Redução CPC e ROI 55% maior com estratégia nova
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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 the customer experience.
Even with broad recognition and market leadership, DPSP's institutional campaigns presented opportunities for improvement, with returns below expected potential. Through a preliminary analysis, it was identified that the lack of clear segmentation of institutional terms and an integrated strategic approach resulted in high costs per click (CPC), low efficiency in conversions and a lower than desired ROI. This scenario required a detailed diagnosis of institutional campaigns to identify concrete opportunities for optimization and reorganization, aiming to maximize results without increasing investments.
DPSP carried out a detailed assessment of its institutional campaigns with Branddi with a focus on deeply understanding the factors that limited its digital performance. The diagnosis assessed structure, segmentation, keyword quality and bidding strategies in detail, clearly identifying which points were responsible for suboptimal performance and high CPC.
Based on this Assessment, a strategy was structured to reorganize the campaigns into two main groups: Core terms (central keywords, directly related to the brand and with a high click and conversion rate) 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 harming conversions, benefiting from the already consolidated institutional recognition. As for Composite terms, it implemented a strategy focused on maximizing conversions, identifying and exploring new terms with greater performance potential and negatively adjusting central terms to avoid internal competition.
The process followed clear steps: detailed diagnosis of campaigns, strategic reorganization of keywords, implementation of the new structure with continuous monitoring and dynamic adjustments. This approach provided a significant reduction in operational costs and increased the overall performance of institutional campaigns, validating the strategic importance of Assessment.
Furthermore, the active identification of irregular affiliates allowed a considerable reduction in the presence of inappropriate advertisements in brand auctions from affiliate agents that did not follow the guidelines established by the brand, further strengthening the efficiency of the new structure implemented.
As a way of celebrating 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 medicines and glucose meters):
Drogaria São Paulo: Click here to download 🏷️ Coupon: APPDROGARIA
Pacheco Drugstores: Click here to download 🏷️ Coupon: APPDROGARIAS📅 Valid from 09 to 04/30 📌 Coupon only for products sold and delivered by Drogaria. Limited to one use per customer.