Prezzy Card is New Zealand’s go-to prepaid gift card, offering an easy and flexible way for Kiwis to give the gift of choice. With strong brand recognition, they’ve been a leader in the industry for years. But with success comes competition.
In 2022, rival brands started appearing in search results for Prezzy Card’s own brand name, leading to lost clicks, lost sales, and growing customer confusion. That’s when they turned to us.
Rather than just defending their position, we built a proactive, future-proof strategy to ensure long-term growth.
Implementation: What We Did
Securing Prezzy Card’s long-term success required more than just quick fixes; it needed a multi-layered, strategic approach that could adapt over time. Our work focused on three core areas:
1. Reclaiming Brand Visibility & Strengthening SEO
Competitors were outranking Prezzy Card for their own name, which was directly impacting revenue. Our first priority was to secure their search presence and protect their brand from competitors trying to siphon traffic.
- Conducted a comprehensive SEO audit to identify ranking barriers.
- Optimised page titles, meta descriptions, and structured data to enhance visibility.
- Built out high-intent content targeting competitive and brand-related search queries.
- Implemented internal linking strategies to strengthen domain authority.
2. Maximising Paid Search Efficiency
Prezzy Card’s existing Google Ads strategy relied heavily on branded keywords, meaning they were primarily capturing existing demand rather than growing brand awareness and attracting new customers.
To refine their paid strategy and drive better ROI, we:
- Reallocated ad spend – Shifted budget toward customer acquisition while maintaining protection for branded search.
- Optimised competitor bidding – Reduced spend on competitor keywords and reinvested in high-intent branded terms for better efficiency.
- Minimised reliance on Google AI-driven Smart campaigns – Cutting underperforming automated campaigns and taking back strategic control.
- Expanded brand visibility through Display and Discovery campaigns – We launched Display ads for brand awareness and remarketing and deployed Discovery campaigns across the Google network for awareness and consideration.
- A/B tested ad copy and landing pages – Improved CTR and conversion rates by tailoring messaging to different audience segments.
- Implemented negative keyword exclusions – Reduced wasted ad spend by eliminating irrelevant searches.
We also restructured the brand campaign around intent, categorising search queries by user behaviour and creating ads aligned with different customer journey stages.
Additionally, we switched bidding strategies rather than optimising for the number of conversions and shifted to bidding based on Conversion Value. This ensured we maximised total revenue rather than simply driving a higher volume of lower-value conversions.
3. Driving High-Quality Traffic with a Multi-Channel Approach
Instead of relying solely on one channel, we helped Prezzy Card build a more sustainable, multi-touchpoint strategy by:
- Expanding Google Display & YouTube Ads to increase brand awareness.
- Strengthening direct traffic sources by improving website UX and CRO (conversion rate optimisation).
- Securing high-authority backlinks through targeted digital PR efforts.
This multi-channel synergy ensured that as one channel improved, the others benefited, resulting in higher efficiency, stronger brand recognition, and increased revenue.
The Results?
Our initial campaign began in July 2022. Below are the first major wins we achieved for Prezzy Card:
Initial Campaign (July 2022 – June 2023):
- Organic sessions increased by 41%, jumping from 518,320 to 730,815.
- Thanks to improved user experience (UX) and conversion pathways, that traffic boost translated into a 62.14% increase in organic revenue.
SEM Branded Campaign Results:
Prezzy Card’s refined paid search strategy delivered some of the strongest results in their SEM history. Despite an 8% decrease in ad spend, performance metrics saw significant improvements across the board:
- Impressions increased by 51%, expanding Prezzy Card’s brand visibility.
- Clicks surged by 191%, driving more qualified traffic to the site.
- Click-Through Rate (CTR) improved by 92%, proving strong ad relevance and audience targeting.
- Conversions increased by 438%, outpacing the increase in traffic showing higher intent from users.
- Conversion Rate jumped by 85%, meaning more visitors turned into customers.
- Cost-Per-Click (CPC) dropped by 68%, making paid traffic significantly more cost-efficient.
- Cost-Per-Conversion decreased by 83%, showing a major improvement in ad spend efficiency.
Revenue Impact:
- Branded SEM revenue skyrocketed by 510%, demonstrating the power of precise campaign refinement.
- Return on Ad Spend (ROAS) reached an all-time high, delivering $1,268 for every $1 spent, making it one of Prezzy Card’s most profitable SEM campaigns ever.
By the end of the campaign, Prezzy Card had not only regained its lost search dominance but had emerged stronger than ever—with increased market share, greater visibility, and higher profitability.
Scaling for Long-Term Growth
Once Prezzy Card’s immediate search challenges were addressed, we turned our focus toward sustained, long-term growth.
Rather than sticking to a fixed strategy, we refine our strategies to adapt to shifts in consumer behaviour, competition, and market conditions. Over the years, we continuously refined, optimised, and expanded Prezzy Card’s strategy while including new opportunities to drive sustainable revenue to ensure continued performance gains.
2025 Update: Even More Growth, Despite Market Challenges
Fast-forward to March 2024 – Feb 2025, and Prezzy Card is still delivering outstanding results despite economic uncertainty. Our refined approach has maximised efficiency and continues to drive strong revenue growth. For example, our year-on-year (YoY) results:
- Total revenue up 28.34%, which was achieved with the same budget.
- Organic Search revenue up 28.28%, proving the long-term impact of SEO.
- Direct revenue up 43.93%, indicating strong brand loyalty and repeat purchases.
- Cross-Network revenue (Performance Max & Demand Gen) up 53%, highlighting the power of multi-channel engagement.
- Paid Search revenue dipped slightly (-2.54%) as we shifted focus from brand to Performance Max (Pmax).
Traffic Growth Across All Channels:
- Organic sessions up 5.81% (1.5M+ visitors).
- Direct traffic up 10.89% (528K+ visitors).
- Cross-network traffic up 182.27% (huge growth in Google Ads-driven awareness).
- Paid search sessions up 24.45% (more efficient ad spend).
What This Means for Prezzy Card
Prezzy Card’s journey proves that staying ahead in digital marketing isn’t about a single success—it’s about constant evolution.
By refining and adapting our SEO, SEM, and multi-channel strategies, we’ve helped them stay ahead year after year, outperforming competitors and increasing revenue without increasing spend.
Final Thought: Digital Success is Built on Adaptation
Prezzy Card’s journey proves that digital success isn’t a one-time strategy; it’s built on adaptation.
Through a mix of SEO, paid search, and multi-channel optimisation, we’ve helped them navigate market changes, outpace competitors, and drive sustainable revenue growth. The key? A strategy that adapts, optimises, and never stops improving.
In today’s digital landscape, what works today won’t necessarily work tomorrow. That’s why we take a forward-thinking, data-driven approach—ensuring our clients aren’t just reacting to change but leading the way.
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