Name of Grant
Rocket Pool Google Adwords
What is the work being proposed?
Expand awareness of Rocket Pool’s offerings, specifically rETH and the process of becoming a node operator. The proposed work involves setting up and managing a Google AdWords campaign targeted at individuals and organizations interested in Ethereum staking.
Is there any related work this builds off of?
This project would build off of any previous marketing efforts aimed at increasing awareness of Rocket Pool. If traditional media buying or digital advertising campaigns have been conducted in the past, those experiences will inform the AdWords strategy, including targeting, messaging, and budget allocation.
Will the results of this project be entirely open source ([MIT]
N/A
Benefit
| Group | Benefits |
|—|—|
| Potential rETH holders | Increase in awareness and understanding of rETH, leading to potential adoption and investment. |
| rETH holders | Enhanced visibility and credibility of Rocket Pool could increase demand for rETH, potentially improving its value and liquidity. |
| Potential NOs | Detailed information and visibility of the process and benefits of becoming a Node Operator (NO) could increase the number of individuals and entities interested in joining the network. |
| NOs | Increased adoption and network growth could lead to more staking and rewards opportunities for existing NOs. |
| Community | Strengthening the Rocket Pool ecosystem, fostering a more vibrant and engaged community. |
| RPL holders | Enhanced brand visibility and network growth could drive the demand for RPL, positively impacting its value. |
Which other non-RPL protocols, DAOs, projects, or individuals, would stand to benefit from this grant?
Ethereum as a whole would benefit from increased staking, I believe.
Work
Who is doing the work?
Me.
What is the background of the person(s) doing the work? What experience do they have with such projects in the past?
20 years in Product Management & Marketing. Most recently averaged spending $800K/mo in 2023 for a live streaming business focused on performance and conversion in the B2C sector.
What is the breakdown of the proposed work, in terms of milestones and/or deadlines?
Account setup - 1 week
Launch & Activation - 1 week
How is the work being tested? Is testing included in the schedule?
Negligible testing is needed since we would only be sending traffic to the main Rocket Pool site. Given our product, there’s no traditional “successful conversion” metric. This would act more as an awareness campaign.
How will the work be maintained after delivery?
Recurring maintenance fee as described below
Costs
Test budget - $50,000
Setup fee - $5,000
Management fee - 25% of Budget
What is the acceptance criteria?
Traffic is being directed to Rocket Pool’s website via Google Adwords
What is the proposed payment schedule for the grant? How much USD $ and over what period of time is the applicant requesting?
Setup fee - Upfront
All other fees - Net 30
Is the applicant requesting RPL or LUSD?
USD for the ad spend since I don’t want to take any upside/downside risk. I’m guessing USD might be difficult, so USDC would be fine.
RPL for all other work is fine.
How will the GMC verify that the work delivered matches the proposed cadence?
Google Analytics will have this information, invoices will be provided, users can be added to the Adwords account
What alternatives or options have been considered in order to save costs for the proposed project?
Optionally, we could target specific sites, but I feel that would be a different proposal.
Conflict of Interest
Does the person or persons proposing the grant have any conflicts of interest to disclose? (Please disclose here if you are a member of the GMC or if any member of the GMC would benefit directly financially from the grant).
No
Will the recipient of the grant, or any protocol or project in which the recipient has a vested interest (other than Rocket Pool), benefit financially if the grant is successful?
No
Concerns
I know Google was going to start letting crypto ads on to the platform, but it’s not clear to me that we will be allowed. Updates to Cryptocurrencies and related products policy (December 2023) - Advertising Policies Help (google.com)
I don’t see any ads when searching for Ethereum, Lido, etc. - so it may indicate that this may not be allowed by Google. Alternatively, we could pivot to Facebook/Bing/Reddit. Reddit is likely the best fit for us.