Background

MoneyOwl is a financial advisory firm in Singapore, offering a variety of services including:

Insurance Comparison: Helping clients compare and find the best insurance policies based on their unique needs.
Bionic Financial Planning: Through an AI-driven advisor, MoneyOwl provides clients with comprehensive financial plans based on their current financial situation and future goals.
Investment Solutions: Tailored investment strategies designed for individuals with varying levels of financial literacy, offering options based on risk tolerance and financial targets.

MoneyOwl aimed to make financial planning and investing more accessible, regardless of a person’s financial background. However, they faced significant challenges in driving conversions and reducing acquisition costs through their digital campaigns.

Client Testimonial

“Brew Interactive is an agency that truly excels in performance marketing. Based in Singapore, their dedication to achieving outstanding results and expertise in data-driven strategies make them a remarkable partner.

Communication is also seamless with Brew Interactive. They keep us well-informed about our campaigns, ensuring transparency and responsiveness throughout.

Special mention to Slavina, our dedicated project lead at Brew Interactive. Her expertise, attention to detail, and proactive approach have played a pivotal role in our work with Brew Interactive.”

Vincent Wee,

Head, Marketing & Head of Growth Marketing, Corporate Business

The Challenge

When Brew Interactive took over the MoneyOwl account, there were several critical issues hindering performance:

Our Approach

To overcome these challenges, Brew Interactive implemented a comprehensive strategy to restructure the campaigns, redefine audience targeting, and optimise creative assets across multiple platforms:

1. Simplified Campaign Structure

We overhauled MoneyOwl’s overcomplicated campaign structure, streamlining it to make management and optimization more effective. By restructuring the campaigns into clear, goal-oriented segments, we were able to track and optimise performance more efficiently.

Simultaneously, Brew’s project lead organised weekly meetings with MoneyOwl’s team to discuss the number and quality of leads that were being received. These engagements allowed the Brew team to quickly identify any potential issues and propose fixes/optimisations to improve campaign performance.

2. Clearly Defined Audience Segmentation

To maximise efficiency on ad spend and improve targeting, Brew implemented a more structured and strategic segmentation approach. We began by categorising audiences based on their specific needs and behaviours, allowing us to deliver ads to the right people at the appropriate stages of their financial journey.

This involved creating distinct segments for users interested in insurance, financial planning, and investments, enabling us to craft personalised messaging that resonated with each group. The result was improved engagement and a more efficient use of the advertising budget.

4. Fresh Ad Visuals

We created fresh static visuals for use across Google Display Ads, Meta, and programmatic advertising. These visuals were designed to be punchy and eye-catching, ensuring they grabbed attention in crowded digital spaces.

Each ad was crafted to highlight MoneyOwl’s services, with bold messaging to communicate the benefits of their bionic financial planning tool, insurance comparison, and investment strategies.

We also capitalised on the “cute factor” of MoneyOwl’s mascot by featuring it prominently across all ads. This endearing and recognisable owl served as a visual anchor, making the ads instantly identifiable and memorable.

Beyond its recognisability, the mascot helped create a friendly and approachable brand image, which resonated well with audiences.

By focusing on clear, impactful designs, we were able to attract and engage users, driving them to explore MoneyOwl’s offerings. The ads also featured strong calls-to-action, encouraging users to take the next step, whether that was signing up for financial planning or comparing insurance options.

5. Multi-Platform Campaigns

We ran campaigns across Meta, Google, and along with programmatic ads to broaden the reach while optimising each platform’s strengths:

We chose Meta to target users who were in need of insurance and financial planning but might not have actively sought out those services yet. Meta’s demographic and interest-based targeting allowed us to engage a broad audience, many of whom were unaware of MoneyOwl’s offerings.

We used static visuals to capture attention and drive interest. By testing various ad copies, we identified the most effective messaging that resonated with these users, leading to improved click-through rates (CTR) and engagement.

Google Ads was ideal for targeting high-intent users—people actively searching for solutions like insurance, financial planning, and investment services. After optimising the search campaigns with a focus on insurance-related keywords, we gained significant traction.

The introduction of Performance Max (P-MAX) allowed us to further enhance performance by automating bidding strategies and expanding reach to users with high purchase intent, resulting in improved conversions.

Our placements focused on sites with strong conversion potential, while also targeting those that delivered high click-through rates (CTR).

This approach allowed us to maximise both brand awareness and engagement, ultimately helping to expand MoneyOwl’s reach and acquire new leads efficiently.

Results That Matters:
Streamlining for Success

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.

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Background

Client Testimonial

The Challenge