Prezzy Card: Driving Sustainable Digital Growth in a Competitive Market

438
Increase conversion
62
Increase organic revenue
92
CTR (Click-Through Rate)

Taking Charge of Brand Visibility and Growth

Prezzy Card stands as New Zealand’s go-to prepaid gift card, offering Kiwis an effortless way to give the gift of choice. Despite the company’s strong brand recognition and market leadership, 2022 brought an unexpected challenge: competitors began appearing in search results for Prezzy Card’s own brand name.

This digital encroachment led to a troubling trend: potential customers searching for Prezzy Card were being diverted to competitor websites, resulting in diminished clicks, lost revenue, and growing consumer confusion.

That’s when they partnered with us.

Rather than implementing a quick fix, we developed a proactive, future-proof strategy designed to ensure long-term growth and market dominance.

Prezzy Card

Challenges

01

Competitors outranked Prezzy Card for its own brand name

02

Fewer clicks led to lower conversions and revenue loss.

03

Rival brands misdirected potential Prezzy Card customers.

Taking Charge of Brand Visibility and Growth

Securing Prezzy Card’s continued success demanded more than simple tactics, it required a multi-layered, adaptable strategy that could evolve with changing market conditions. Our comprehensive approach focused on three core areas:

123/3

Implementation: A Multi-Faceted Approach

Instead of relying solely on one channel, we helped Prezzy build a more resilient digital presence. To achieve this, we:

  • Expanded Google Display & YouTube Ads to increase brand awareness.
  • Strengthened direct traffic sources by improving website UX and conversion paths.
  • Built a high-authority backlink strategy through targeted digital PR.

This multi-touchpoint strategy compounded success; as one channel grew, it reinforced performance across the board.

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.

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.

1/1

Results: Revenue Up, Costs Down

Within the first 12 months, Prezzy Card saw impressive gains across all channels:

Organic Traffic & SEO Gains:

  • Organic sessions jumped 41%, from 518K to 730K.
  • Thanks to better UX and conversion pathways, organic revenue grew 62%.

Paid Media Breakthroughs:

  • Impressions increased 51%, strengthening brand visibility.
  • Clicks surged 191%, bringing in more qualified traffic.
  • CTR (Click-Through Rate) improved 92%, showing stronger audience engagement.
  • Conversions skyrocketed 438%, proving higher purchase intent.
  • Cost-Per-Click (CPC) dropped 68%, making paid traffic far more efficient.
  • ROAS (Return on Ad Spend) hit an all-time high—Prezzy Card generated $1,268 for every $1 spent.
  • Branded SEM revenue skyrocketed by 510%, demonstrating the power of precise campaign refinement.

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% YoY, achieved with the same budget.
  • Organic search revenue up 28%, proving SEO’s lasting impact.
  • Direct revenue up 43.9%, showing stronger brand loyalty.
  • Cross-network revenue up 53%, thanks to Performance Max & Demand Gen campaigns.
  • 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. 

Sustainable Digital Growth 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.

Sustainable Digital Growth 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.

Looking for a strategy that grows with your business?

A winning strategy isn’t set in stone. It adapts to market shifts, new competitors, and changing consumer behaviour. That’s why at The Optimisers, we don’t just follow best practices, we push them forward.

If you’re looking for a digital marketing strategy that moves with your business and keeps delivering results year after year, let’s chat.

Explore Organic SearchExplore Paid Media

Disclaimer: This work was originally undertaken by our team under the name Pure SEO. At The Optimisers, we bring the same expertise and strategic approach—elevated by our ongoing evolution and commitment to delivering even greater results.