Case study. Launching Google Ads in the cryptocurrency
About the project, background
The project that was launched is a free software for traders
Traders in their work for trading use various exchanges, it can be both cryptocurrency exchanges and classical exchanges where stocks/bonds are traded
This software is a program in which a trader can connect all the exchanges he works with at once. The program also has an additional functionality - a trader's diary. With the help of this diary it is possible to keep records (history) of transactions, and on the basis of analyzing the history it is possible to adjust your trading strategy.
There is also a separate community of traders, where professionals share their experience and ideas of trades
This project came to us in August 2022, at that time there were no paid traffic sources, only organics.
The main conversion that we focused on at launch was “First completed transaction”
This conversion is counted when the user downloaded the program, logged in, connected the exchange and made the first transaction through the terminal.
Tasks at the start
As we mentioned earlier, traffic came only from organics. Paid traffic channels were not used.
We analyzed the organic traffic that was already coming to the site in order to form hypotheses for launching campaigns in Yandex.Direct and Google Ads.
Based on the analytics data, we made a list of hypotheses and work, prepared advertising offices, set up analytics, made a media plan and started the launch.
Problems and solutions
1. The first problem we encountered was the transfer of conversions from the program to the advertising office of Google Ads and Yandex.Direct. For help we turned to the developer, who was engaged in connecting the accounting of offline conversions.The need to transfer offline conversions is that campaigns are trained on certain goals.
It is more profitable to attract an audience that is more likely to make a “first transaction” than one that is more likely to simply download the software.
2. The second problem is more time-consuming - it is Google Ads.We caught a lot of blocking and restrictions on ads because of “cryptocurrency”.If the restrictions on ads we have learned to bypass, then with the blocking of offices everything was not so simple.
After another cabinet blocking, we faced one more step from Google - verification of the advertiser for a new account, created through Elama.
The way to successful verification:We sent confirmation documents every day for 2 weeks. And nowhere could not find information that would help us.Neither Elama tech support nor ZaleyCash tech support could not help us. And here we try a new combination of verification. A miracle happened - our account is verified, and we launch a new advertising campaign, and in a couple of days we gain the necessary momentum. We successfully tested the method of increasing the trust of the account (warming), and now we have a couple more spare and warmed accounts, ready to run advertising, in case of another blocking.
Result
Over a year of work, we tested many hypotheses on advertising campaigns, identified the most effective ones and scaled them.
From 30.12.22 to 28.12.23 we received 2200+ “first transactions” from new users
At the moment we get an average of 150-200 downloads daily at an average price of 1$ from Yandex and Google
P.S. Google campaigns at the peak gave us downloads at 0.06$