Pharmarcie is a France based Parapharmacy brand which sells non-prescription and non- medical grade health and beauty products in the USA.
We faced big challenges, like increasing our ad budget while still keeping the campaigns profitable. We tried Performance Max (pMax) campaigns, but the results didn’t meet the client’s expectations. On top of that, we were working with a brand-new website, which made things harder. Since it was early in the website’s journey, conversion rates were low, and we had to build everything from the ground up.
Primary Objective: Our main goal was to boost conversions and the return on ad spend (ROAS) from our campaign, while also keeping costs under control.
Performance Max campaigns weren’t delivering results for this brand, even though they usually work well for e-commerce businesses. So, we switched gears and focused on Standard Shopping and Search campaigns. We targeted products with the highest demand in the US market.
At first, the results were slow, and conversions weren’t coming in as quickly as we hoped. To fix this we adjusted our strategy to focus on getting more clicks. This helped drive more traffic to the site and made the brand more visible, which started improving conversions over time.
Once we saw better conversion rates, we shifted to a Conversion Value-based bidding strategy. This approach focused on getting the most revenue from our ad spend, which helped us get better results. By continuously tweaking and improving our campaigns, we turned things around and made the campaigns both profitable and efficent.
Results
The biggest lesson here is that marketing isn’t one-size-fits-all. Performance Max campaigns often work great, but in this case, they didn’t. Instead, we found that Standard Shopping and Search campaigns were a better fit for this brand.
This shows why testing and adjusting strategies is so important. Every brand is different, and success comes from tailoring campaigns to fit the brand’s unique needs and audience. In the end, staying flexible and open to change helped us reach the results we wanted. It’s a reminder that digital marketing is always evolving, and adapting quickly is key to success.
