Omega Digital

THE CHALLENGE

Vietnam was celebrating the lunar new year when news started to trickle out of China about COVID-19. Two weeks later, schools across Vietnam were closed and the country entered a nationwide lockdown.

With out-of-home (OOH) advertising no longer an option and the advertising budget cut, the spotlight was now on us to generate even MORE leads with LESS budget.

THE SOLUTION

After the pandemic hit, competition in the Google Ads space was at an all-time high due to international schools’ shift to digital advertising and parents’ apprehension about the future, with their eyes being glued to any news about COVID-19.

This resulted in nearly a 50% drop in search volume for international schools practically overnight.

This meant it was time for something new.

First, we changed the ad and landing page copy, adopting an optimistic tone that focused on preparing children for the future through continuous learning whether in-school or at-home.

Then, to stay ahead of the competition we began employing a number of tools to pre-empt any rise or fall in search volume.

Lastly, we segmented all three schools’ campaigns by language and grade level, meaning we had to create a lot more ad campaigns and landing pages for all three schools.

This was all done in the matter of days.

Not weeks or months, thanks to Omega’s Triple-A service being agile, adaptable, and aligned.

THE RESULTS

Over the course of the 2019-2020 academic year, we generated a total of 1,370 leads, with 51% of these leads converting into full inquiries, for a total of 699 inquiries.

Between the three schools, our work directly accounted for 89.12% of all digital leads of the project.

Our ads and landing pages didn’t just generate leads though:

41 direct inquiries.

382 applications.

142 phone calls.

We know what we’re doing when it comes to generating leads for the education sector.

We’re daring, dedicated, and dynamic, and that’s why our clients didn’t just survive COVID-19, they thrived.

THE CHALLENGE

ISSP’s organic traffic was well behind the international school market in Ho Chi Minh City and their inquiry form submission rate was abysmal.

It gets worse:

ISSP’s website was a carbon copy of its sister school’s, which was interfering with brand positioning.

THE SOLUTION

We determined the most important pages to display to users by analyzing ISSP’s most visited pages in 2019.

This left us with 15 pages.

We deleted any remaining pages and redirected those URLs to the 15 pages of value to increase the likelihood of a conversion.

Next, the menu.

We simplified the names of each menu item to be as clear and concise as possible whil reducing them to just three items, plus a link to the new “Contact Us” landing page.

This makes navigation through the site easier for users so that they get to where they want on the site as fast and easy as possible.

But, most importantly:

The new “Quick Links” menu item consolidated all the landing pages into one submenu, making the path towards conversions on the website clear and easy for users.

THE HOMEPAGE

We designed the new homepage with a cover video and subtle animations to attract and hold visitors’ attention while skimming the page.

This increases time-on-page and decreases bounce rate, both of which are SEO ranking factors that increase organic traffic.

Next, we included a testimonials section, which the old site was lacking.

We did this because parent testimonials are one of the most powerful forms of social proof for schools.

These testimonials help increase conversions as well.

CONCLUSION

As you can see, the smallest design decisions add up to make a big impact on your website’s conversion rate.

Unlike most web design agencies, Omega Digital places a heavy emphasis on search engine optimization (SEO) and conversion rate optimization (CRO).

This leads to websites that not only look amazing but perform better than ever before too.

You can take a look at the live version of ISSP’s new website here.

THE CHALLENGE

ISHCMC’s marketing department lives and dies by the number of inquiries they receive.

But, their organic traffic started to decline after the August 1st, 2018 Google Broad Core Algorithm Update.

But, the worst part was this:

They had no idea why this was happening, they weren’t even aware of the algorithm update from Google.

THE SOLUTION

As with most of our SEO clients, the first step was our AUDIT – SEO – ADVANCED service.

What we found during the audit was not good.

To start with, over 80% of the images on the ISHCMC website were over 100 KB in size.

This issue alone was dragging the site’s speed down a ton.

Pagespeed is not only an important ranking factor but one of the most important UX factors as well.

Think about it:

When was the last time you waited for a website to load more than 3 to 5 seconds?

The other biggest problem was ISHCMC’s backlink profile.

There were many suspicious websites linking back to the ISHCMC website.

So many in fact, that we were convinced that ISHCMC was the victim of “negative SEO”.

Luckily, it wasn’t all bad news.

Both of these issues are easy to fix and can improve a site’s performance significantly once resolved.

After the SEO audit was done, we then proceeded to fix all their site’s issues that were found through our audit, and the results of those fixes can be seen below.

THE RESULTS

Once the issues were all fixed, ISHCMC’s organic traffic saw a significant increase of 64%.

ISHCMC was happy with the results of the fixes from our SEO audit, so we carried on with our monthly OPTIMIZE – SEO – ESSENTIAL service to continue the growth.

As a result of this service, ISHCMC’s organic traffic continued to grow.

It even survived the 5 different Google algorithm updates of 2019, and continues to grow to this day thanks to our efforts.

But in the end, organic traffic isn’t all that matters.

Most importantly, ISHCMC’s organic website inquiries increased by 23% in 2019 as a result of our SEO efforts.

THE CHALLENGE

Vespa Adventures was spending thousands of dollars on Google Ads each quarter, yet they never knew if they were getting a return on ad spend.

Why?

They were tracking conflicting conversion actions, adding competing keywords within the same campaigns, and much more.

THE SOLUTION

We set Vespa Adventures up with a subscription to our ADVERTISE - ESSENTIAL - GOOGLE service and got to work on the first step - a historical performance review.

After untangling the confusing web of conversions and keywords, we found the biggest problem.

Vespa Adventures was tracking conversion actions that were not even purchases.

This was bad because they were also using automated bid strategies.

So, they were optimizing their campaigns around conversions that held no value for their business.

What did we do to fix this?

We identified the one conversion action that held a monetary value.

Then, we deleted all the other conversion actions.

This is how we optimized the account to focus only on the one conversion action that mattered - a sale.

Next, we took a look at the keywords and ads in their past campaigns.

This didn't help much since there was no rhyme or reason to their keyword strategy.

It got worse:

There wasn't any split-testing of their ads.

There wasn't even any audience or demographic targeting!

So, what were we supposed to do with this mess?

With a Google Ads account as unorganized as this, we knew it was best to start from scratch.

We chose to create only Search ads, due to Vespa Adventures' limited budget and desire for sales.

These campaigns now had a standardized naming scheme, were segmented by location, and then further segmented by keyword.

Each campaign contained only one keyword.

This allowed us to create ads that were hyper-targeted and thus, performed much better.

You can see just how much better by reading the results below.

THE RESULTS

After only one month, we achieved a 153% increase in purchases from Google Ads with 65% less ad spend.

THE CHALLENGE
BiaCraft Artisan Ales struggled with generating local awareness of new outlet openings.

With ambitious expansion plans for the brand on the horizon, this problem had the potential to become even worse for BiaCraft in a short time.

Realizing this, Tim, the CEO, reached out to us for help.

They needed marketing campaigns for 2 new location launches in November & December of 2018.

THE SOLUTION
We set them up with a subscription to our OPTIMIZE + ADVERTISE – SOCIAL MEDIA – ESSENTIAL services, then quickly identified 3 areas for improvement for BiaCraft:

• None of their content was in Vietnamese, despite over 80% of their customer base being Vietnamese.
• Virtually zero video content.
• A lack of coordinated social media marketing campaigns – each post was different and unrelated to the next.

After a historical performance analysis, we noticed that posts with Mark, the co-founder, performed best.

Combining these findings with our mastery of the Facebook platform, we proposed something daring.

Two 3-week bilingual campaigns primarily consisting of humorous 6-second video ads in square & vertical format.

To engage our Tân Bình District audience on Facebook, we did 3 things:
• Created a hyper-targeted audience by combining a Lookalike Audience with a Saved Audience.
• Shot videos around familiar local landmarks Tân Bình District.
• Created 2 contests to increase engagement & shareability of BiaCraft content, as well as attendance at the soft opening.

But here’s where the campaign got really interesting:

We decided to shoot and edit the entirety of these campaigns on an iPhone X.

This was to connect more intimately with BiaCraft’s fans through a raw, familiar content format.

The results speak for themselves.

THE RESULTS
We achieved the following in 8 weeks, despite posting 27% less than BiaCraft did in the previous 8 weeks:

• 393% increase in shares
• 355% increase in reach
• 107% increase in engagement rate
• 70% thru play rate per video
• 21% increase in Facebook Page likes