Token Sale Paid Ads Strategy


All of the strategies and techniques outlined in this document are to be considered as an outline of best practices for token sale paid ad strategies . Due to the fact that each token sale is unique, and you may have information that conflicts with the below document or have a different paid ad strategy in place, the information contained in the below document should be adjusted to fit your strategy. If the below document doesn’t feel aligned with your current strategy please keep in mind factors or insight that may conflict with the below document and adjust to fit your current strategy or contact us so that we can discuss why a particular portion of this document is in conflict.


The purpose of this document is to lay out a strategy with accompanying best practices for white hat token sale advertising and give an overview of exactly how we create ad campaigns, who we target and why, what platforms we leverage with your budget, and then breakdown the spending in hopes to better explain how we are able to cause massive growth for our clients.


Prior to paid ads

For a successful token sale, certain elements need to be in place to maximize advertising efforts. With the immense number of crypto projects, having a high level of clarity is crucial — understand your company inside and out. Without clarity, there is ample opportunity that people who are not closely involved with your company will not understand the offering. When you know your company forwards and backwards the website, white paper and one-pager will be incredibly easy to understand and instill confidence in potential investors. One way to both garner interest in advance and help refine your message is to begin establishing personal relationships early on. Once these elements are in place, begin advertising your token sale 4-6 months before it is scheduled to take place.

The type of token you create will affect how your token sale can be marketed. By ensuring the token is a utility token, giving people access to a product or service in the future, and not a security token you will be subject to far less regulation.

Token sales have different regulations depending on the country, so the strategy will be different per geographical location. Expect there to be fewer regulations in countries other than the U.S.

How we create ad campaigns

  • Possible objections: Think about common objections you have heard and formulate responses to them that appease people — these may be unique to your company.
  • Content type: Showing the right content at the right time is important in the education and conversion life cycle of potential investors. This happens over a period of time and re-targeting people that seem engaged will keep you at the forefront of their mind. Eventually awareness of your product or service will drive people to action if pushed through the funnel in the right way at the right time.
  • Videos: Videos are 5x more engaging than text and within 15-30 seconds can give someone a quick and deep understanding of your service or product. Once they have seen a teaser video they can be directed to the website for more information and can view a longer video with more in depth explanation.
  • Testimonials: Promoting videos, quotes, posts and other similar pieces of content where others have spoken favorably about you is a powerful tool that can be used to instill confidence in investors.
  • Downloadable content: Inspire people to download your white paper to learn more about your company.
  • Token sale landing page: An ad that peaks people’s interests should direct them to a token sale landing page to get additional information that will answer questions they have and make them feel more comfortable about participating in the token sale.
  • Token Sale calendars: Online token sale calendars exist to feature dates and information about companies’ token sales. These sites also send out email newsletters to which people subscribe. Some sites list token sales for free, but because investors don’t spend much time on the sites browsing, securing a sponsored option will gain your token sale more exposure.
  • Cyber Fund
  • Native ads: Some crypto sites will have the option to pay for and publish native ads — pieces of content that subtly advertise your company by following your editorial guidelines. Having a content calendar will help align your native ads with your strategy. They may offer packages that combine banner/text ads along with native ads.
  • Compliance: Making sure to follow SEC compliance where applicable will guarantee long-term success.
    As token sales are used more and more as a means to fundraising, standing out from the crowd becomes increasingly important. There are still standards, however, that participants will expect you to adhere to to give people enough confidence to participate in your token sale.
  • Market research: Market research is an important first step to creating a successful campaign. Defining and understanding the market with utmost clarity will define how you speak to your market and what it is they need to know.
  • Content locations: There are several main types of content that can be created and placed in paid positions to ensure receiving appropriate exposure.
    • Banner and text ads
    • Paid articles on crypto sites
    • Calendar listings
  • Content topics: Over promises and guarantees on ROI will not convince people to invest. Honest transparency, however, will help potential investors feel comfortable. They should have all the information they need to make an informed decision.
  • Story: Share your story in a way that helps people understand the problem you are trying to solve in an engaging way and inspires them to buy in to your vision. What is the solution you are creating?
  • Tokens: When will the token raise start? Why should people invest and trust in your token sale?
    How much have you raised to date? What discounts are you offering?
    What milestones on your roadmap will this token sale help you meet? How does the token work within your system?
  • Team: What notable projects has your team worked on that shows they will help your company be a success?
    Why is your team the right team to carry it out?

Who we target and why

There are two different groups of people that you may choose to target: experienced cryptocurrency investors and people who have a specific interest in the product or service that you offer. From there they can be broken down further, though (for the most part), they will consist of middle-aged men.

With the goal being to get the best, most cost-effective results, it’s important to know who you want to be talking to and address those people only by giving them appropriate information to make an informed decision. Some questions to think about are have they invested before or are they first-timers? Are they comfortable with English or not?

Geography: Which countries or areas will be most receptive to your token sale? These can be thought of from the perspective of which countries have less regulation or more activity around cryptocurrency or what countries are most active on the exchanges your coin will be on? Ex. China has banned cryptocurrency trading and Japan is embracing many exchanges. Focus on creating ads for those embracing cryptocurrency, taking in to account language when applicable.

Other areas that have demonstrated accepting behavior of cryptocurrencies are Australia, Slovenia, Europe, UK, Malaysia, Russia, Brazil, South Korea, Venezuela, and Israel. These can change at the flip of a switch, making it important to track the news.

Coin: Alternatively potential investors can be targeted based on their interest in a specific coin or exchange regardless of geographical location.


What platforms we use

Platforms are changing their restrictions on token sale ads quickly — which requires companies to become more creative in the tools they use and how they communicate their token sale. Traditional ad networks have just begun banning token sale ads because of the scam-like nature some token sales had in the past, so they need to be navigated carefully.

In general, if paying per impression, the ads should be on high-traffic, high alexa-ranked sites.

Crypto ad networks:

Crypto ad networks will allow you to publish ads related to your token sale to the most relevant sites. These networks are connected with hundreds of highly relevant, trusted, high-traffic sites and can get your ads posted to many with a single click.

  • • Cointraffic: Publishes to 400+ related sites
  • • CoinAd: Publishes to branded, trusted, high-traffic websites
  • • A-Ads
  • • TokenAd: Place native ads, videos, or banners

Traditional ad networks:

Many traditional ad networks have just placed a ban on advertising token sales because of scams appearing on these networks. This ban will help eliminate scams, but will limit how companies advertise a bit. Companies will not be able to mention the crypto/ token sale aspect of the company in their ads.

• Facebook — Hits a broad audience that is not necessarily crypto-knowledgeable, but is very lucrative nonetheless. Targeting can be done to a high degree on Facebook than Twitter. Using a pre-established contact list as a custom audience will allow you to create lookalike audiences and target more people that have similar attributes. Facebook’s Audience Insights tool can help you learn more about your audience to tailor ads even further. Facebook has banned the use of cryptocurrency and ICO ads but that doesn’t mean you cannot use the platform to build fervent communities around the technology. By not focusing on the token sale, and advertising a technology that uses blockchain you can normally still use Facebook to build a community around your company, brand, and product.

  • • Twitter — Twitter has a strong crypto community, though maybe not immediately apparent because of some investors trying to stay under the radar. Unfortunately, you can no longer use crypto for advertising and can only use it for organic marketing since their ban is heavily enforced.
  • • Google • LinkedIn — We have had very little luck with marketing via LinkedIn for anything related to crypto.

ICO calendars:

ICO calendars do not contain much information so using them alongside links, banner ads, and native ads on other crypto websites and crypto communities such as Quora, LinkedIn, Facebook, specialized forums and subreddits is valuable. Understand that being accepted on these sites may take a while, so the promotional timeline needs to reflect that.

Crypto news websites :

People with an interest in cryptocurrencies will frequent websites, blogs or forums relating to digital currency and blockchain making them ideal places to place very targeted banner and text ads, announcements and articles. Many times these sites will offer package deals for PPC or Pay Per Impression. Working with an agency will guarantee getting published on top-tier sites like Coinist, Coindesk, CryptoClarified and more.

While you may not want to pay for these opportunities, backlinks on these sites legitimize an token sale and improve search engine rankings.


Platforms are changing their restrictions on token sale ads quickly — which requires companies to become more creative in the tools they use and how they communicate their token sale. Traditional ad networks have just begun banning token sale ads because of the scam-like nature some token sales had in the past, so they need to be navigated carefully.