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Intro
Our client is a pharmacy with a long history, which started as a family business. Over the past decade, the pharmacy has won many prestigious awards, including the “Pharmacy of the Year” title. The pharmacy has been continuously expanded and modernised over the years. Keeping up with the trends, the business entered the world of online commerce in 2021. Everything from dermo-cosmetics to various nutritional supplements to pet medicine can be found in the webshop’s product palace.
In the second half of 2023, the growth of the online pharmacy hit a roadblock, leaving the business open to new marketing approaches.
THE BRIEF
That’s when we got in touch through a business referral. We sat down for a chat and learned in depth about their product range, the specifics of the different product categories, their current achievements, and future goals. We could see where and how the current PPC strategy could be improved based on the conversation and the data and information we received.
The new strategy aims to increase the site’s merchandise traffic while maintaining the current return on investment.
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THE CHALLENGE
One of the fastest changing, growing, and saturated markets in online commerce is dermocosmetics and nutritional supplements, which are the main profile of webpathics. As a result, it has to compete with large historical competitors and new entrants in the online auction market, making growth difficult with targeted ROAS.
THE DIGITAL MASHUP
At the end of the year, another marketing agency took over the Google Ads account. Work began with restructuring campaigns and ad groups. We segmented the different brands and product categories and dynamically changed spending and ROI limits according to traffic and promotions.
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the success
With a similar ROAS in the first month, the webshop’s traffic through GoogleAds increased by almost 30%. In January, with higher ROAS, ad revenue more than doubled compared to January last year and the months before taking over the account.
Thanks to continuous optimisation and quick reactions to market conditions, revenue grew steadily in the following months. The first five months of the year were a huge success; revenue increased by 60 % compared to the same period last year. Growth remained steady in the following months, crossing another milestone in August. Compared to the same period last year, the last month of the summer saw a more than 300% increase in traffic with higher ROAS.
