Binance案例研究

Binance needed to acquire verified new traders in target markets through a channel that could reach crypto-active users with sufficient precision to justify the cost at scale. Four obstacles defined what that required:

Key Obstacles

• Platform restrictions: Google and Meta restrict crypto exchange advertising in several of Binance's key acquisition markets, limiting reach on the highest-volume paid channels.
• Audience depth: Reaching retail investors with demonstrated crypto intent required more than interest-based targeting. Broad networks could not identify wallet-active users at the segment level.
• Retargeting infrastructure: Converting users who had already engaged with Binance required a platform capable of building and activating a verified retargeting audience within a crypto-native environment.
• Conversion efficiency: The campaign needed to demonstrate CPA efficiency across both cold prospecting and warm retargeting to justify ongoing investment in the channel.

Standard programmatic networks served Binance impressions to broad financial interest audiences rather than verified crypto participants. Google and Meta imposed advertising restrictions in several target markets, and broad retargeting networks lacked the crypto-native publisher environment needed to reach users already evaluating exchanges. Blockchain-Ads provided the wallet-level targeting and retargeting infrastructure Binance needed through four capabilities:

• Middle-of-funnel audience targeting: The Retail Investors (MOF) segment reached crypto-active users who had demonstrated investment intent through verified on-chain behaviour.
• Retargeting capability: A dedicated retargeting campaign activated warm audiences separately from cold prospecting, allowing spend and CPA to be read independently across funnel stages.
• Crypto-native publisher inventory: Ads ran in environments where the audience was already consuming crypto content and actively evaluating trading platforms.
• Engagement quality signal: The platform provided time-on-site and bounce rate data at the campaign level, enabling creative and audience quality to be assessed beyond click volume alone.

经过30天的优化，该活动取得了显著成果：

• 新用户：前30天获得了4,600名新交易者
• 交易量：产生了超过494,000美元
• 广告支出：25,000美元
• 广告支出回报率：19.78倍

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• 针对活跃钱包确保了与已经参与加密货币交易和交易活动的用户的互动。
• 专注于永续交易者吸引了熟悉高级交易功能和大交易量的经验丰富的用户。
• 在APAC地区的地理定位集中了努力，在加密货币采用率支持高端交易所平台的地方。

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Binance对活跃钱包和永续交易者的战略定位带来了卓越的用户获取成果。该活动专注于经验丰富的加密用户，实现了具有强劲交易量的高质量注册。在APAC市场的地理集中最大化了参与度，有效推动了平台的可持续增长。

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The retargeting campaign scaled as the primary conversion driver in the final phase. It delivered 39 of 95 total verified conversions at a CPA of $41, less than half the prospecting CPA of $125. Retargeting users spent an average of 1 minute 57 seconds on site against 19 seconds for cold prospecting traffic. The campaign closed with 4,100 new traders acquired, $170,848 in attributed trading volume.