# SW Capital ShillShop

## November Push

- User Acquisition Funnel ($36k)
- Copywriting
- Psychographic Exploration
- Explainer Video
- Design
- Development
- Build Project, DevOps, Hosting etc
- Split Test Capability Feature
- User Capture Features
- Tracking analytics
- potential dapp integration
- project & client managers
- GeoFencing (On ads - free)

- Web3 Media Buys (~60k ad spend) ($26k)
- CoinGecko & Google: $26,000 - November Advertising Launch & Mgmt
- Podcats (Not enough ramp up time to secure placements)
- Coin Market Cap (Sold Out)
- Etherscan (Opaque rates, we will discover over time, all placements are text ads so will be less to manage, ~$8k)

## Media Breakdowns

Coingecko has a custom self serve platform that delivers preferred access to CoinGecko inventory, but uses the Google Ads platform to deliver the ads.

Run of network (any visitor from any country) costs an $8.00 USD CPM payable in BTC, ETH, or USD.

$20,000 (~1/3 of marketing budget) would generate ~2,500,000 impressions.
Most banner ads have a clickthrough rate of about 0.5%.
This means we should expect to see 12,500 coingecko users visit the page.

Geotargeting (There is no 'exclude' option and any excluded countries require the inverse to be positively selected) increases CPM to $11.

$20,000 (~1/3 of marketing budget) would generate ~1,818,000 impressions.
Most banner ads have a clickthrough rate of about 0.5%.
This means we should expect to see 9,090 coingecko users visit the page.

There are three placements, 'Leaderboard', 'Medium Rectangle', and 'Mobile Leaderboard' all with the same cost.

- Sizes (px)
- Leaderboard: 728w 90h
- Medium Rectangle: 300w 250h
- Mobile Leaderboard: 320w 50h

Each placement should have no less than 5 (15 total) creatives ready at launch, adding more each week as we review results to improve the clickthrough rate and attempt to beat the expected visitor number.

Developing creative hooks and the graphics required takes some time, so maybe an initial cost of 5 Archer hours, 5 Scribe hours, and 1-2 Media Buying hours.

- Launch
- 5 Archer Hours
- 5 Scribe Hours
- 1 - 2 Media Buying Hours
- Weekly
- 4 Archer Hours
- 4 Scribe Hours
- 3 Media Buying Hours
- Total
- 25 Archer Hours
- 25 Scribe Hours
- 13 - 14 Media Buying Hours

If selected with YouTube ads, the scribe hours listed here can be rolled into the hours listed in the YouTube ads section.

## Coin Market Cap

Advertising inventory is currently unavailable.

## Etherscan

Etherscan has opaque rates, and may not have available inventory currently.
Getting a quote on advertising requires having the site reviewed and approved for advertising.

- Application
- 2 Monk Hours

## Google Ads

CPMs are lower than CoinGecko and dependent on targeting parameters.

There are requirements to advertise with them, and this is also how we access Youtube ads.

The advertising requirements should be considered when producing ads for this.

- Launch
- 7 Archer Hours
- 7 Scribe Hours
- 2-3 Media Buying Hours
- 3-5 Rogue Hours (Compliance)
- Weekly
- 5 Archer Hours
- 5 Scribe Hours
- 4 Media Buying Hours
- 2 Rogue Hours (Compliance)
- Total
- 30 Archer Hours
- 30 Scribe Hours
- 18 Media Buying Hours
- 10 Rogue Hours

## Podcasts
How far in advance does each influential podcast book placements?
Is it useful to explore placements for this run? We still need to explore.

## CoinGecko + Google Ads Time + Cost Estimates

- Launch
- ~7 Archer Hours
- ~7 Scribe Hours
- ~6 Media Buying Hours
- ~3-5 Rogue Hours (Compliance)
- Weekly
- ~5 Archer Hours
- ~5 Scribe Hours
- ~8 Media Buying Hours
- ~2 Rogue Hours (Compliance)
- Total
- $26,000 incl Account & Project Management
- ~30 Archer Hours - $4,500
- ~30 Scribe Hours - $6,000
- ~40 Media Buying Hours - $6,000
- ~10 Rogue Hours - $3,000