How Ninja Promo Boosted Crypto Media Traffic by 40%: A Full Case Study

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Initial Challenges and Strategic Shifts

Upon starting the project in November 2023, we encountered unexpected hurdles due to initial misunderstandings about the client’s needs. Initially, the client and Ninja Promo discussed services such as public relations, search advertising, and LinkedIn outreach. However, it quickly became apparent that the client had internal capabilities for these services, making Ninja Promo’s initial proposed solutions redundant.

Additionally, there were managerial changes within the client’s organization, which led to communication gaps and further complicated the early stages of the project. We navigated these uncertainties by maintaining close communication and regularly reevaluating the client’s requirements. After several months of strategy refinement, the focus shifted decisively to technical SEO and targeted advertising, areas where the client genuinely lacked expertise and required external assistance.

This strategic pivot was crucial, allowing Ninja Promo to allocate our subscription hours more effectively. By aligning with areas of true client need—particularly technical SEO and optimized advertising strategies—we were able to deliver substantial value and significantly enhance the client’s online visibility and campaign effectiveness.

Identifying Technical Issues

We have run an extensive technical audit. It revealed significant SEO issues that were negatively impacting the website’s visibility and overall performance:

• Poor indexing and frequent drops in tag page rankings caused by inconsistent and incomplete metadata, along with the absence of canonical tags, making it difficult for search engines to properly identify and rank content.
• Extensive technical errors, including multiple instances of duplicate pages due to incorrectly set URL parameters and dynamically generated redundant content, which diluted the website’s authority and led to indexing confusion.
• Multiple H1 tags on the homepage, a significant issue in SEO best practices, created confusion for search engine crawlers regarding content hierarchy and page focus.
• An overly reactive content strategy heavily dependent on cryptocurrency news cycles, resulting in significant fluctuations in organic traffic and a lack of consistent, sustainable evergreen content.
• Inferior internal linking structures, reducing the potential visibility and SEO strength of key pages, coupled with a noticeable lack of high-authority external backlinks to reinforce domain credibility.
• Content that often lacked originality, being heavily reliant on third-party sources without sufficient value-add, diminishing the site’s potential to rank competitively for targeted keywords.

Advertising Challenges and Innovations

One of the major challenges for us on this project were client’s international advertising campaigns. They faced significant regulatory and technical hurdles. Initially, campaigns targeted cost-effective markets such as Thailand, Malaysia, Japan, and Vietnam. However, We encountered strict advertising regulations, particularly in Japan, where rigorous moderation often prevented ads from being successfully launched. Additionally, the provided creative assets regularly violated Facebook’s stringent advertising policies, leading to frequent ad rejections and account bans.

The only ad approved by Facebook algorithms

To overcome these challenges, we implemented innovative solutions:

• Thoroughly analyzed and optimized creative assets by strategically adjusting and combining provided texts to ensure compliance with Facebook’s advertising policies while preserving core messaging and appeal.
• Leveraged advanced targeting techniques, including audience segmentation by demographics and interests, to maximize campaign efficiency and relevance.
• Developed a proactive moderation strategy, creating multiple ad account backups and rapidly transitioning campaigns between accounts to maintain continuity when bans occurred.
• Employed sophisticated cloaking methods for particularly challenging markets, like Malaysia, to comply with regional regulatory constraints and successfully reach target audiences without triggering moderation bans.

Example of an updated banner by our recommendations

These innovations enabled the continuous and effective delivery of advertising campaigns despite stringent platform and country-specific constraints, significantly enhancing audience reach and overall campaign performance.

Creative and Technical Optimization

Another major issue was execution of rigorous creative and technical optimization strategies to overcome regulatory challenges and maintain effective campaign performance. We systematically tested multiple versions of ad creatives, headlines, and descriptions provided by the client, meticulously assessing performance metrics to identify the most effective combinations. When faced with frequent moderation issues, particularly on platforms like Facebook, the team strategically modified and combined content elements to achieve compliance without sacrificing engagement or message integrity.

Additionally, we utilized detailed audience analytics to refine demographic targeting continuously. They optimized audience segments based on geographic data, interests, behavior patterns, and engagement history, ensuring advertisements reached the most receptive audience segments effectively. Technical optimization included sophisticated cloaking techniques, allowing us to present compliant landing pages to moderators while delivering fully functional, targeted landing pages to legitimate users. This dual strategy was crucial in navigating complex advertising regulations, especially in stringent markets like Malaysia and Japan.

Advertising Campaign Performance

Our optimization efforts significantly enhanced the advertising campaign’s performance. The campaign began with a relatively high cost-per-click (CPC), initially averaging around 45 cents. 

First results – May, 2024

Through consistent monitoring, iterative A/B testing, and audience refinement, CPC rates decreased dramatically, reaching as low as 2 cents per click over several months.

In addition to reducing costs, we carefully analyzed key performance indicators such as click-through rates (CTR), audience engagement metrics, and overall return on investment (ROI). Audience targeting was continuously fine-tuned to address audience fatigue, particularly in regions with prolonged exposure to the campaigns, like Malaysia. This proactive management ensured sustained audience engagement and prevented significant declines in performance metrics.

Regularly refreshed creative assets and timely strategic shifts in advertising approaches contributed to maintaining high levels of user interest. These combined efforts not only increased overall click volumes but also significantly improved the quality of traffic directed to the client’s website, thereby contributing directly to higher conversion potentials and better overall advertising efficiency.

Results and Client Satisfaction

Our strategic and comprehensive approach delivered significant results that surpassed client expectations:

• Organic traffic increased by more than 40% within six months, driven by enhanced SEO strategies and improved content visibility.
  
  Traffic trend from May to November
  
• Tag pages experienced substantial improvements in search rankings, stabilizing within top search results for high-competition keywords, thereby boosting visibility and attracting consistent user traffic.
• Website user experience significantly improved, evidenced by increased session durations, lower bounce rates, and greater user engagement. Enhanced page load speeds and improved navigational structure contributed directly to these outcomes.
• Advertising campaigns achieved outstanding efficiency, with the cost-per-click (CPC) dramatically reduced from an initial average of 28 cents to as low as 2 cents per click, reflecting a highly optimized PPC strategy.
  
  CPC trend from May to November 2024

The client expressed exceptional satisfaction with these outcomes, promptly renewing their contract and further expanding their partnership with Ninja Promo by entrusting the agency with an additional website’s optimization. This continued collaboration underscores the effectiveness of Ninja Promo’s adaptive approach, its expertise in managing complex international SEO and advertising challenges, and its ability to deliver substantial, measurable business results.