Google Shopping Campaign Generates 30:1 ROAS for Pharmacy

Challenge

Weldricks Pharmacy, based near Sheffield, have a pharmacy tradition dating back to the 1930s, with 63 pharmacy stores UK wide. They engaged with The SEO Works to drive new customers to their website and increase online orders.

The pharmacy sector is notoriously challenging for digital marketing. You have to follow strict regulations from platforms like Google and Bing, and our existing experience in this helped.

Solution

We built a high-performing Google Adwords and Google Shopping campaign focusing on products that would increase ROI for the company.

We performed a deep dive into the existing Google Shopping account. This allowed us to identify high-performing products and fix blocked items that were previously hidden due to strict healthcare advertising policies.

Successes in Shopping were mirrored in Search and Display campaigns. This double impact approach ensured that high margin products were visible across multiple touchpoints, lowering the overall cost per conversion.

Recognising that pharmacy customers often search on the go, we deployed aggressive mobile only bidding and tailored ad extensions. We worked alongside our organic team to ensure the mobile user experience was seamless and fast.

Using Google Analytics and first party data, we built sophisticated remarketing lists. By segmenting audiences based on session length and purchase value, we could re-engage non purchasers and target new customers with similar high-value interests.

We used Google’s latest automated features to boost performance, supported by regular human review. This approach helped products like Regaine see a dramatic jump in performance, doubling their return on ad spend.

We moved away from static bids, instead using a mix of target ROAS strategies and our own machine learning technology. This allowed us to manage budgets at a granular level to capitalise on peak shopping times.

Results

Increase of 54% in online conversions using the same budget
Tens of thousands of new purchases
A return on ad spend of 30:1

It became an award-winning healthcare PPC campaign generating a significant return, winning "Best PPC Campaign" at the Northern Digital Awards.