In recent years, Facebook has gradually loosened its advertising policies regarding cryptocurrencies, opening up significant opportunities for new blockchain projects, exchanges, and tokens to reach users. However, running crypto ads on Facebook still involves many challenges related to policies, accounts, and how to optimize content to avoid display restrictions. We successfully launched an ad campaign for a crypto wallet project to increase app installs and build a user community in Southeast Asia. After a 30-day trial, the results were impressive: the cost per install (CPI) dropped to $1.80, which was 45% lower than the projected budget. At the same time, the project’s fan page gained over 50,000 organic followers due to the strong spread of its ad content. This is clear evidence that if you know how to run crypto ads on Facebook and how to optimize accounts, you can achieve outstanding results. Let’s delve deeper into this topic with Optimal!
The rise of Crypto advertising on Facebook
In the field of crypto advertising, storytelling is becoming a prominent trend. Brands are moving beyond just introducing products or technology and are now focusing on the project’s development journey and long-term vision. This approach helps viewers feel more connected and builds a strong emotional bond, rather than just conveying dry technical information.
Crypto content is spreading widely through
Along with storytelling, short-form video is becoming a key “weapon” in crypto advertising on Facebook. Concise and impressive clips easily grab attention within the first few seconds and can go viral thanks to how easy they are to share. This format is well-suited to the fast-paced content consumption habits of today’s social media users.
Building trust by sharing crypto knowledge
Given the complexity of the cryptocurrency market, educational content is increasingly being prioritized in advertising. Videos or articles that provide guides, explain terminology, or analyze trends not only help newcomers get started but also strengthen community trust. This is how crypto projects can both promote their brand and establish themselves as a “leader” in this new and evolving field.
The presence of new AR technology
In addition to traditional formats, crypto advertising on Facebook is gradually adopting augmented reality (AR) technology and other interactive formats. These vivid experiences not only capture attention but also help users stay longer and become more engaged with the brand. This is seen as a new step forward for crypto ads to create a distinct impression in a highly competitive market.
Facebook’s policies for crypto advertising
Previously, it was almost impossible for advertisers to launch a campaign related to cryptocurrencies on Facebook. The reason was that the platform had an extremely strict policy that banned most crypto ads. At that time, we had only one option: to submit an application for permission and wait for approval. This application required a lot of legal information about the business, such as a business license, relevant legal documents, or even proof that the company was publicly listed on a stock exchange.
The good news is that since 2021 and in the years that followed, Facebook has removed most of its ban, allowing advertisers to post content related to cryptocurrencies and NFTs, as long as they meet the criteria set by the platform. This opens up opportunities for us and for you to leverage the potential of crypto advertising on a social network with billions of users. However, we still have to submit a written request for permission to advertise sensitive products and services. In addition, you need to check if the content violates Facebook’s policies.
Areas where Facebook restricts advertising
Although Facebook has loosened its policies, it still maintains strict rules for the following categories:
- Crypto exchanges: Platforms for buying and selling crypto with real money, including spot, margin, and futures trading, are prohibited from advertising.
- Crypto wallets and trading services: If a wallet is only for storage, it’s allowed to be advertised, but if it integrates functions for buying, selling, swapping, or staking, it will be restricted.
- Crypto lending and borrowing services: Crypto financial platforms for lending and borrowing are not allowed to run ads.
- Crypto mining: Facebook does not accept ads for services or platforms that support coin mining.
- Crypto-related tax services: Companies that help crypto businesses with taxes cannot advertise.
- Blockchain events, education, or news: This is an area that is allowed to be advertised, as long as it does not directly encourage the buying or selling of crypto.
We’ve found that Facebook’s strict policies are designed to protect users from the risk of scams, which are very common in the crypto market. By controlling ad content, Facebook helps limit the spread of fraudulent projects and creates a more trustworthy environment for the community.
What to avoid when running Crypto Ads on Facebook
When running an ad campaign, you should pay attention to the following:
- Do not make false or misleading claims: Avoid promising guaranteed profits, absolute security, or any unsubstantiated statements.
- Do not target minors: Crypto ads should only be targeted at users of legal age.
- Do not use deceptive or annoying tactics: Spam, pop-ups, or fraudulent content will be removed.
- Do not promote unlicensed financial services: If you do not have a legal license, you must not promote any related financial services.
If you violate these rules, your ad may be rejected immediately, or worse, your ad account may be permanently disabled. This means you will lose the opportunity to reach millions of potential customers on the world’s largest social media platform.
How to run crypto ads on Facebook effectively
Whether you are planning to run NFT ads on Facebook or promote a new crypto project, having a well-structured strategy is essential. BHW will share with advertisers the key steps to help campaigns stay on track and achieve maximum effectiveness.
Determine the campaign objective
In Facebook advertising, we have three main levels: campaign, ad set, and advert. At the campaign level, you need to choose the core objective, which is the action you want users to take after seeing your ad. Facebook currently offers three main objective groups:
- Awareness: To build brand reach. For example, CPM (Cost Per 1,000 Impressions) often ranges from $5 to $12 depending on the market.
- Consideration: Aims for clicks, video views, or engagement. For example, a CPC (Cost Per Click) can reach $0.5–$1.2 with good content.
- Conversion: Focuses on specific actions like sign-ups, token purchases, or app installs. CPA (Cost Per Action) is usually higher but provides real value for the business.
Example: If you want to retarget users who have visited your project’s website to get them to sign up for a crypto wallet, choose the Traffic or Conversion objective. This saves your budget and increases your ROI (Return on Investment).
Build the perfect custom audience
At the Ad Set level, advertisers decide who the ads will be shown to and how. This is the factor that can determine up to 70% of a campaign’s success. There are three common techniques:
Use Demographics & Interests
We often start by targeting by country, gender, age, and language. Then, we add a layer of Detailed Targeting based on behavior and interests.
Example: If you want to promote luxury NFT jewelry, target the group that likes jewelry, then expand to people interested in NFTs and luxury goods. This way, the CTR (Click-Through Rate) can increase from 1.2% to 3% after just two weeks of optimization.
Target people who already know your brand (Custom Audience)
Custom Audience is always a “treasure” in crypto advertising. This is the group that has interacted with you via your website, Fanpage, or email. Campaigns of this type often result in a CPA that is 40% lower than a cold audience.
Find similar audiences (Lookalike Audience)
Lookalike Audience helps to scale. Facebook will analyze your source file (e.g., 1,000 customers who have bought a token) to find a group of users with similar characteristics. In practice, advertisers can increase reach by 5-7 times while maintaining a stable ROI.
After defining the audience, we need to fine-tune the placement, budget & schedule, and bidding strategy.
Develop and test creative content
This is the stage that determines whether users stop to watch your ad or scroll past it. On Facebook, creativity is the “weapon” to increase the engagement rate and reduce CPC. Facebook currently supports five main ad formats:
- Carousel: Displays multiple images/videos, suitable for introducing a project roadmap.
- Single Image: Easy to implement, often used for quick airdrop announcements.
- Single Video: More engaging, with a CTR that is two times higher than a static image.
- Slideshow: A lightweight video format, suitable for markets with weak internet.
- Canvas: A more immersive experience, suitable for storytelling.
Important tip: You should create at least 3-5 different banners for a single campaign. When the Relevance Score or Quality Ranking of one creative drops (e.g., from 8/10 to 5/10), instead of turning off the entire campaign, just add a new banner. Statistics show that this method helps maintain a stable ROAS (Return on Ad Spend) from 2.5x to 4x. Also, don’t forget to do frequent A/B testing. A small change in the CTA button’s color can increase the click rate by 15-20%.
The process for running crypto ad campaigns on Facebook
Create a VPCS link cloaking and an intermediate website
To successfully launch a crypto ad campaign, this step is crucial and determines whether the ad will be approved. You can create an intermediate website using a Landing Page or Blogger. Then, you use a tool to do VPCS link cloaking to prevent Facebook’s AI from scanning the violating content on the page.
VPCS link cloaking is extremely important to minimize the chances of Facebook’s robot scanning for violating content and disabling your ad and account. Therefore, the person performing this task needs to have deep technical expertise, as well as meticulousness and skill. If you don’t have much experience with VPCS link cloaking and want to run successful Facebook Ads campaigns.
You can rent an ad account from Optimal Agency. You’ll receive free VPCS link cloaking support, along with the best assistance from our experts on setting up the account, content strategy, and effective ad optimization. For more details on our services and to get a great quote, contact the hotline: 0819004282.
The way you run a crypto ad campaign on Facebook is to first launch a “clean” test campaign. When the clean test campaign is approved, you should find a way to redirect Facebook’s AI bots’ traffic to the campaign that contains the VPCS link cloaking. After successfully redirecting the campaign, you should let the clean test campaign run with a suitable budget to run both campaigns simultaneously to strengthen your crypto ad campaign on Facebook.
In-depth experience running Crypto Ads on Facebook
When we start a crypto ad campaign on Facebook with you, VPCS link cloaking and building an intermediate website are the most important steps. This is the “pass” that determines whether the ad will be approved.
Create a VPCS link cloaking and an intermediate website
We often recommend that advertisers create an intermediate website using tools like Landing Page, Blogger, or WordPress. The intermediate website acts as a “filter,” preventing the original crypto content from being directly displayed to Facebook’s review system. After that, VPCS link cloaking will make it difficult for Facebook’s AI to identify sensitive content, thereby minimizing the risk of an account being disabled or a campaign being shut down.
Experience has shown that campaigns without VPCS link cloaking have a rejection rate of up to 70%, while campaigns that are meticulously cloaked can increase the successful approval rate to 90–95%. However, this is a technique that requires meticulousness, a deep understanding of the tools, and professional experience.
If you don’t have much experience in this area, we recommend that you rent an ad account from Optimal Agency to receive free VPCS link cloaking support. At the same time, you’ll receive guidance from our team of experts: from account setup and content consultation to ad optimization to achieve the highest effectiveness. For a detailed quote and direct support, you can contact our hotline: 0819004282.
With over 10 years of experience in providing ad resources and as one of Facebook’s senior partners, Optimal Agency is confident in bringing clients the best possible solutions. With a diverse and large-scale ad resource system and an experienced technical team with a deep understanding of Facebook’s algorithm, Optimal is constantly striving to deliver comprehensive and effective ad campaigns.
Among our outstanding services, renting Facebook ad accounts is our top strength. In addition, Optimal also provides many other types of accounts suitable for all needs, such as No Limit accounts, Agency accounts, high-threshold Facebook Ads accounts, “vintage” Business Managers, etc., helping customers easily choose the most suitable solution for business growth.
Accurate ad performance analysis
After a campaign ends, what we always emphasize with you is a deep dive into data analysis. This is not just a review step but also the “key” to improving performance for subsequent campaigns. Some important metrics that advertisers need to focus on are:
- CTR: A good crypto campaign often achieves a CTR of 2%–5%.
- Conversion Rate: The average can range from 5–12%, depending on the quality of the content and the landing page.
- ROI: If you spend $1,000 on ads and get back $2,500 in profit, your ROI will be 150%.
We always work with you to look at the data objectively to identify strengths to leverage and weaknesses to optimize. This is the only way to make each subsequent campaign more effective than the last.
Post-campaign community engagement
A common mistake we see many advertisers make is stopping right after the campaign ends. In reality, this is just the beginning of the journey to build a community. The momentum created by the ad should be leveraged to nurture a community on a Fanpage or Facebook group. Some activities we often implement are:
- Host an AMA (Ask Me Anything): To let users directly ask questions about the crypto project.
- Create polls: To increase engagement and get real feedback.
- Share exclusive content: Research documents, in-depth tutorial videos, or special offers.
At the same time, we always implement retargeting—re-engaging with those who showed interest but didn’t take action. Data from many campaigns shows that retargeting can increase the conversion rate by an additional 30–40% compared to only new targeting.
Maintain an effective strategy
Every piece of data obtained from ad performance, every piece of feedback from the community, is a “valuable ingredient” for guiding the next steps. It’s mandatory to fine-tune your budget, conduct A/B testing on content, and maintain engagement if you want your crypto brand to have a sustainable presence on Facebook. We always emphasize to you that success in crypto advertising doesn’t come from a single campaign but from a series of campaigns that are continuously optimized. That is the way to build a reputable brand, create a strong message, and maintain a solid position in this fiercely competitive market.
To run effective crypto ads on Facebook, you need to combine a creative content strategy, correct targeting, and strict adherence to the platform’s policies. When you do it well, advertising not only helps increase brand awareness but also builds trust, opening up many opportunities for sustainable development in the potential crypto market.
Frequently Asked Questions
If your application to get permission from Meta to advertise crypto on Facebook is rejected, it’s likely because the country where you want to run the ads doesn’t allow it, or your license is not sufficient. When this happens, you need to change the country for your ad campaign and submit a new, suitable license that meets Meta’s requirements. You should resubmit the ad permission request for Meta to review, along with the necessary documentation and application. At the same time, you need to monitor Facebook’s policy updates on advertising crypto products and services to ensure compliance.
You should not turn off your clean test campaign after you have successfully redirected the traffic to the main campaign. Doing so will have a significant impact on your crypto ad campaign on Facebook. Instead, you should let the clean test campaign run with a low budget so that both campaigns can run in parallel to strengthen your advertising efforts.
