FTX

How NP Digital drove success for FTX in the highly regulated crypto space.

Within 2 weeks, the NP Digital team on-boarded, optimized, and enhanced FTX’s ability to effectively deliver, measure, and attribute success to their UAC and Google Search campaigns.

THE COMPANY

FTX is a cryptocurrency exchange built by traders, for traders.

FTX offers innovative products including industry-first derivatives, options, volatility products, and leveraged tokens. They strive to develop a platform robust enough for professional trading firms and intuitive enough for first-time users.

THE CHALLENGE

In late 2021, FTX turned to NP Digital (NPD) to help expand their digital brand recognition, support robust offline marketing efforts, and grow into international markets.

Our immediate objective was to quickly launch and optimize Google Search and Universal App Campaigns (UAC) in the United States, with a global rollout to follow in the coming months. Post-launch, we were tasked with registration volume growth and conversion rate improvements.

Timing was critical, as our efforts needed to coincide with significant offline marketing pushes with Stephen Curry and the NBA, Tom Brady and the NFL, and pre-game marketing activities leading up to their Super Bowl ad spot with Larry David on February 13th, 2022. This was not easy, as cryptocurrency is a highly regulated and competitive industry.

THE SOLUTION

What we did to achieve the great results

As we onboarded FTX, we uncovered that different ad agencies were managing different Google ad accounts, causing FTX to compete against themselves in search auctions. We immediately turned off paid search and UACs that were duplicating efforts across the former agencies, consolidating their four ad accounts into one. Managing all campaigns from one ad account enabled us to consistently track conversions and gain attribution insights across all Google campaigns.

NP Digital identified that some of the ad accounts were not tracking website conversions despite driving traffic to FTX.us, so we worked with FTX to implement Google tracking in the single ad account. We began tracking desktop account registrations, deposits, and trades, enabling our paid search campaigns to optimize to more qualified searchers. We restructured the paid search campaigns to follow Google’s best practices and simplified the campaign structure to align with Google’s machine learning algorithms. We refreshed and tested ad copy, built out new keywords, and implemented extensions that enabled FTX to own more of the search engine results page (SERP) with its ads. Findings from our keyword and ad copy testing informed our organic search strategy, which helped to further own the SERP messaging for critical branded queries.

EXTRA INSIGHTS

Lessons learned

Landing page conversion optimization efforts improved the post-click search experience, increasing overall conversion rates by 50%. Equally as important, we gave Google’s machine learning algorithms enough time to learn in preparation for the millions of impressions that were delivered before, during, and shortly after FTX’s Super Bowl ad spot.