tps case study - globe runner · products causing duplicate content issues. our plan was to clean...

CASE STUDY TITLE

Wholesale Pharmacy & Compounding SolutionsTotalPharmacySupplydistributeswholesalepharmacysuppliestoindependent,chain,hospitalandlong-termcareproviders.

“Our mission is to promote success and happiness for our family of customers, vendors & employees by perfecting the customer experience through world-class distribution & pharmacy services.”

-Total Pharmacy Supply

Executive Summary

TotalPharmacySupplystartedwithGlobeRunnerinMayof2013.Theyhadseenmodesttrafficandrevenuethroughorganicandpaidcampaignsbutwereflatlining,andreadytotaketheirtrafficandrevenueperformancetothenextlevel.Theywereanecommercesitethataveragedabout30%oftheirrevenuethroughonlinesales.Thisallowedustoshowdirectimprovementthroughrevenueaswellastraffic.

Challenges

Thefirstchallengewastheun-optimizedwebsiteGlobeRunnerhadtoworkon.Theirwebsiteplatformwasveryun-flexibleandlimitedintheamountofcustomizationoptions.Thatontopofthefactthat

1

CASESTUDY

2

CASE STUDY TITLE

bulkeditswerenearlyimpossibleonasitethathadtensofthousandsofproductsmeantwehadourworkcutoutforuswhenitcametoup-frontandongoingoptimizationsforthewebsite.Theirsitealsohadmultipleurl’sforthesameproductscausingduplicatecontentissues.Ourplanwastocleanuptheoverallsitestructuretogetridoftheduplicatecontentaswellasoptimizeallthepagesonthesite,evenifitmeantworkingthroughthemonebyone.

ThesecondchallengewasTotalPharmacySupply’spaidsearchcampaignsonAdwords.Whiletheyhadbeenrunningforaboutayear,thecampaignprofitabilitywasbarelybreakevenmostmonthsandinsomecasestheywereeventlosingmoneyonthecampaigns.

How Globe Runner Helped

GlobeRunnerwentthroughthearduousprocessofanalyzingthewebsiteasawhole.Werestructuredthenavigationmenustogetridofduplicatepagesaswellasimplementedredirectsforpagesthatwereremovedtoensurenolossoftraffic.Wethenbeganworkingthroughonpageupdatesforeverypageonthewebsite.Alongwiththeseongoingupdates,wealsoensuredthatnewqualitycontentwasbeingaddedtothesitethroughtheirblog,builtuptheirsocialprofilesandwereconstantlyonthelookoutforhighlyrelevantlinkopportunitiesfortheirwebsite.

Onthepaidside,wedidacompleteaccountoverhaulandrestructuredtheirexistingcampaigns.Throughsomekeyinsightsand

ongoingoptimization,wewereabletomakeabigimpactontheaccountprofitability.

Organic Results

WhencomparingtheyearpriortoGlobeRunnerwiththemostrecent12months,TPShasseen:

• 52.20%increaseinorganictraffic• 345.13%increaseinorganicrevenue

Theresultswereimpressive.

WhileGlobeRunnerwasabletodrivegreatimprovementstooverallorganictrafficlevels,theincreaseinrevenuefaroutweighedtheincreaseintraffic.Throughpropersiteoptimizationalongwithqualitytargetedcontentandlinkbuilding,GlobeRunnerwasabletodrivebetterconverting,morerelevanttraffictothewebsitewhichleadtothehugeincreaseinrevenue.

Paid Results

WhenrestructuringtheAdwordsaccountforTotalPharmacySupply,GlobeRunnermadetwokeyobservations:

1. WhileTPShadawidevarietyofproductavailable,theywereonlybiddingonahandfulofspecificcategoryterms

2. Someofthekeywordstheywerebiddingonhadveryhighcrossoverwithgeneralconsumesearches.BecauseTPSonlysellstobusinesses,biddingontermslike“medicalscrubs”or“oralsyringes”thathavehighsearchvolumesfromeverdayconsumersmeanttheywerepayingforclickbycustomerswhocouldn’tpurchasefromthemandthereforethrowingawaymoney

TotalPharmacySupplystartedtheircampaignsinQ3of2012.GlobeRunnertookovermanagementoneyearlaterin2013.Thesesmallinsightshadahugeimpactoncampaignprofitability:

• 722%increaseincampaignprofitabilitywhencomparingtheyearofTPSmanagementtothemostrecent12monthsofmanagementbyGlobeRunner.