After leading platforms left the CIS advertising market in 2022, many companies faced the problem of attracting traffic and sales. However, the issue can be solved by applying an integrated approach that combines SEO, paid traffic, and reputation management.
In this case, BDC Consulting’s client was an iGaming company that ran into user acquisition difficulties. After Google and Facebook left the target market, iGaming traffic fell by 70-85%, and the flow of new registrations almost dried up.
Moreover, the dummy sites (satellites), aka fraudulent copies that steal traffic, invaded the search results for branded queries. Passing themselves off as official websites, they directed users who pressed the registration and other navigation buttons to other iGaming sites.
The campaign’s goal was to find new quality traffic sources, convert them into real deposits, and find effective approaches to combating fraudulent sites. Having made the initial analysis, we proposed and confirmed the following KPIs for 9 months:
End result: in nine months, we attracted 2,955 deposits amounting to almost $1,678,277, increasing our KPI by 300%. At the same time, the ROI of the Paid campaign alone was almost 3,000%.
Based on the team's experience in the iGaming industry and other areas that advertising platforms classify as high-risk, we have chosen the following traffic generation tools:
We launched campaigns in banner ad networks, as well as targeted and context advertising. At the same time, we used several forms of paid promotion.
We used cloaking to run context ads for branded queries and common keywords associated with iGaming.
Deposit amount, USD
Local social networks
In 9 months, we achieved 433 registrations and 288 deposits worth $347,164, spending $15,044.62. The average deposit was $1,205, and the cost per deposit was $52. Thus, the ROI of the campaign came out as 2,207%
At the same time, almost the entire volume of new deposits was received thanks to contex advertising using cloaking, and the result more than doubled the KPI. A programmatic campaign was also used as a test, but it did not prove to be effective in generating immediate results (deposits).
We plan to continue working to gain deposits (including new GEOs) by scaling campaigns in context advertising, as well as by testing new platforms and placement formats.
SEO site network results for 9 months
Deposit amount, $
Grid of branded sites
Other sites: reviewers, competitor brands
In 9 months, we generated 9,424 registrations and 2,432 deposits totaling $1,320,692 while spending $30,045. The average deposit was $543, and the cost per deposit was $12.
Our goal was to monopolize search results making sure that official information about the project prevails and gets the maximum share of traffic. We used a combination of tools to achieve this goal more efficiently.
To monopolize the search results, we created nine new websites with unique content for the project and optimized them for the SEO purposes. We were to monopolize search results using this technique.
Promotion through link building
After analyzing competitors’ sites, we developed a paid links' strategy to promote the newly created pages packed with key queries. For each of the nine sites, about 2,000 various trust links were purchased, including comments, profiles, crowd links, etc.
SERM (reputation management)
Since the iGaming industry is associated with the risks of losing money and negative feedback, it needs to be constantly monitored. The negative feedback is also formed by users who were deceived or lured by satellites to other sites not connected to our client.
To form a positive reputation, the following techniques were used:
Fighting against fraudulent "dummies"
After filing official complaints, three platforms were blocked, and several disappeared from the top 20.
SEO and SERM results
The number of negative brand mentions in the top 20 decreased from 21.43% to 10.45%. The total share of positive mentions accounted for 66.5%; neutral mentions accounted for 18.5% (the remaining 4.5% were the results from the “Other” category). Before the campaign, the “negative+other” indicator was 21.5%.
At the same time, the number of the top 6 appearances of selected queries came down to 7.3% (44 out of 600 results), which is considered a very good SEO result.
Deposit amount, $
YouTube was chosen as one of our experimental channels as a source of shareware organic traffic. The mechanics of attracting players through videos using a branded promo code allowed us to attract deposits in the amount of $10,420, while the costs of generating one deposit came down to about $2.
1. Brand traffic through context advertising and SEO promotion, along with YouTube, are the most effective tools for attracting users and deposits.
2. When working with projects from areas that are subject to strict search engine moderation, it is essential to use the so-called "gray targeting" techniques - cloaking, keyword substitution, etc.
Project promotion when dealing with ad moderation (for crypto, iGaming, etc.) requires a comprehensive approach, careful planning, and constant optimization. If you want to raise the position of your brand and monopolize the search results, contact the BDC Consulting team, and we will be happy to share our experience.