Case study
Dis-Chem Health grows sales volume by 2.3x with Microsoft Advertising
The goal
Dis-Chem Health is a leading retail pharmacy group in South Africa offering health and beauty products, supplements, household and electrical items, health clinics, and insurance services.
While marketing and selling Dis-Chem Health in South Africa, the brand had two main goals: First, to acquire leads digitally, and second, to elevate product awareness. To achieve this, Dis-Chem Health partnered with Microsoft Advertising and InMobi. They aimed for remarkable performance at sustainable costs of acquisition by tapping into new high-intent audiences.
The solution
Dis-Chem Health aimed to boost performance by enhancing brand visibility on the search engine results page (SERP). The brand adopted a unique branded and category-based combination of Search and Audience ads to maximize reach.
Dis-Chem Health started with Search ads, refining keywords and conducting A/B tests to enhance visibility. Gradually, they transitioned to automated bidding and improved on volume, reducing the cost per sale. Utilizing In-market Audiences and optimizing campaigns further enhanced brand visibility and increased overall volume.
Partnering with Microsoft Advertising and InMobi was a game-changer. Audience ads amplified our reach, exceeding lead expectations and boosting sales volume while maintaining consistent and cost-effective acquisition.
— Guy Eagle, Head of Digital Marketing, Dis-Chem Health
The results
Dis-Chem Health saw a 40% improvement in the sales conversion rate from the first to the most recent month. The search campaign led to a 61% improvement in lead conversions in six months and a 5% brand volume boost. The Display campaign secured 38% of the overall sales within Microsoft Advertising. There was also a 2.3x growth in sales volume from Microsoft Advertising campaigns from April to October 2023. Additionally, return-on-ad-spend in Microsoft Advertising campaigns increased 4.5x from April to October 2023.
