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.