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DPSP raises ROI by 55% and cuts brand CPC
DPSP's institutional campaigns were performing below potential — ROI 55% higher and brand-term CPC 23% lower.
- +55% ROI in institutional campaigns
- -23% CPC on brand keywords
- 28% Cost per Conversion reduction
About the client
DPSP, formed by the union of the Drogaria São Paulo and Drogarias Pacheco chains, ranks among the largest and most respected pharmaceutical retail networks in Brazil. With a solid national presence, the company offers a wide range of medicines, dermocosmetics and differentiated pharmaceutical services, consolidating itself as a benchmark in quality, trust and innovation in consumer care. Recognized for its tradition and ability to adapt to the market, DPSP has a strong presence in both the digital and physical environments, standing out for operational excellence and a focus on the customer experience.
The challenge
Even with wide recognition and market leadership, DPSP's institutional campaigns showed improvement opportunities, 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 led to high cost per click (CPC), low conversion efficiency and lower-than-desired ROI. This scenario demanded a detailed diagnosis of the institutional campaigns to identify concrete opportunities for optimization and reorganization, aiming to maximize results without increasing investments.
The solution
DPSP ran a detailed Assessment of its institutional campaigns with BrandMonitor to deeply understand the factors limiting digital performance. The diagnosis carefully evaluated structure, segmentation, keyword quality and bidding strategies, clearly identifying which points were responsible for the below-ideal performance and elevated 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 high click and conversion rates) and Compound terms (more specific secondary keywords with untapped conversion potential).
DPSP adopted a strategy focused on maximizing clicks for Core terms, optimizing bids to lower costs without hurting conversions, benefiting from already established institutional recognition. For Compound terms, it implemented a strategy focused on maximizing conversions, identifying and exploring new higher-performance terms and negatively adjusting the central terms to avoid internal competition.
The process followed clear steps: detailed campaign diagnosis, strategic keyword reorganization, implementation of the new structure with continuous monitoring and dynamic adjustments. This approach delivered a significant reduction in operational costs and an increase in overall institutional campaign performance, validating the strategic importance of the Assessment.
In addition, the active identification of irregular affiliates allowed a considerable reduction in the presence of improper ads in brand auctions from affiliate agents that did not follow the brand's guidelines, further strengthening the efficiency of the newly implemented structure.
As a way to celebrate the results achieved with the new digital strategy, DPSP is offering an exclusive benefit for users who download the participating chains' apps.
📲 Download the app and enjoy 10% off on selected products (except medicines and glucose meters):
Drogaria São Paulo: Click here to download 🏷️ Coupon: APPDROGARIA
Drogarias Pacheco: Click here to download 🏷️ Coupon: APPDROGARIAS📅 Valid from April 9 to April 30 📌 Coupon valid only for products sold and delivered by the pharmacy. Limited to one use per customer.
The strategic Assessment was key for us to clearly identify opportunities and drive changes that brought concrete impact to our institutional campaigns. With it, we achieved significant cost reductions and meaningful gains in return, further strengthening our digital operation.