Hello, hello, friends of the e-Plus Agency blog, how are you all? Today I bring you another Digital Marketing case study . In this post , I discuss the success of the multinational company in the Health and Pharmaceutical sector, Bayer, in using Google's PMax campaigns.
Before proceeding, however, it's important to note that Google Performance Max or Google Pmax campaigns are an advanced online advertising tool. They employ Artificial Intelligence, Machine Learning, and Automation tools to deliver ads to the most suitable audience at any given time.
Ads are delivered across different Google channels. Through PMax, your ads can be served on YouTube, Discover, Gmail, Maps, Search and Display networks, for example. And this certainly gives greater visibility to your brand and products among different types of audiences.
Below you will learn how Bayer used Google's Performance Max campaigns to increase product conversions and increase revenue. Keep reading and stay informed!
DISCOVER BAYER
Bayer is a German multinational in the areas of Pharmaceuticals and Biotechnology. It develops, manufactures and markets chemical and agricultural products such as fungicides, herbicides and insecticides. But its main activity is the production of medicines, including the century-old aspirin, which was launched in 1899 and is still sold today.
Founded in 1863 by entrepreneur Friedrich Bayer, this multinational currently has 400 branches in 87 countries across five continents, in addition to its headquarters in Germany. Furthermore, Bayer has an online store orchestrated by the VTEX platform . In 2022, the company had revenues exceeding 50 billion euros, making it one of the most successful in the sector.
- As soon as you can, click “What is VTEX” and learn more about this e-commerce platform used by Bayer!
In the Health area, Bayer has more than 170 products for all stages of human life. Most of these products do not require a medical prescription and are managed by the Bayer Consumer Health division.
One of these products, Redoxon, only had visibility during one period of the year. However, Bayer managers wanted it to be remembered and purchased permanently by consumers. The solution was to invest in PMax campaigns to increase brand awareness and immediate sales. Find out more about it next!
THE BAYER PROJECT WITH GOOGLE PMAX
“ O2O ”, Bayer's project with Google PMax, focused on raising awareness of the Redoxon brand, a vitamin supplement that supports the immune system. The idea was to ensure that Redoxon was remembered by consumers throughout the year, not just during a specific period. Additionally, the goal was to create new brand positioning and achieve greater returns on online and offline conversions. PMax solutions contributed significantly to the project's success.
SOLUTIONS
The main solution used in the Bayer project was the PMax Offline campaign. Through this campaign, the company was able to show consumers in which pharmacies Redoxon was available.
The PMax campaign's Artificial Intelligence sent the most suitable ads to multiple Google advertising channels. In this way, it made it possible to direct different audiences to offline pharmacies, as well as increase the online presence.
Furthermore, Bayer cross-referenced online sales data with offline sales. This made it possible to measure the effectiveness of the PMax campaign and, thus, verify the results of the project.
BAYER PROJECT RESULTS WITH PMAX
Shortly after the PMax campaign was carried out, Bayer estimated that more than 1 million consumers visited the pharmacies involved in the project. In effect, the multinational achieved:
- 8,4% growth in market share from Redoxon;
- 5,5% growth in market share compared to the Brazilian average.
But it was not just that. By bringing thousands of people to pharmacies, Bayer reduced the cost per visit. And most importantly, the company started to sell more on impulse in the short term and through customer relationships in the long term. This data confirms how good it can be to use Google's PMax campaigns in retail.
HOW TO IMPLEMENT PMAX CAMPAIGNS?
To implement Google PMax campaigns, rely on the specialized support of e-Plus Agency. e-Plus Agency has been Google Ads certified since 2015 and holds the Google Partner Premier badge , which is awarded only to the top 3% of Google partners with the best performance in promoting products and brands online.
e-Plus Agency is qualified to create and manage PMax campaigns and other Google Ads services for e-commerce and unified commerce companies like yours. This agency has over 10 years of experience and is the preferred choice of manufacturers, wholesalers, and retailers looking to advertise online. To hire us, click the button below and start a conversation via messaging app right now:
