Tourism New Zealand Success Story
The Challenges
• A fiercely competitive travel industry
• Looking to reach active considerers through paid search
• Looking to grow qualified traffic to 100% Pure New Zealand website
• Looking to increase conversions/referrals to travel deals and partner listings
The Solutions
• Search campaigns were restructured to align better with campaign objectives and SEM best practices
• Ad copies were rewritten to improve relevance with stronger appeal points
• Strategic negative keyword implementation to minimise unnecessary competition with partner operators and prevent budget wastage
• Well-defined A/B testing frameworks around messaging and landing pages to learn what drives the best campaign results
