Welcome!

UPDATE: My in-house designers and engineers are already hard at work building out the landing page and split tests for this proposal. We will be ready to start sending traffic to our cloud hosted, scalable landing page immediately upon successful funding. We can't wait to share what we're working on with the Dash community. 

Upon private urging from masternodes on Discord, I have decided to submit this proposal this cycle despite another proposal I currently have running. 

My name is Graham Langdon and I have personally spent over $600,000 on Google Adwords in the last decade alone (proof), and have spent hundreds of thousands more on Facebook and Reddit. I have spent my entire professional life launching internet ad campaigns, split testing, optimizing, remarketing, and designing and tweaking landing pages. Entirely self taught, I have learned how to put in one dollar and get two or three out.  I have developed a sixth sense for what will work and what will not so as not to waste precious resources. One mistake and thousands of dollars evaporate instantly. I also have world class in-house design talent that I work with, though often what we find is that really eye catching designs convert lower than "plain" designs. In this way, effective advertising can sometimes be counter intuitive. But I digress. 

The breakdown for the budget on this proposal is as follows:

• Ad spend budget of 30 dash. 100% of the funds of that dash will be spent on advertising with completely transparent reporting
  
• 5 dash proposal fee reimbursement
• 1 dash for my services and the services of my in-house design team

This will provide me a test-bed budget to deploy campaigns across Facebook, Google and Reddit, optimize, test, and report back. This is a completely experimental budget. The goal is to arrive at a scalable strategy. 

Targeting:
I have already generated a fairly massive list of keywords, targeting not only hundreds of bitcoin related searches, but searches related to every other cryptocurrency. Ads for Dash would display any time someone searched Google for one of these keywords. 

Similarly, we would target high priority cryptocurrency related subreddits. 

Finally, we would target all cryptocurrency related interests on Facebook. 

Landing Page:
We'll be using static, scalable cloud-hosted page to embed a video and basic information about Dash, the treasury, links to download the wallet and exchanges to purchase the coin. 

We will begin by testing the rates of conversion events across identical pages embedded with videos similar to, and including, this: 


I believe that this video, more strongly than any other video I have seen, demonstrates the unique use case and value proposition from an authentic voice. My guess is that this video will produce the highest rate of conversions but we will experiment with several similar videos. 

After having watched the new Naomi video with DesertLynx I believe that the video below will actually perform better maximizing conversions. Nothing will be left to chance, everything will be split tested. 



Optional email submission
Anyone running a PPC campaign is not capturing the full value of the spend if they are not also capturing emails. We will do this passively, with a seamless banner on the bottom of the page for people to enter their email if they want to stay informed on Dash updates. It will not be a popup. This email list will be provided for use by Dash Core and other individuals in the Dash network as voted by the Masternodes. We will also use it to issue announcements as directed by Dash core. We will not make it available to anyone else for any purpose, and will not use it ourselves without the explicit direction of a proposal vote or the request of someone from Dash Core. We will likely be able to collect tens of thousands of emails. 

Tools:
Here is a brief rundown of the tools we will be using:

Adwords Editor: essential for granularly managing thousands of variables across hundreds of campaigns and ad groups, which is impossible to do with any efficiency through the web interface. 

Mouseflow: Mouseflow provides heatmapping to give us visualizations of where visitors attention is drawn to. People hover their mouse over the sections of the page they are most interested in. You can imagine how essential this becomes to informing ongoing strategy and optimization. 

Google Content Experiment for A/B testing since it integrates with analytics seemlessly and allows us to A/B test based on separate URLs which is perfect for what we are doing. With regard to A/B testing, this is a very unique situation. Typically, online marketers have a single conversion goal, whether it's an email signup, lead gen, sale, etc. In our case there is no clearly definable conversion since we cannot know if someone purchased dash or downloaded a dash wallet (or can we? more on this later).

That said, we do have multiple conversion indicators:

• clicks to download the dash wallet
• email submission
• clicks to bittrex/poloniex to purchase the coin
• clicks to a page detailing how to purchase dash
• clicks to the treasury proposal site
  

Although none of these are "hard" conversions (wallet downloads, coin purchases), they will be considered the conversion events for the purpose of this campaign. 
The first element we will split test for is the video. We will be preparing identical versions of the same landing page with different videos. I can already tell you what we will likely find: one video will clearly generate more "conversions" across all metrics. One video will generate more email submissions, clicks to the treasury, clicks to exchanges, etc. Once we have identified the correct video to use, then we can begin optimizing other variables based on heatmapping and indicated interests.
Mailchimp: Email form submissions will go into a mailchimp account that will be used only for the purposes of other Dash proposals and at the request of Dash Core at any time. 

Perfect Audience: Remarketing. Our landing page will be embedded with the Perfect Audience remarketing cookie so as to begin generating a remarketing list right from the start. We will not be launching a remarketing campaign within this proposal but we will begin generating the list. 

Spend:
For the spend, we will deliver $500 daily spend across Reddit, Facebook, and Google ($1500 daily spend total) for 20 days. This amount will adjust based on the exact price the 30 dash is sold for. 

I'll be updating this page with additional details over the next few days.