Blended Search Marketing
Case Study for Chemist Australia

14X

ROAS

40%

Increase in
Organic Revenue

38%

Increase in
Paid Revenue

www.chemistaustralia.com.au

Organic Sessions increased by 37%
Organic Revenue increased by 40%
Organic Transactions increased by 45%
Paid Revenue raised by 38%
ROAS achieved 14X
Paid Transactions increased by 45%
Cost per Acquisition (CPA) decreased by 14%

CONTEXT

Being a part of the fastest-growing pharmacy groups in Australia, Chemist Australia is one of the leading online chemists that supplies all of Australia with medications and prescriptions through online stores. Chemist Australia stocks a huge selection of health and beauty products, from vitamins and supplements to weight loss products, along with an extensive range of medications and prescriptions. When Chemist Australia approached LION the search channels were underperforming and not using their full potential, significantly lacking behind the direct competitors.

WHAT WE DID

LION established a clear line of communication and worked with the client to determine goals, improve the results on key categories, analyse competitors and identify market opportunities. Since achieving eCommerce goals and overall business objectives and simultaneously a solid presence on the internet with justified costs are crucial for Chemist Australia in a soft market of pharmacy, Blended Search Marketing was chosen as the most relevant service.

In order to investigate the current conditions, understand how to improve performance and plan the subsequent work, technical SEO, toxic backlink analyses and Schema markup audits were held. Subsequently, hundreds of 404 pages were fixed, and non-indexed pages and hreflang tags were reviewed. LION’ SEO team also reviewed and updated metadata for existing pages, created a few dozen new pages with tailored and optimised content, and acquired new links from quality donor websites. Increased full-site performance through on-site work led to strong performance for both SEO and SEM channels.

In paid search, a similar structure was used for all accounts, focusing initially on PMAX campaigns and dynamic search ads in generic search. LION SEM team greatly emphasised excluding branded keywords to avoid cannibalising traffic from the Organic channel and relatively decrease the ads spent.