CASE STUDY

Mr. Holmes Bakehouse : Achieved a 30% increase in Return on Advertising Spend (ROAS) from Month 1 to Month 3 and reduced the cost per click to Location Map to $0.30.

Background

Established in 2014, Mr. Holmes Bakehouse is a San Francisco-based craft bakery that specialises in the pastries known as cruffins and other baked goods. They have a total of five outlets located throughout Singapore in Pacific Plaza, the MYP Centre, Rochester, Orchard Central, and Mandai Wildlife West.

At a Glance

Return on Ad Spend
30% increase in Return on Ad Spend (ROAS)

Cost per click
Reduced cost per click to $0.30

Client Satisfaction
Improved client satisfaction

Challenges

When Mr. Holmes Bakehouse (MHB) approached Lite Brew, their primary goal was to expand their market reach within the high-end bakery sector, striving to achieve this with a limited budget. The challenges they faced included:

Narrow Target Market: MHB was operating within a very narrow niche market, targeting the high-end segment. This limited their potential customer base and made it challenging to scale their business effectively.
Budget Constraints: With a low budget for marketing and expansion efforts, MHB was faced with the challenge of maximising their return on investment. This required innovative and cost-effective strategies to reach their desired audience without compromising on the quality of their outreach efforts.

These issues presented significant hurdles for MHB in their pursuit to broaden their customer base and enhance their market position in the competitive bakery industry.

Our Approach

Launched Multi-Platform Ad Campaigns

In our strategic collaboration with Mr. Holmes Bakehouse (MHB), we understood the necessity of expanding our marketing approaches to effectively reach and engage with their target audience.

Consequently, we initiated targeted advertising campaigns across Google AdWords, Facebook, and TikTok. After a detailed process of research, testing, and optimization across these platforms, we came to the conclusion that ads on Google AdWords and Facebook produced the most conversions.

To that end, we advised MHB to run sales ads on Facebook and Google only. Lite Brew also introduced a number of optimisations to further improve ad conversions.

Extensive Keyword Research

Our keyword research process was exhaustive and detailed, leveraging advanced tools and analytics to uncover the terms and phrases most relevant to MHB’s target market. We focused on identifying keywords that potential customers were using in their search queries when looking for high-quality baked goods.

This step was crucial for optimising our Google AdWords campaigns, ensuring that our ads appeared in front of users with a demonstrated interest in upscale bakery items. By targeting these specific keywords, we significantly increased the relevance and effectiveness of our ads, leading to higher click-through rates and more efficient use of our advertising budget.

Highly- Detailed Audience Research

Similarly, our audience research was tailored to understand the demographics, interests, and online behaviours of MHB’s potential customers. On platforms like Facebook where user interests and engagement can be intricately mapped, we employed sophisticated segmentation and targeting strategies.

This involved analysing data on users’ online activities, preferences, and interactions with content related to the bakery industry and high-end food products. By doing so, we could craft personalised ad campaigns that resonated deeply with our target audience, enhancing the likelihood of engagement and conversion.

To effectively engage Mr. Holmes Bakehouse’s target audience on Facebook, we strategically combined sharp, compelling copy with vibrant, attractive visuals. Our approach was aimed at instantly capturing interest with copy that succinctly conveys MHB’s premium brand essence and value proposition.

Paired with visually appealing images that highlight the artisanal quality and aesthetic appeal of MHB’s baked goods, this strategy was designed to intrigue and entice potential customers.

The careful blend of engaging text and striking imagery not only distinguishes MHB’s ads from competitors but also significantly enhances ad effectiveness, encouraging higher engagement rates and fostering better conversion outcomes.

Baking up Success for Mr. Holmes Bakehouse

Lite Brew’s highly targeted approach for Mr. Holmes Bakehouse would prove to be highly beneficial for the company.

We helped them achieve a return on ad spend (ROAS) of 30%, which signifies that for every dollar spent on advertising, MHB gained $1.30 in revenue.

An ROAS of 30% is particularly commendable in the context of the high-end bakery market, where precise targeting and standout marketing efforts are crucial for cutting through the noise and reaching a discerning customer base.

It reflects the effectiveness of our meticulously crafted campaigns, demonstrating not only a positive return on MHB’s marketing investments but also showcasing our ability to drive significant business growth and brand engagement.

Furthermore, we managed to achieve a cost per click (CPC) to the Location Map of $0.30, which is 86% lower than industry benchmarks. A significantly lower CPC underscores the efficiency of our ad placements and targeting precision. And it also highlights our ability to drive substantial traffic to MHB’s physical location at a fraction of the typical cost.

This achievement further reflects the success of our marketing strategy, demonstrating our expertise in optimising ad spend to maximise business outcomes and brand visibility for MHB.

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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CASE STUDY

Background

At a Glance

Challenges