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65% revenue growth in one year

8% cheaper clicks

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Return on Ad Spend
ROAS

Sept 2017 - July 2019

+49%

average monthly growth

Cost per Order 
CPO

Sept 2017 - July 2019

-81%

costs less to make a purchase

Revenue

2020 - 2021 in Patika24 Group

+65%

revenue increase

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Steady revenue growth

Although they had no previous experience with digital marketing campaigns, it soon became a crucial part of their business, as customers from paid advertising accounted for an important part of their revenue. Thanks to our long-standing partnership, they achieved a 65% annual increase in revenue from 2020 to 2021 while paying 8% less for paid advertising.

Our client launched its online pharmaceutical business in Hungary in 2017. They started the project without deep industry knowledge but with a strong network and ten years of experience in pharmaceutical retail. They already had competitors with an established online presence and online store in the market. Their products included OTC medicines and dermo-cosmetics - they have since expanded their product range to include veterinary products.

 

Their mission is to make it easier, faster and more comfortable to buy these kinds of products.

Services we used

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Facebook Ads

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Search Engine Marketing

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Real-Time Bidding (Criteo)

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Measurement

Challenge

The company has never run digital marketing campaigns before, but they wanted to give them a shot. Especially to Facebook and Google Ads, to see what kind of results can be achieved in a highly saturated market.

They needed to keep the ROAS (Return on Ad Spend - Advertising Cost/Revenue) under a certain level  to keep their business profitable.  

Solution

We kicked off the project with a strong focus on Google Search presence. In the beginning, we didn't know, which brands, product categories or products will perform the best, therefore we conducted a very thorough keyword analysis. With this, we recognized that in that current season (fall-winter) which keywords would perform the best, and based on this, we built a complex campaign structure containing thousands of ad groups, and with this, we targeted the whole target market - Hungary.

 

Based on the success of these campaigns, we could identify the best-performing products and brands - the top 20% of the products that deliver 80% of revenue. To do this, we used Enhanced Ecommerce in Google Analytics.

Measurement was also a crucial point in the project. From the very beginning, we helped with setting up the measurement system, since it is really important for us as well, to understand what and how visitors would buy and how they interact with the site. And since a very high percentage of the revenue comes from paid ads, it still remains an important metric. 

As for Facebook campaigns, we started with dynamic product ads, with that we targeted the users at the bottom of the shopping funnel (e.g. those who have previously visited the site), therefore earning valuable customers for our client. After that, step by step we broadened the number of products and targeting of the ads, moving slowly up the funnel. Remarketing audiences and lookalike audiences (based on remarketing audiences) also delivered valuable results.

We were among the first ones in the country, who started using Google Shopping - and it became a key part of customer acquisition. We also kicked off Criteo campaigns for remarketing purposes.
 

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Akos Daniel Fodor

General Manager

Riley Cunningham

International Business Development