ZenGo

Zengo is a self-custodial cryptocurrency wallet offering a unique security and asset management approach.

The challenge

Most (~80%) advertising placements on the web are blocked for crypto industry advertisers, resulting in very high CAC and limited growth opportunities.

High-volume keywords like “Bitcoin” or “Buy Ethereum” are highly competitive and the SERP’s controlled by Crypto giants.

Solution

We’ve created a scalable content plan that targets low-funnel searches using less competitive keywords and longtails. This plan directly resonates with the client’s range of solutions and value propositions.

The Prosses

We searched for search patterns and keywords with the following characteristics:
Low in the funnel, queries with a clear purchase intent
Less competitive queries
Queries with a clear syntax and modifier structure that can be replicated dozens or hundreds of times to create scalability
Queries with user intent that require logging into the website

We tested several different search patterns and ultimately focused on the one that worked best for us.

Buy [asset] with a [payment method]

This syntax addresses all of the characteristics we aim for. It has the potential to triple the number of assets and payment methods and provide us with a scalable long-term content plan.