Cases
CPC reduction, 55% higher ROI with new strategy
Branddi reduces CPC and increases ROI by 55% for Grupo DPSP in institutional campaigns with a new strategy.
About the Company
The DPSP, formed by the union of the Drogaria São Paulo and Drogarias Pacheco chains, is among the largest and most respected pharmaceutical retail chains in Brazil. With a solid national presence, the company offers a wide range of medicines, dermocosmetics and differentiated pharmaceutical services, consolidating itself as a reference in quality, trust and innovation in consumer service. Recognized for its tradition and ability to adapt to the market, DPSP has a strong presence in the digital and physical environment, standing out for its operational excellence and focus on customer experience.
outlay
Even with wide recognition and leadership in the market, DPSP's institutional campaigns presented opportunities for improvement, with returns below the expected potential. Through a preliminary analysis, it was identified that the absence of a clear segmentation of institutional terms and an integrated strategic approach resulted in high costs per click (CPC), low conversion efficiency, and a lower than desired ROI. This scenario required a detailed diagnosis of institutional campaigns to identify concrete opportunities for optimization and reorganization, in order to maximize results without increasing investments.
Implemented Solution
DPSP carried out a detailed Assessment of its institutional campaigns with Branddi, focusing on deeply understanding the factors that limited its digital performance. The diagnosis thoroughly evaluated structure, segmentation, keyword quality, and bid strategies, clearly identifying which points were responsible for the suboptimal performance and the high CPC.
Based on this Assessment, a strategy was structured to reorganize campaigns into two main groups: Core terms (central keywords, directly related to the brand and with high click and conversion rates) and Compound terms (secondary, more specific keywords, with unexplored conversion potential).
DPSP adopted a strategy aimed at maximizing clicks for Core terms, optimizing bids to reduce costs without hampering conversions, benefiting from established institutional recognition. As for the Compound terms, it implemented a strategy focused on maximizing conversions, identifying and exploring new terms with greater performance potential and negatively adjusting the core terms to avoid internal competition.
The process followed clear steps: detailed diagnosis of the campaigns, strategic reorganization of the keywords, implementation of the new structure with continuous monitoring and dynamic adjustments. This approach provided a significant reduction in operating costs and increased the overall performance of institutional campaigns, validating the strategic importance of the Assessment.
In addition, the active identification of irregular affiliates allowed a considerable reduction in the presence of undue advertisements in brand auctions by affiliate agents that did not follow the guidelines established by the brand, further strengthening the efficiency of the new implemented structure.
As a way to celebrate the results achieved with the new digital strategy, DPSP is offering an exclusive benefit to users who download applications from participating networks.
📲 Download the app and enjoy 10% discount on selected products (except medications and glucose meters):
- Drogaria São Paulo: Click here to download
🏷️ Coupon: DRUGSTORE - Drogarias Pacheco: Click here to download
🏷️ Coupon: DRUGSTORES
📅 Valid from 09 to 30/04
📌 Coupon only for products sold and delivered by Drogaria. Limited to one use per customer.
About the Company
The DPSP, formed by the union of the Drogaria São Paulo and Drogarias Pacheco chains, is among the largest and most respected pharmaceutical retail chains in Brazil. With a solid national presence, the company offers a wide range of medicines, dermocosmetics and differentiated pharmaceutical services, consolidating itself as a reference in quality, trust and innovation in consumer service. Recognized for its tradition and ability to adapt to the market, DPSP has a strong presence in the digital and physical environment, standing out for its operational excellence and focus on customer experience.
outlay
Even with wide recognition and leadership in the market, DPSP's institutional campaigns presented opportunities for improvement, with returns below the expected potential. Through a preliminary analysis, it was identified that the absence of a clear segmentation of institutional terms and an integrated strategic approach resulted in high costs per click (CPC), low conversion efficiency, and a lower than desired ROI. This scenario required a detailed diagnosis of institutional campaigns to identify concrete opportunities for optimization and reorganization, in order to maximize results without increasing investments.
Implemented Solution
DPSP carried out a detailed Assessment of its institutional campaigns with Branddi, focusing on deeply understanding the factors that limited its digital performance. The diagnosis thoroughly evaluated structure, segmentation, keyword quality, and bid strategies, clearly identifying which points were responsible for the suboptimal performance and the high CPC.
Based on this Assessment, a strategy was structured to reorganize campaigns into two main groups: Core terms (central keywords, directly related to the brand and with high click and conversion rates) and Compound terms (secondary, more specific keywords, with unexplored conversion potential).
DPSP adopted a strategy aimed at maximizing clicks for Core terms, optimizing bids to reduce costs without hampering conversions, benefiting from established institutional recognition. As for the Compound terms, it implemented a strategy focused on maximizing conversions, identifying and exploring new terms with greater performance potential and negatively adjusting the core terms to avoid internal competition.
The process followed clear steps: detailed diagnosis of the campaigns, strategic reorganization of the keywords, implementation of the new structure with continuous monitoring and dynamic adjustments. This approach provided a significant reduction in operating costs and increased the overall performance of institutional campaigns, validating the strategic importance of the Assessment.
In addition, the active identification of irregular affiliates allowed a considerable reduction in the presence of undue advertisements in brand auctions by affiliate agents that did not follow the guidelines established by the brand, further strengthening the efficiency of the new implemented structure.
As a way to celebrate the results achieved with the new digital strategy, DPSP is offering an exclusive benefit to users who download applications from participating networks.
📲 Download the app and enjoy 10% discount on selected products (except medications and glucose meters):
- Drogaria São Paulo: Click here to download
🏷️ Coupon: DRUGSTORE - Drogarias Pacheco: Click here to download
🏷️ Coupon: DRUGSTORES
📅 Valid from 09 to 30/04
📌 Coupon only for products sold and delivered by Drogaria. Limited to one use per customer.
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