Boosted organic traffic by 134% while reducing CPC by 37%
At a Glance
74% increase
37% reduction
134% Increase organic traffic
Over 6 million impressions
Exceeded client expectations by
Background
I Can Read is a global leader in English tuition, founded in 2000 to help children with dyslexia overcome reading challenges. Over the years, the organisation has expanded its unique methodology to cater to children of all abilities.
With over 300,000 success stories across 160 centres in 14 markets, I Can Read offers programmes for children aged 2.5 to 11 years, covering early learning through its N1 classes and extending to advanced skills in its ICR Academy programmes.
The Challenge
When I Can Read approached Brew Interactive, they faced several key challenges:
- High Cost Per Lead (CPL): With CPLs exceededing $20 per lead, the team at I Can Read had to contend with inefficient and costly campaigns.
- Inefficient Campaign Structures: The previous agency’s approach involved creating new Google and Meta campaigns for every month, which severely disrupted learning retention and campaign performance.
- Lack of Budget Optimisation: Due to optimisation issues, budget allocation across Google and Meta did not effectively balance the need for brand awareness and lead generation, limiting overall campaign success.
Our Approach
To address these challenges, Brew Interactive completely restructured I Can Read’s digital advertising strategy, ensuring greater efficiency, lower CPL, and sustained performance.
1. Implementing Evergreen Campaigns
We built Evergreen campaigns on both Google and Meta, ensuring continuous performance without constant resets.
We separated evergreen campaigns from branded campaigns, allowing Google Ads to focus on high-performing keywords for consistent lead generation. To maximise efficiency, we dedicated significant effort to identifying and tracking high-performing keywords with the highest conversion rates. By continuously analysing performance data, we ensured that the campaigns prioritised terms that drove the most relevant traffic to I Can Read’s website.
This approach was highly beneficial for I Can Read, as it allowed us to target users with higher intent, such as parents actively searching for English tuition services for their children.
By focusing on these keywords, we reduced wasted ad spend on low-performing terms, improved overall Cost Per Lead (CPL), and ensured that the leads generated were more likely to convert into enrolments.
Meta
An evergreen campaign ensured that learnings from ad performance were retained and leveraged over time, creating a more stable and cost-efficient lead pipeline.
Unlike short-term or frequently reset campaigns, evergreen campaigns allowed us to build on historical data, continuously refining audience targeting, creative messaging, and keyword strategies.
Maintaining a steady lead pipeline, minimises fluctuations in performance and ensures a continuous flow of quality leads. This approach was particularly advantageous for I Can Read, as it provided a consistent framework for optimising performance without losing valuable insights gathered over time.
2. Streamlining Tactical Campaigns
We reorganised I Can Read’s “Open House” and “RoadShow” campaigns by creating sub-campaigns within their existing campaign structures, rather than starting entirely new campaigns each time.
Videos that we created for use in I Can Read’s campaigns for mobile and desktop audiences
This allowed us to keep valuable performance data from past campaigns, ensuring that each new phase benefited from the insights and learnings already collected. By building on these successes, we were able to improve performance, reduce inefficiencies, and drive even better results over time.
3. Strategic Budget Allocation
To complement Google’s efforts, we launched a Meta Lead Generation Campaign using MandarinStars’ video content.
We carefully optimised the budget allocation between Google and Meta, ensuring that both platforms worked synergistically to achieve I Can Read’s objectives.
On Google, we dedicated a sufficient portion of the budget to focus on high-performing keyword clusters, ensuring strong search visibility and a steady stream of high-intent leads.
Meanwhile, on Meta, we allocated resources to achieve broad reach, building brand awareness while also generating independent leads through targeted audience segmentation.
This balanced approach enables us to reach users at different stages of their decision-making journey. By maintaining high search visibility on Google and expanding brand recognition on Meta, we created a holistic digital strategy that ensured efficient use of resources, improved campaign performance, and delivered quality leads for I Can Read.
4. SEO Content Creation
To ensure the campaigns resonated with I Can Read’s target audience, we developed ads featuring eye-catching visuals and engaging copy that highlighted the brand’s unique value propositions. Each creative was carefully tailored to capture the attention of parents seeking quality English tuition for their children, while maintaining alignment with I Can Read’s brand identity.
- Striking Visuals: We used vibrant, family-friendly imagery that showcased happy, confident children engaged in learning, appealing directly to parents’ aspirations for their children’s educational growth.
- Compelling Copy: The ad copy was designed to communicate clear and concise messaging, emphasising the benefits of I Can Read’s programmes.
Visuals that the Brew team created for I Can Read’s ad campaigns
By combining engaging visuals with concise and persuasive messaging, we created ads that not only stood out but also drove strong click-through and conversion rates. This creative approach played a key role in ensuring optimal campaign performance across platforms./p>
Results That Matter
Brew’s strategic approach delivered exceptional results for I Can Read, exceeding client expectations and driving impactful campaign performance:
- 74% increase in Click-Through Rates (CTR): Our optimised campaigns captured audience attention, leading to a significant boost in engagement.
- 37% reduction in Cost-Per-Click (CPC): Improved ad efficiency ensured better cost management while maintaining high-quality traffic.
- 134% increase in organic traffic to I Can Read’s landing page, enhancing visibility and engagement beyond paid campaigns.
- Attracted over 6 million impressions, significantly raising brand awareness among the target audience.
- Reduced Cost Per Lead (CPL) significantly, far surpassing client expectations and delivering exceptional cost efficiency.
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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