Once a forex broker has reached a certain level of maturity—for example, when it has a stable cash flow and strong customer acquisition capabilities—it typically seeks growth through affiliate marketing, IBs, SEO, social media, PR, listings on forex industry websites, and even direct advertising.Among the channels for acquiring customers through advertising, Google and Facebook are two key channels that cannot be overlooked;
Why Google?
- Huge Market Share: According to SimilarWeb data from the January 2023 report on the market share of the most commonly used search engines, Google held a 91.07% market share. This means that, for forex brokers, Google covers virtually the entire target market;
- Google’s powerful search targeting technology and affiliate network enable forex brokers to proactively reach users through keyword-targeted searches, while also leveraging the affiliate network for remarketing to maximize the ROI of their advertising campaigns.
Google Ads Review Policies: Foreign Exchange Edition
Due to the inherent complexity and risks associated with financial products—such as contracts for difference (CFDs), financial spread betting, spot forex, and related forms of speculative products—Google only permits advertising for such products under specific circumstances.
- Advertisers are licensed brokers or information aggregator websites
- Products and advertisements comply with local legal requirements and industry standards
- Accounts are certified by Google
If you wish to run ads in multiple countries or regions, you must submit a separate application for each country or region, or for each group of countries or regions.
The following content is not permitted in ad campaigns:
- Landing pages that provide trading signals for complex speculative financial products
Examples (not limited to): trading signals, tips, or speculative trading information; affiliate marketing websites containing such content or broker reviews;
Google Ads Review Policies: Cryptocurrency Edition
Due to the complex and ever-changing nature of regulations surrounding cryptocurrencies and related products and services, Google only allows advertising for such content under specific circumstances.
1. The following may be promoted in ads: Businesses not related to the purchase, holding, or trading of cryptocurrency, provided they comply with other Google Ads policies.
Examples: Businesses that accept cryptocurrency payments; platforms that operate using blockchain technology but do not market or sell cryptocurrencies or tokens; training materials.
2. Cryptocurrency Exchanges and Cryptocurrency Wallets
Conditions: Advertising for the following cryptocurrency products and services is permitted only if the advertiser is a licensed provider, the products and ads comply with local legal requirements and industry standards, and the account has been verified by Google
3. Prohibited Ads:
- Advertising initial coin offerings (ICOs), DeFi trading protocols, or otherwise promoting the purchase, sale, or trading of cryptocurrencies or related products
- Aggregating or comparing issuers of cryptocurrencies or related products on an ad landing page
Advertising for financial products requires authorization from the Financial Supervisory Commission—what impact will this have on the advertising industry?
Google’s “Financial Services Ad Verification Program” was first launched in the UK in September 2021, requiring local financial services advertisers to obtain authorization from the UK’s FCA or qualify for relevant exemptions. After a pilot phase, Google found a significant decrease in reports of financial fraud ads in the UK.
Here are a few recommendations for forex brokers running Google ads:
- If your budget is limited, we recommend prioritizing search ads;
- Strictly control geographic targeting, prioritizing the broker’s key regions;
- Establish rigorous data monitoring reports to track ad CPAs, such as registration costs and deposit acquisition costs; if development resources are available, integrate with the CRM backend to analyze the overall ROI and ARPU of ad campaigns;
- Make effective use of remarketing to re-engage users who have visited or registered but have not completed a deposit, or those who have not made a transaction in the last 30 days;
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