With the client being an ecommerce store, it was important to strategise a plan for both Google Search and Google Shopping. By ranking at the top for both of these platforms, we could ensure massively increased brand awareness while funnelling high intent traffic.

Having had success with other NZ e-commerce stores, such as Pet Supply and Petite Eats, we chose to follow a similar blueprint by breaking their store down into product categories, undertake extensive keyword research in each store segment, and discover what users search behaviour was in each area. From here, we built out initial ‘learning campaigns’, with the sole aim of finding out exactly how users reach and purchase online.

After a few months of discovery campaigns, we were able to use the data found in the learning phase to optimise the account, ridding it of any keyword wastage. By having a wealth of click data, we were able to funnel budget into the higher performing keywords and ad placements, along with a host of other optimisations.