Online Pharmacy
Our top priority was to increase brand awareness for the local pharmacy, expand online sales nationwide, and improve return on ad spend. We also needed to create highly effective ads tailored to both local shoppers and a broader national audience, while being strategic with our targeting. By capturing a larger share of the search market and improving our quality score, we were able to attract high-quality traffic at a lower cost both online and in-store.
“Online pharmacy sees monthly sales in Google Ads go from $3,000 to $23,000 a month”
Client
Local and Online Pharmacy
Client Since
October 2023
Google Ads
E-Commerce
Focus
Google Shopping, PPC Marketing, Local Ads
The Goal
- Increase Brand Awareness: Target ads to both local and national audiences to build recognition of the pharmacy’s brand.
- Drive Sales: Focus on campaigns that promote both in-store and online purchases, ensuring product availability and convenience are highlighted.
- Improve Return on Ad Spend (ROAS): Optimize your budget allocation by focusing on high-performing ads and audiences.
- Boost Quality Score: Create relevant and engaging ads with proper targeting to improve the quality score, which will reduce costs for clicks.
- Capture High-Quality Traffic: Target ads effectively to attract customers who are more likely to convert, whether for online purchases or visiting the local store.
- Target Both Local and National Audiences: Tailor campaigns to serve local customers as well as a national online audience, using location-based targeting where appropriate.
Our Approach
- Fix ad copy for search ads and utilize all necessary asset extensions: Ensure ad copy is compelling and relevant, using assets like callouts, sitelinks, and structured snippets to enhance visibility and engagement.
- Create effective display & video ads and handpick the best placements: Develop engaging display and video ads and strategically select placements that resonate with your target audience, both locally and nationally.
- Set up shopping ads for paid and free organic listings: Map products accurately for both paid and free listings, and integrate local features like in-store pickup for local listings.
- Segment campaigns by funnel stage: For all marketing channels, set up separate campaigns for top funnel (awareness), mid funnel (consideration), and bottom funnel (action) with tailored messaging according to the user’s stage in the buying journey, ensuring more relevant and effective engagement.
1 year later..
Before we took over, the client was facing tough challenges: sales were stagnant and ROAS had dipped below 2x. It was clear something needed to change. Once we stepped in, the transformation began. ROAS soared to impressive levels, sales skyrocketed, and we managed to turn the tide bringing the online business back to life!
How was this done?
Proper Campaign Structure
Initially, our client implemented a “catch-all” smart campaign, adopting a “set it and forget it” approach. However, since smart campaigns don’t provide the detailed insights necessary for scaling the account, we had to build new campaigns from the ground up.
Product Grouping
We began by focusing on Google Shopping, prioritizing our budget towards top-selling products while reducing spending on low-margin and low-selling items.
Expanding Our Reach
Once we generated traffic from our shopping campaigns, we leveraged that data to create targeted search and display campaigns for the top-selling products. This approach allows us to reach potential customers wherever they are online, maximizing our sales opportunities.
Results That Speak For Themselves
700%
Increase in Monthly Sales.
300%
Increase in Average ROAS.
500+
Monthly Local Actions (phone calls, store visits, etc.)
Online success locally and nationwide.
To improve our client’s Google Shopping ads, we optimized their product feed by ensuring that all relevant products were consistently getting proper exposure. We used high-quality images to enhance click-through rates and crafted unique, keyword-rich product descriptions to boost visibility in search results. Additionally, we implemented Local Inventory Ads to showcase in-store availability, allowing customers to see which products were in stock nearby. This approach not only increased visibility and sales but also created a seamless shopping experience for their customers.
Summing it all up
We went after the lowest-hanging fruit first by promoting the top-selling products using Google Shopping. Since the account was losing money, we focused on delivering the best ROI before expanding and split-testing new campaigns.
Once we hit our target ROAS, we expanded by launching new campaigns with Google Search, Display, and Video. Video and Display ads were launched to promote only the top sellers using select web placements, YouTube placements, and custom audiences we created.
Finally, we developed personalized remarketing campaigns to boost overall ROI. The client also wanted to promote a rewards program, so we set up our remarketing campaigns around this initiative and launched new campaigns exclusively for previous customers who weren’t yet in the rewards program.
