Consider a global and open alternative to all of your financial services (savings, credit, commerce, insurance, and so on) that anyone with a smartphone and an internet connection can use. With smart contract blockchains like Ethereum, this is possible. These applications are now referred to as “decentralized apps,” or “dapps.” A decentralized entity or enterprise, rather than a single centralized entity or enterprise, creates and controls a DApp. (Brace yourself to hear the terms “Dapp” and “DeFi” a lot.)

What are DeFi Apps?

Decentralized finance (DeFi) is a new financial technology that is based on secure blockchain technology, similar to that used by cryptocurrencies. The system eliminates banks’ and institutions’ centralized control over money, financial products, and financial services. DeFi apps refer to blockchain-based financial applications that enable digital transactions between multiple parties. Uniswap and Curve Finance are two of the most popular DeFi applications.

What distinguishes DeFi from traditional banking? Know your customer (KYC) is central to traditional banking. With DeFi, a customer can frequently remain anonymous and conceal their identity. The elimination of the autocratic system, bureaucracy, frauds, and restrictions that have been normalized in the traditional financial system is the highlight of DeFi.

Growth Potential


The steep growth indicates that in the coming years, all financial services currently used in the fiat money system may be rebuilt for the crypto ecosystem. The DeFi space will initially lag behind the financial services industry. However, it is even hard to imagine what innovations will emerge over time as the ability to build financial services becomes more accessible. The future appears to be crypto-positive, and the wise move is to enter the market before it reaches its peak. The first step to entering the crypto world is to learn about the market and start crypto trading.

How To Get There? 

According to the graph, DeFi apps hold a total value of $100 billion to $125 billion, whereas in the world more than $40 trillion, whether fiat money or digital, is still in operation with the traditional financial/banking system. DeFi Apps must market themselves better in order to reverse these statistics and capture a larger market. A broader reach across various market segments and target audiences will increase awareness of this fantastic product.

What is PPC Marketing?

PPC is an abbreviation for Pay-Per-Click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. PPC advertising is ideal for small businesses because you can decide how much you’re willing to spend on each keyword, giving you control over how much you’ll spend when your ads appear. In essence, this ensures that the money you spend on advertising isn’t squandered because you’re more likely to attract people who are interested in your product.

Platforms That Offer PPCM

These platforms offer paid advertising options for businesses to direct users’ attention to a specific brand or product page.

  • Google Ads
  • Microsoft Ads
  • YouTube
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • Pinterest


A successful marketing plan on the above-mentioned platforms and the 4 basic milestones in the process of PPCM are:

  1. Bidding for a set of keywords.
  2. Setting up a budget and defining a timeframe for spend.
  3. Deciding the placement of the advertisement.
  4. Creating content assets of the advertisement for platform approval.

For instance, if you bid on the keyword “DeFi Apps,” your ad may appear near the top of the Google search results page. Every time your ad is clicked and a visitor is directed to your website, you must pay a small fee to the search engine.

Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging less for ad clicks. Google will charge you less per click if your ads and landing pages are useful and satisfying to users.

How Can PPC Marketing Help DeFi Apps?

Any paper marketing instrument, such as a newspaper, hoardings, banners, or pamphlets, is both expensive and ineffective because it lacks the ability to target specific audiences. Although digital marketing channels outperform traditional media, Pay Per Click Marketing may be the most effective of all.

Previously, it was unclear whether every penny spent on advertising resulted in a fruitful visitor/sale, but PPC marketing allows you to structure your advertising budget. According to Statista data, search PPC ranks high among all forms of online marketing, with up to 20% of respondents claiming that it provides the best ROI in their digital marketing strategy.

PPCM Offers What DeFi Needs

1. Targeting a Specific Audience

PPC advertising is very specific. When compared to other media, DeFi Apps can post the relevant ad with a link to a destination web page that is only displayed when a user of a search engine types in a keyword (or the ad appears on the content network, triggered by relevant content on a publisher’s page). DeFi apps can try to focus on YouTube by using Google’s PPC “promoted video” option. Users who respond to a specific keyword or read related content have higher intent and are more likely to become good-quality leads.

2. Competitive Placing & Exposure

The placement of an advertisement can have a significant impact. Increase your visibility and positioning. PPC allows you to place ads on sites that your users frequently visit, such as search engines and social networks. You must target the top spots in search engines like Google.

3. Cost-Effective & Instant Traffic

DeFi Apps can have complete control over every aspect of the campaign, including the title, ad copy, as well as keywords and keyword matching options. There is no minimum spend, and you can set maximum monthly budgets on an account-wide or campaign-by-campaign basis. You specify the maximum amount you are willing to pay per click for each ad. This can help in utilizing most of the advertising budget. After all, instant traffic is the ultimate goal of paid ads.

4. Higher CTRs & Conversions

When DeFi Apps are attempting to increase click-through-rate, there are numerous factors to consider (CTR). The method used to increase CTR is determined by where you want to increase CTR. Consider which hashtags might help you expand your reach if you have a low CTR on a social media channel such as Facebook or Twitter. Pay close attention to your headline and copy; use one or two focus keywords in your headlines and copy.

The Final Word

PPC marketing is a great way to promote your DeFi app. It’s a straightforward but effective digital marketing strategy to promote your product, drive traffic to your website, and ultimately increase sales. Each PPC account is unique and needs to leverage different features and strategies, but keeping the above factors in mind can help you nail your PPC strategy for your DeFi app marketing in 2023.


Virginia Andrus is an independent Digital Marketing Consultant with a total of 6+ years of experience.