What if there was no online marketing? – Guest Editorial

Nicc Lewis

Expozive CEO and FX industry marketing, branding and public relations specialist Nicc Lewis delves deep into Google and Facebook’s stance on FX advertising, and looks at how to conduct good quality marketing and gain wide coverage to a good audience going forward

Dead leads

Nicc Lewis is a renowned senior level marketing specialist within the electronic trading and FX industry. After several years as CMO at Leverate, Nicc became CEO of Expozive, which provides a comprehensive range of fully managed services for companies in the online trading and e-commerce sector, and manages how companies can conduct their public relations, branding and enhance engagement in their product ranges, along with an end-to-end enterprise solution for preparing companies for expo and conference participation.

A couple of weeks ago Facebook announced it was banning all advertising on Cryptocurrencies. A few days later Google followed suit after heavy pressure from Canada and USA to ban ICO advertising. Google went a step further, banning all activities for Cryptocurrencies and placing major restrictions on Forex Trading and Spread betting. Affiliates will be the hardest hit by both Google for Forex and by both for Facebook.

Regardless of industry, currently it is common practice for both Affiliates and B2C companies to use Facebook to attract mass traffic at a reasonable cost and backing this with retargeting and keyword campaigns on Google. What will happen if Google and Facebook ban all financial trading advertising?

Nicc Lewis, CEO, Expozive

Firstly, organic traffic will still be allowed. Building a strong SEO strategy will be essential for Brokers and Affiliates.

It is a long term strategy that takes a minimum of 6 to 8 months to start seeing good results. The good news is that organic traffic converts better and has higher user value. However the costs are based on man hours, especially on creating good quality content and keeping a growing a network of natural links.

Although Google has a massive inventory, they do not have exclusive real estate. Many media agencies will be able to get banner space for brands. The key is to work on a performance base. Optimization for media buying is usually around 3 to 4 months.

The initial period is unlikely to be on a performance base, meaning upfront investments. The investments are high running to tens of thousands of dollars/euros/pounds. Once optimized the traffic generated should be of a good quality and costs based on performance. Another key factor will be using tracking to operate retargeting through the media networks.

Another useful source of traffic can be via Native Advertising (“People who liked… also liked…”). Although some networks have stopped Financial Trading activity, there are still some big networks with good traffic and inventory. This could be used as a replacement in part for Facebook – generated mass cheap traffic to your real estate so that it can be followed with retargeting on CPC or CPA basis.

Should FX brokers be worried about further restrictions from Facebook and Google? I believe it would be prudent to plan for the worst and start building for the possibility. Even if doomsday does not come, brokers will benefit from a stream of new traffic. In this case it is a no lose situation.

The subject matter and the content of this article are solely the views of the author. FinanceFeeds does not bear any legal responsibility for the content of this article and they do not reflect the viewpoint of FinanceFeeds or its editorial staff.

Read this next

Digital Assets

CFTC Charges Binance and Its Founder, CZ, with Willful Evasion of Federal Law

The Commodity Futures Trading Commission (CFTC) has filed a civil enforcement action against Changpeng Zhao and three entities that operate the Binance platform with numerous violations of the Commodity Exchange Act (CEA) and CFTC regulations.

Institutional FX

Macau announces MCEX exchange for institutional exposure to China’s micro and small businesses

One issue that can’t be overlooked, however, is how transparent can these cash flows be, given the reality of parallel economies in micro and small businesses. 

Digital Assets

Sphynx Ink and OpenSea Partner for “Winkles & Flam” Digital Collectibles

Sphynx Ink Inc. is launching Winkles & Flam, the first cartoon duo in the web3 space, with original hand-drawn art and educational content focused on video game history.

Industry News

Titanium Blockchain CEO sentenced to 4 years in prison for $21m crypto scam

He did not use the invested money as promised but instead commingled the ICO investors’ funds with his personal funds, using at least a portion of the offering proceeds for expenses unrelated to TBIS, such as credit card payments and the payment of bills for his Hawaii condominium.

Industry News

First Citizens acquires Silicon Valley Bank’s deposits and loans

Technically, First Citizens is acquiring Silicon Valley Bridge Bank, National Association, an entity created by the FDIC following the closure of Silicon Valley Bank by the California Department of Financial Protection and Innovation.

Industry News

FXDD named “Most Transparent Broker – Europe” for 2022

Continuing its winning streak, leading brokerage firm FXDD has won the “Most Transparent Broker – Europe” award – granted by the ForexRating.com Awards 2022.

Industry News

The UTIP has launched a reseller program, opening new opportunities to maximize profits

The UTIP Technologies Ltd.  is underway to launch a reseller program. A purpose of the program is to attract new partners, boost a brand awareness and create a unique offer for forex brokers. This allows the reseller to buy and integrate attractively priced UTIP products with their own solutions and expand a range of products for their clients.


Fxview Sheds Light on Technology Enablement

Traders gain control over their activity and capital with low-latency execution.

Digital Assets

Haru Invest secures EU passport via VASP license in Lithuania

“Haru Invest has been growing stronger than ever, even during the volatile market situation, so we are very keen on crypto regulations. Obtaining a VASP registration is one of many milestones for our company, and it will help build trust in the crypto industry for our members by providing secure and compliant digital asset management services.”