Objectives
Our goal can be summed up in one sentence: to grow profitably. What does that mean? If the results are good, the budget may scale with them. We have to make sure on one hand that Viata top of mind for people looking for an online pharmacy. On the other hand, we want to guide the right traffic to the web shop.
- Top of mind
- Right traffics attract
Approach
To meet these concrete objectives, we are betting on a clear cross-channel strategy for Viata. A healthy mix of Google, Meta & Microsoft advertising combined with affiliate marketing and decidedly ensure that all relevant consumers get in touch with Viata, and end up on the webshop.
The best method to achieve healthy growth is to work with a POAS bidding strategy. POAS stands for: Profit On Ad Spend. Unlike a ROAS we also take into account in this calculation all the other costs involved in selling the product. Working closely with Viata, we have worked out a formula to calculate what these total costs actually are.
Result
We managed to grow Viata with a similar budget year over year, yet in profitability by +40% from our performance advertising channels.
Conclusion
By using the complex but lucrative strategy (POAS), we manage to achieve stable growth for Viata. Together we grow to a successful marketing mix and a webshop with many sales.
