Impact
79%
increase in ROI
68%
increase in clicks
17%
decrease in CPC
LloydsPharmacy Online Doctor
Improving Paid Search Profitability and Customer Growth
Challenge
Following its launch by the McKesson group, Online Doctor appointed Fusion to improve paid search profitability while continuing to acquire new customers across priority product areas.
The key objectives were to increase margin return on investment and reduce cost per sale without limiting opportunities for growth.
Solution
We used historical trends and recent performance data to forecast demand and account for seasonality, closely monitoring campaigns to identify and respond to fluctuations.
We also expanded activity into areas that had previously received limited investment, allowing us to assess new growth opportunities and develop a broader customer acquisition strategy.
After identifying an additional audience opportunity for HPV vaccinations, we used in-house language expertise to adapt the paid search campaign. English and Chinese-language advertisements were tested while retaining a consistent journey between the advertisements and UK website.
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