Advanced Search Strategy & Performance (NZ Deep Dive)

Why Search Still Dominates Performance

Highest intent signal of any channel

Users actively seeking solutions deliver superior conversion rates compared to passive channels.

Often drives >40% of leads and conversions in NZ

Well-optimised search campaigns consistently outperform for ROI, even with modest budgets.

Complex mechanics = efficiency opportunities

Smart bidding, keyword strategy, and ad copy tuning unlock outsized improvements.

The Foundation of a Smart Search Account

Clear segmentation

Separate brand, generic, and competitor to control budgets and bidding by intent.

Clean ad group structure

Tight themes (≈10–20 keywords) to lift relevance and Quality Score.

Match types aligned to budget & funnel

Use broad with smart bidding to discover, phrase for balance, exact for precision.

Conversion tracking from day one

Implement macro and micro actions to optimise the full journey.

Account Hygiene & Technical Setup

Keyword Strategy by Funnel Stage

Map category/broad to awareness, comparison terms to consideration, product-specific to decision, brand/transactional to conversion, and support terms to loyalty.

Match Types in 2025

Broad match

Best for scale with automation; pair with smart bidding and strong negatives.

Phrase match

Balance of control and reach; protects word order while allowing variants.

Exact match

Highest precision for bottom-funnel terms; typically strongest CVR.

Pro tip

Shared negative lists keep broad efficient without losing discovery.

Ad Copy Frameworks That Work

Headline: Keyword + Benefit + CTA

e.g., “Professional SEO Services | Boost Rankings Fast | Get a Free Audit”.

Description: Feature + Differentiator

Address pain points; make the “why us” explicit.

Dynamic insertion with control

Use {KeyWord:Default} but craft high-quality defaults; test insertion points.

Use numbers/urgency

Credible specifics (prices, % saved, social proof) lift CTR.

Ad Assets (Extensions)

Bidding Strategies & Automation

• Max Conversions — new/lead-gen; needs robust tracking.
• tCPA — steady CPL; aim for 15+ recent conversions.
• tROAS / Max Conv. Value — eCom/value; accurate values required.
• Manual/ECPC — niche or transitional control with tight QA.
• Max Clicks — traffic/awareness (set max CPC caps).

Conversion Tracking Essentials

1. Track key actions — forms, sales, calls, downloads.
2. Implement via GTM or gTag — support advanced events.
3. Import offline conversions — match via GCLID/CRM.
4. Assign values — use AOV or LTV-based weighting.
5. Enhanced conversions — first-party data for resiliency.

Creative Testing Plan

• Test multiple RSA variants per ad group with distinct value props.
• Track CTR, CVR, asset impression share to guide iteration.
• Refresh headlines monthly to avoid fatigue and reflect seasonality.
• Archive low performers after ~30 days to keep the account clean.

Device & Time-of-Day Optimisation

• Adjust bids by device where data supports (mobile often favoured).
• Use ad-scheduling to suppress off-hours; re-check quarterly.
• Consider separate mobile vs desktop campaigns when journeys differ.
• Layer geo/demographic mods for full-funnel efficiency.

Reporting & Analysis

• Looker dashboards with funnel KPIs from impression→sale.
• Quality Score & Auction Insights for relevance/competition.
• Segment by audience, device, geo, match type.
• Blend GA4 + Google Ads for full-journey insight.

Budget Planning by Funnel

Campaign Examples (NZ Context)

Tertiary, Finance, Health, Travel, Retail, Automotive — include local intents like campus names, KiwiSaver comparisons, ACC providers, domestic flight deals, click-and-collect, WOF/service centres, etc.

Integrating Search with Other Channels

• Use search-derived audiences in social (category/competitor queries).
• Feed winning search copy into display to align messaging.
• Let search terms inform landing page content/IA.
• Share conversion-path data for proper attribution.
• Align email timing with search interest spikes.

Performance Benchmarks (NZ Guidance)

• CTR: 4–7%
• Conv. Rate (lead gen): 3–10%
• CPA (B2C NZD): $20–$60
• ROAS (eCom): 400%+
• Quality Score: 7+ (competitive)
• Impression Share (brand): 70%+
• CPC (NZD): $1.20–$3.50

Common Mistakes to Avoid

• Running broad without negatives → wasted spend.
• RSAs with only 2 headlines → weak coverage.
• Combining brand/non-brand reporting → masks truth.
• Same ads for all segments → misses intent nuances.