that kept coming in 2022 attempt to force crypto advertisers to register with their respective local authorities in addition to getting certified by Google.
This policy update mainly affects cryptocurrency exchanges and wallets, contracts for difference, rolling spot forex, financial spread betting, and synonymous products and varies by location.
Why are programmatic ads relevant for crypto advertisers?
Even though platforms such as Google, Facebook, or Twitter are restrictive regarding crypto ads, specific users can still run campaigns as long as they comply with all the requirements. But how are these channels used for advertising crypto businesses?
For instance, Google’s crypto ads history has had both good and bad parts. For now, Google chose to follow a positive path, but it is hard to forget that in March 2018, crypto ads were banned entirely. These days, Google is eliminating some restrictions regarding cryptocurrency products, allowing companies to run ads, but only under some conditions which are increasing by the day.
However, most crypto projects cannot advertise on Google. Moreso, those who are allowed to advertise cannot do so all around the world, but only in some particular areas. Still, topics like ICOs (Initial Coin Offering), crypto mining or borrowing, and many more remain restricted and even prohibited.
Firstly, to be able to run crypto-related programmatic ads, an advertiser must be certified by Google. The Google certification can be submitted on their website, thus assuring the company that the advertisers are trustworthy and there will be no damages when displaying their ads. Afterward, each business must get some legal certifications, depending on the targeted countries. For example, companies targeting France should be registered with the AMF (Autorité des Marchés Financiers) as a DASP (Digital Asset Service Provider).
The same requirement is applied to countries such as the UAE, Philippines, South Korea, and Germany.
Meta banned cryptocurrency ads in 2018 too. Since then, they have become more permissive and are allowing advertisers to promote crypto ads, but with some restrictions. Currently, an advertiser can freely promote tax services for crypto companies, crypto-related educational content, events, news, and blockchain technology information. If the company applies for written permission from Meta, it will be able to advertise hardware and software for crypto mining, trading platforms, and cryptocurrencies. At the moment, token sales are not allowed to be promoted on Meta.
Twitter has always been a good option when promoting businesses. And when it comes to crypto, users can find crypto news quickly, this being quite a significant benefit for the cryptocurrency industry. However, the online platform banned crypto ads in 2018, too. Further, Twitter has updated its financial products and services policy, allowing the display of some specific crypto-related products.
Regardless of the online platform used, cryptocurrency advertisers should pay attention to the elements they are using in their programmatic ads, as certain words or visuals may affect the process of an online platform accepting a cryptocurrency campaign. Moreover, being well-informed may be a massive help because advertising policies are constantly changing, and a mistake when building specific campaigns may cost a company its advertising account.
Crypto ads alternatives
The crypto industry has built new ways of promoting crypto products and services, with online platforms being restrictive regarding crypto. Thus, crypto companies still have other channels to integrate within their cryptocurrency digital marketing strategy.
Sponsored Articles and Press Releases
Being as present as possible is a big plus for a crypto company, and press releases and sponsored articles can help a lot. Whenever a project has an announcement, the team only has to post a press release, and the world will find out the latest news regarding the particular crypto product/service.
And with so many cryptocurrency blogs out there, now, it’s easier than ever to publish a series of sponsored articles that present your whole product.
Marketing a project through influencers or crypto VIPs can create quite a buzz around a company. The key to good crypto influencer marketing is finding a suitable person to promote the business. An influencer not aligning with a company’s products and beliefs may not bring the best outcome.
Use a Crypto Advertising Network
A crypto ad network is one of the most practical ways of advertising a crypto project. Cryptocurrency companies who choose to work with a specialized ad network will be able to use banners and native ads, and their results will not arrive late to the party.
Usually, crypto advertising networks allow ads from blockchain-based companies, the campaigns being displayed on crypto-related websites.
One of the main benefits of using a crypto advertising network is that, unlike other platforms where programmatic ads can be published, these networks are created especially for the crypto industry. Moreso, they work just like any other advertising channel, but the advertiser can be sure that the ad will be shown in suitable contexts to get the highest number of conversions possible.
Nevertheless, it is mandatory that an advertiser provides legitimate information about a project and assures the network that it will not promote products/services that will lead to financial damage to the users who convert.
Focus on community building
While working on a solid crypto advertising strategy, a company can build a loyal and incentivized community, promoting its projects through organic means.
For instance, Telegram channels, Discord servers, and social media marketing are some of the best options for discussing cryptocurrency projects. Raising a crypto community through these channels will keep the audience engaged, therefore reacting to news and following the company and its activity.
Incorporate email marketing
Email marketing is another way of raising an incentivized community around a crypto company. Along with relevant updates and content that will engage people, crypto advertisers may also build an email list full of users interested in the field, work on their copy and constantly measure the campaigns’ performance, as there will always be room for improvements.
With the digital advertising industry evolving, cryptocurrencies still cannot be promoted as crypto companies would like. With many restrictions and limitations, big tech businesses such as Alphabet, Meta, or Twitter are moving from totally banning crypto ads to allowing them, but with conditions.
While waiting for the significant change in crypto advertising, businesses can build their campaigns in other ways, such as influencer marketing collaborations, press releases, sponsored content, crypto advertising networks, community building, and email marketing.
Specialized ad networks work with blockchain-oriented companies, aiming to advertise safe, trustworthy projects with the help of popular crypto websites, focusing on promoting crypto projects in the best way possible.
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