Proposal “internet-ads“ (Completed)Back

Title:Google Ads - Facebook Ads - Reddit Ads for Dash
Owner:feedbands
One-time payment: 36 DASH (2144 USD)
Completed payments: 1 totaling in 36 DASH (0 month remaining)
Payment start/end: 2017-12-18 / 2018-01-17 (added on 2017-12-23)
Final voting deadline: in passed
Votes: 0 Yes / 0 No / 0 Abstain

Proposal description

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: RemarketingOur 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. 

Show full description ...

Discussion: Should we fund this proposal?

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0 points,5 years ago
Congratulations mate. I'm a social media marketer too. So I understand the power of ads in campaigning and integration of brand/product to customers.
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0 points,5 years ago
Yes!
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0 points,5 years ago
Voted yes. Go ahed!
One question, Why you don't use crypto advertising network like mellowads.com and similar which focus on crypto users?
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0 points,5 years ago
I think one big fixed ad in coinmarketcap.com (top banner) will be enough to boost market cap of Dash
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0 points,5 years ago
You have my support. Thank you for you proposal & time.
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1 point,5 years ago
As this cycle's voting comes to a close, I just want to say that we are going to move the needle for Dash.
Reply
0 points,5 years ago
An experienced digital marketing campaign, it is necessary to have.
Are you going to make an impact report?
Thanks for the proposal.
Reply
2 points,5 years ago
You are going to see the most detailed reporting and analysis of any proposal ever funded by dash.
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0 points,5 years ago
good luck
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0 points,5 years ago
Yes
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0 points,5 years ago
Voted yes, good luck.
Reply
1 point,5 years ago
Have you guys contacted Chris Coney and checked if he is fine with you using his video?
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0 points,5 years ago
We did reach out but have not heard back. We will try again. This is just one video we will be split testing, and generally it is consider OK to embed youtube videos on any privately hosted pages as the video creators have the ability on their end to turn embedding permissions on or off.

That said, we definitely want to get in touch with him. You wouldn't happen to have his contact info?
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0 points,5 years ago
what tools do you use for split testing your landing pages and ads? are u running through a normal ads account or do u have a special relationship with google (ad rep)?
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0 points,5 years ago
Excellent questions mate and I'm glad you asked. I'm working on the "Tools" section of the proposal today since it is essential.

First let me say that yes I do have a rep at Google (James).

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

Adwords Editor: essential for granularly managing thousands of variables across hundreds of campaigns and ad groups, which is impossible 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.

For the A/B testing we'll likely use Google Content Experiment 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. This is a very unique situation with regards to split testing. 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 / significant time spent on the page detailing how to purchase dash / clicks to the treasury proposal site.

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.
Reply
0 points,5 years ago
Of course we will also be split testing ads themselves through the respective ad portals (facebook, google, reddit). With these variations, we will of course be optimizing for clickthrough rate.
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1 point,5 years ago
> 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.

Thanks for the proposal. I never heard about you, can you please send a link to your linkedin profile?
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-1 point,5 years ago
Sure:

https://www.linkedin.com/in/graham-langdon-8805604/
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2 points,5 years ago
give a big yes guys , we need this ....
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1 point,5 years ago
thanks, the goal here is simply to experiment and then identify successful strategies that can be scaled up.
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1 point,5 years ago
Doesn't this video mostly tell you why you should invest in Dash, rather than why you should use Dash? So I wonder, what is goal of this campaign? What do we want to communicate to people about Dash?

Furthermore, there is quite a lot of FUD on Reddit and other cryptochannels. So how are you going to prevent people from being put off from Dash if they look for more information after seeing the ad.

Finally, another fairly extensive adwords campaign is being planned on the forum. Maybe you should have a look at that as well: https://www.dash.org/forum/threads/google-adwords.21389/
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0 points,5 years ago
I would also like to further add to the point about people being put off from Dash if we're advertising on their subreddit. We will be actively monitoring all the ads across channels. If we see any negative sentiment brewing we will throttle down or discontinue those ads.
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-1 point,5 years ago
The goal of this campaign is to educate people already interested in cryptocurrency on Dash. I believe most important things to educate this demographic on are the features that make Dash unstoppable: instant send, transfer fees less than a cent, and a treasury that funds proposals.

I submitted this proposal because I believe that I am the most skilled person to carry this out. I would gladly get behind anyone with more experience than myself. My goal is the same as yours and theirs: to wake the sleeping dragon that is Dash.

What would perhaps be most beneficial to the Network is to fund this proposal, and the other one being planned, and see who gets better results at a better price, and then continue funding that team.

As for the fear, uncertainty and doubt that is rampant on Reddit and the other cryptochannels, this is merely another obstacle to be conquered. We are not trying to hype and will not be taking any sort of a hyped tone or message. Instead we merely be offering up factual information and let that speak for itself.

Although this is the best video I've found so far, I would prefer one that more clearly and succinctly communicates the instant send, the transfer fees, and the treasury. We're going to keep looking and if we can't find anything, we might just make such a video in house. We'll also be split testing with multiple videos.
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1 point,5 years ago
This is how we move to the big(ger) leagues. Yes for me.
Some will wonder how your targeted digital media ads will fit in with our other marketing from Ogilvy and Mather, etc. I'm sure that has an answer, and you could discuss it for the sake of those concerns.

I would prefer that we have multiple and independent ways of marketing, including something like your proposal. Let's see how it goes and can't wait to see your click-through and conversion rates.

carry on, have fun, win!

solarguy
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1 point,5 years ago
thanks solarguy! We'll make sure we're not overlapping with their efforts and communicate as necessary. Given the treasury is what it is, we can totally dominate online advertising but we need to start small and proceed once confidence in strategy is firmly established.
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1 point,5 years ago
Yes to Reddit ads!
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0 points,5 years ago
We will be targeting every crypto-related subreddit.
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0 points,5 years ago
Perfect. Can't wait.
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0 points,5 years ago
I was surprised what $20 did for me on Facebook, I was just experimenting as well. This will do good, great proposal.
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-1 point,5 years ago
Soon it will be impossible not to be informed about dash by the way we grow our marketing efforts. We need this. Voted yes
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-1 point,5 years ago
Thanks Beru. We want to start immediately, figure out what's going to work, and then scale completely transparently up to whatever the dash community wants.
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