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Commanded search visibility With 94% Absolute Top Impression Share in Thailand

At a Glance

6.9 million impressions in Indonesia

Achieved through optimised keyword strategies and strategic budget allocation.

2.9 million impressions in the Philippines

A result of precise audience targeting, high-intent keyword selection, and localised messaging

94% Search Absolute Top Impression Share in Thailand

Achieved through refined ad quality scores and competitive analysis.

6% Click-Through Rate (CTR) in the Philippines

Attributed to the strength of localised ad copy, competitor insights, and continuous A/B testing.

Background

8×8 CPaaS’ homepage

8×8 CPaaS, a subsidiary of 8×8, is a global API-focused software company that provides businesses with communication solutions, including SMS, voice, and video APIs. The company enables organisations to integrate real-time communication features into their applications, improving customer engagement and operational efficiency.

Despite its strong technology offering, 8×8 CPaaS faced significant challenges in lead generation, market expansion, and optimising ad performance across multiple regions, including Thailand, Singapore, and Australia.

In particular, the company struggled with keywords that were too broad, a lack of precision in audience targeting, and the need to localise ad copy and structure across diverse countries.

The Challenge

When 8×8 CPaaS approached the Brew team, we identified the following issues that needed to be addressed:

Lead Generation

8×8 CPaaS needed a steady pipeline of qualified leads to sustain business growth and expand its customer base. The company needed to develop a structured approach to identifying and engaging prospective clients actively searching for API-based communication solutions.

Niche Product Industry

Operating in a specialised sector makes finding and targeting the right audience crucial. Unlike mainstream software-as-a-service (SaaS) products, Communications Platform as a Service (CPaaS) solutions cater to businesses with specific technical needs, requiring precise messaging and strategic positioning.

This necessitates a more data-driven and targeted approach to reach developers, IT decision-makers, and enterprise buyers.

Targeting Multiple Countries

Regulatory requirements, competitive landscapes, and cultural differences impacted how 8×8 CPaaS could market its services in different geographies. As 8×8 CPaaS was looking to expand their brand presence in Thailand and Vietnam, localisation and translation expertise was essential to succeed.

Both markets presented unique challenges, from language barriers to distinct consumer behaviors and preferences. Additionally, marketing efforts had to comply with local advertising standards and cultural sensitivities to ensure relevance and effectiveness. Successfully navigating these factors was crucial for building trust and establishing a strong foothold in these competitive regions.

Our Approach

Brew Interactive crafted a comprehensive media buy strategy, focused on Google ads, that would tackle these challenges head-on by emphasising the following areas:

1. Keyword Optimisation

We conducted comprehensive keyword research to identify high-intent search terms specific to 8×8’s primary communications APIs. This research encompassed both generic and long-tail keywords, strategically tailored to the unique market conditions of the Philippines, Thailand, Singapore, New Zealand, and Australia.

Negative keywords were also incorporated to eliminate irrelevant traffic and improve ad quality scores.

2. Audience Segmentation

Audience segmentation is crucial because it ensures that all marketing efforts are directed toward the most relevant and high-potential users, maximising engagement and conversion rates. For 8×8’s Google Ads campaigns, we implemented granular audience segmentation to tailor messaging and optimize ad performance.

Videos that we created for use in I Can Read’s campaigns for mobile and desktop audiences

To enhance targeting precision, we segmented the audience by industry. This approach allowed us to refine keyword targeting, ensuring that ads reached businesses actively searching for CPaaS solutions.

By aligning ad copy and budget allocation with each industry’s unique pain points and communication needs, we improved ad relevance, click-through rates, and conversion efficiency.

3. Strategic Budget Management

We dynamically allocated ad spend budgets across different countries based on market performance and business priorities. High-performing regions received increased investment, while new markets were carefully tested with controlled budgets to evaluate potential. Cost-per-lead (CPL) metrics were closely monitored and adjusted accordingly to maximise return on investment and maintain a cost-efficient advertising strategy.

4. Product Promotion

Animated video that Brew’s creative team created for 8×8

We developed targeted ad campaigns to drive awareness and adoption for both new and existing 8×8 CPaaS products, including their live Video Interaction platform. Through strategic positioning and messaging, we aimed to generate interest and accelerate customer acquisition for the relevant 8×8 offerings.

4. Ad Copy Localisation & Optimisation

Understanding the importance of localisation, we tailored ad copy to resonate with regional audiences by incorporating local languages and cultural nuances. Specifically, we ran Google Ads in Thai and Vietnamese, ensuring that the messaging was culturally relevant and engaging for these markets.

Additionally, we continuously performed A/B testing for multiple ad variations to identify the best-performing messaging for each market, optimising for click-through rates and conversions based on regional preferences.

4. Google Ads Best Practices

Google Ads offers powerful tools to attract and convert potential customers actively searching for relevant solutions, advanced geographic targeting features to reach the right audience in each regional market, and was crucial in increasing brand awareness and reaching highly specific audiences.

By implementing these tools and strategies, Brew successfully leveraged Google Ads to help 8×8 CPaaS navigate a competitive, specialised market.

To maintain the efficiency and effectiveness of the Google ad campaigns, we continuously monitored and refined ad performance using structured A/B testing. We implemented ad extensions to improve visibility and click-through rates (CTR).

Quality scores were also optimised to reduce cost-per-click (CPC) and improve overall ad efficiency, ensuring that 8×8 CPaaS achieved the best possible results from its campaigns.

Establishing a Stronger Digital Footprint for Sustained Success

Through our comprehensive data-driven approach, we achieved improvements in 8×8 CPaaS’s Google Ads performance and overall brand visibility:

  • 6.9 million impressions in the Indonesia-based Google ads, demonstrating a strong brand presence achieved through a combination of optimised keyword strategies and strategic budget allocation.
  • 2.9 million impressions in the Philippines-based Google ads, thanks to high-intent keyword selection and localised messaging that helped increase ad visibility among businesses seeking communications API solutions.
  • Achieved 94% Search Absolute Top Impression Share in Thailand, ensuring that 8×8 CPaaS ads consistently appeared as the first result for relevant searches in that period.
  • 6% Click-Through Rate (CTR) in the Philippines Google ads performance, attributed to the integration of localised ad copy, strategic use of competitor insights, and continuous A/B testing to refine messaging and call-to-action effectiveness.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

  • SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
  • Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
  • Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
  • Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.

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