Super-Pharm / Go Agency
Super-Pharm Sees a 503% ROAS in Just Six Months With Taboola DCO
Super-Pharm Sees a 503% ROAS in Just Six Months With Taboola DCO
- 503% Return on Ad Spend (ROAS)
- 4% Conversion Rate CVR
Company
Super-Pharm is Israel’s largest drugstore, founded in 1978 with over 260 local branches, a leading e-commerce site and 70 branches in Poland.
Challenge
Super-Pharm was looking for an innovative way to open a new incremental revenue stream and increase online purchase activity while maintaining positive ROAS.
Solution
Launch a Taboola Dynamic Creative Optimization (DCO) campaign to generate direct purchases to Super- Pharm’s eCommerce website, and utilize retargeting to engage potential customers who visited Super-Pharm’s website but did not purchase.
Results
Super-Pharm saw a 503% ROAS (Return on Ad Spend) and a 4% conversion rate over just six months with Taboola DCO.
Introduction
Super-Pharm is Israel’s largest drugstore, founded in 1978 with over 260 local branches, 70 branches in Poland and a leading e-commerce site. Super-Pharm’s retail and marketing models have been an inspiration to many leading retail companies in Israel.
Super-Pharm sought for a new incremental revenue stream to increase online purchase activity, they knew Taboola would be a great solution to usher the company into a new era of advertising.
TABOOLA DCO DELIVERS ATTRACTIVE PERSONALIZED ADS TO CONSUMERS AT A 4% CONVERSION RATE
With a Taboola Dynamic Creative Optimization (DCO) campaign, Super-Pharm was able to drive online sales by tapping into Taboola’s massive user base and advanced technologies and delivering attractive personalized ads to re-engage site visitors.
Taboola DCO is a new retargeting feature that targets consumers based on specific online behavior. It enables advertisers to surface a specific product in the Taboola feed after a user has engaged with the product page on an online store without completing a purchase.
This product ad includes price and any current discounts or offers. This then drives a user to complete the purchase, or maybe even explore new products.
THOUGHTFUL A/B TESTING HELPED OPTIMIZE FOR SUPER-PHARM
Taboola and Go Digital Marketing, Super-Pharm’s online agency, consistently tested elements of Super-Pharm’s campaign to optimize for success.
Their campaign originally included images without logos or pricing, which was later A/B tested successfully. Ad templates were also consistently tested throughout the campaign to optimize for the best results.
All three parties – Super-Pharm, Taboola and Go digital Marketing worked closely together to make these creative testing decisions, all with the goal of achieving results for Super-Pharm.
RETARGETING CONTRIBUTED GREATLY TO 503% ROAS
Retargeting was a large part of Super-Pharm’s campaign, as it allowed them to showcase specific items to the potential customers who had already shown interest in them.
The campaign was measured using Super-Pharm’s own last click attribution model. Taboola’s product team optimized for those goals in partnership with Go Digital Marketing.
Finally, Taboola’s algorithm surfaced specific abandoned products to relevant consumers based on Super-Pharm’s website data and best selling products.
“We, at Super-Pharm, are always looking for new traffic resources that will lift our sales and at a stable conversion rate and CPA. When we heard about Taboola DCO we decided to be the first in the Israeli market to implement the new technology in our marketing efforts. We were happy to discover Taboola DCO managed to bring back many of our website’s abandoned cart users while keeping our target CPA stable.”
- Dina Portnoy, Super-Pharm On-Line