Total Pharmacy Supply
Total Pharmacy Supply distributes wholesale pharmacy supplies to independent, chain, hospital and long-term care providers.
The first challenge was the un-optimized website Globe Runner had to work on. Their website platform was very un-flexible and limited in the amount of customization options. That on top of the fact that bulk edits were nearly impossible on a site that had tens of thousands of products meant we had our work cut out for us when it came to up-front and ongoing optimizations for the website. Their site also had multiple url’s for the same products causing duplicate content issues. Our plan was to clean up the overall site structure to get rid of the duplicate content as well as optimize all the pages on the site, even if it meant working through them one by one. The second challenge was Total Pharmacy Supply’s paid search campaigns on Adwords. While they had been running for about a year, the campaign profitability was barely break even most months and in some cases they were event losing money on the campaigns.
Globe Runner went through the arduous process of analyzing the website as a whole. We restructured the navigation menus to get rid of duplicate pages as well as implemented redirects for pages that were removed to ensure no loss of traffic. We then began working through on-page updates for every page on the website. Along with these ongoing updates, we also ensured that new quality content was being added to the site through their blog, built up their social profiles and were constantly on the lookout for highly relevant link opportunities for their website. On the paid side, we did a complete account overhaul and restructured their existing campaigns. Through some key insights and ongoing optimization, we were able to make a big impact on the account profitability.
When restructuring the Adwords account for Total Pharmacy Supply, Globe Runner made two key observations:
1. While TPS had a wide variety of product available, they were only bidding on a handful of specific category terms
2. Some of the keywords they were bidding on had very high crossover with general consume searches. Because TPS only sells to businesses, bidding on terms like “medical scrubs” or “oral syringes” that have high search volumes from ever day consumers meant they were paying for click by customers who couldn’t purchase from them and therefore throwing away money
Total Pharmacy Supply started their campaigns in Q3 of 2012. Globe Runner took over management one year later in 2013. These small insights had a huge impact on campaign profitability.