Driving Offline Sales with Online Marketing

Background

Rowland’s Pharmacy is one of the UK’s largest pharmacy chains, with over 500 pharmacies across England, Wales and Scotland. Rowlands priority was to maintain a strong local presence whilst capturing new customers via the increasing search volume for online pharmacies, prescription and medicinal retail.

The challenge

Rowland’s needed a PPC campaign which would encourage searchers to visit their closest Rowland’s pharmacy. The PPC campaign also needed be used to help grow the celebrity slim brand by driving online sales.

The solution

A national PPC campaign was created targeting each geographical area. CTR% was improved by using ad extensions such as site links. Ad scheduling was used to ensure the budget was maximised to capture the ideal audience at the right time. A local PPC  campaign was used to promote all Pharmacies at a micro level. Location ad extensions were implemented to ensure the user is able to search for directions to the closest Rowlands pharmacy.

Seasonal campaigns were created to ensure budget was allocated to the correct product during the correct time. This was especially important for the Celebrity Slim and Quit Smoking products as search volume is much higher during certain periods, such as January.

The results

During the 12 months of Latitude Express’s management against Rowland’s previous 12 months prior to coming on board, Latitude Express have increased Rowlands CTR% by 371%, thus dramatically improving the PPC quality score which resulted in the CPC reducing by more than 50%.  The new campaign’s also generated 150% more online conversions and reduced the cost per conversion by 84%. More advanced PPC strategies are now being developed, in line with Rowlands online growth strategies, in order to ensure Rowland’s capitalise on the growing search volume in the online pharmacy sector.

“A national PPC campaign aimed at generating online conversions combined with a local PPC campaign aimed at directing offline customers to one of the many Rowland’s pharmacies across the UK”
Rod Grundy
Internet Pharmacy Manager
Rowlands Pharmacy