Google Ads Update: What Crypto Marketers Need to Know

Google is changing the way it displays cryptocurrency-related ads on its search engine and various platforms. Starting August 3rd, crypto exchange and wallet advertisers will have to adhere to a new set of standards in order to advertise their products. Advertisers who promote complex speculative financial products or cryptocurrency exchanges are allowed to advertise through Google Ads, but they must be certified by Google.

As of 2021, cryptocurrencies like Bitcoin (BTC), Ethereum (ETH), Dogecoin (DOGE) and Amp Token (AMP), and other tokenized instruments such as DeFi and NFTs are gaining mainstream interest at a break-neck speed. There are various exchanges (such as Binance, Coinbase, FTX, & Gemini), crypto wallets (such as Coinbase Wallet, Exodus, & Trezor), and other crypto-related products that aim to profit off of this massive growth seen in the decentralized currency space.

Crypto interest has been steadily growing as a result of FOMO and other organic methods, however, it has hit the stage in the product lifecycle where paid advertisement is starting to become necessary. For any crypto-centric advertiser, the first logical step is to use Google Ads to give an immediate boost in both exposure and overall sales of crypto-related products. As a crypto-centric company, however, there are a few hurdles that you have to overcome that most other companies never have to face.

Let's be clear here, you cannot directly advertise the purchase, sale, or trade of cryptocurrencies, initial coin offerings (ICOs), or DeFi trading protocols on Google Ads. If this doesn't apply to you, then keep reading on.

For starters, if you want to advertise through Google Ads, there are certain standards that must be met. First and foremost is the fact that all crypto-related products have to be certified by Google in order to use their advertising services. This means meeting very specific criteria for each type of token being promoted. You can apply for a certification for restricted financial products here.

Secondly, crypto exchanges or wallets cannot promote themselves on their own - this too must be done with certification from Google. The most common complication seen so far has been complex tokens like DAI, DGX, & USDT. While these tokens (known commonly as stablecoins) do not fit the standard definition of a cryptocurrency, they are so closely tied to them that many advertisers have had trouble understanding the difference. This has lead to a number of misconceptions and confusion when it comes to using Google Ads for this type of product.

Finally, Google allows ads promoting cryptocurrency exchanges targeting the United States, as long as the advertiser is registered with FinCEN as a Money Services Business or the Securities and Exchange Commission as a broker-dealer, exchange, or alternative trading system. Any other local legal requirements must also be complied with, whether at a state or federal level. This varies by country, so check out the requirements for your region here.

It's worth noting that this update will affect all crypto-related products, which means NFTs and DeFi are also subject to the same standards. This is because some of these projects may not qualify as a cryptocurrency but still have a relationship with them in their functionality or use cases.

All in all, this is a major step forward towards mainstream adoption of cryptocurrencies and will help to further shape the future relationship that marketers/advertisers and crypto will share.

I am not sponsored by or have received any compensation from any of the products/services/companies listed above. This article is solely for informational purposes.