DOZ - SEO and branding PPC campaign
Client → Dbam o Zdrowie, DOZ.pl
DOZ.pl – the most popular e-pharmacy in Poland offering medicines, cosmetics, rehabilitation equipment etc. There are more than 20 thousand products available online or in one of the 1400 Dbam o Zdrowie (Eng. I care about my health) pharmacies in Poland. What distinguishes DOZ is that the virtual pharmacy is a copy of traditional one.
Cooperation → February 2008 up to now, SEO and PPC
- Optimization and web positioning of DOZ.pl.
- Paid search campaign promoting DOZ.pl.
- Guidelines for the optimization of HTML code of the portal.
- Optimization and content development of DOZ.pl website.
- Building portal’s popularity by activities of SEO PR and link popularity (publishing several dozen of articles on the topics related to pharmacy or medicine and popularizing DOZ.pl).
- Planning and implementation of image-building PPC campaign in Polish search engines (Google, Onet, Netsprint) and contextual advertising networks.
- Implementation of recommended technical changes to the portal.
- Rise in website traffic coming from the organic search results generated by the queries containing branding catchwords ( for ‘DOZ’ --> 1,286.33% increase in the number of visits in September compared to February 2008; for ‘Dbam o zdrowie’ --> 197.61% more visits).
- Rising popularity of the portal generated by the queries relating to the articles describing various kinds of illnesses that were published on the website. An example can be the phrase ‘nadczynność tarczycy’ (Eng. Hyperthyroidism) which has generated 2,005.93% more visits in September than in February 2008.
- DOZ.pl has been announced one of the most popular commercial websites in Poland (according to Megapanel PBI / Gemius) – it was ranked among the 15 largest e-commerce players in the category of online shops and auction sites.
- CTR of PPC campaign reached the level of 21% in the second month of its operating.
Goal → portal popularization and image building of the brand
The goals of the SEM (search engine marketing) actions undertaken for DOZ.pl are to rise the brand awareness and recognition among Internet users, popularize the portal and, consequently, increase the traffic on the website (by reaching the target groups) as well as to create the DOZ image as the biggest chain of pharmacies in Poland that offers the widest range of products both online and offline, which shares its medical and pharmaceutical knowledge to the benefit of the patients.
Implementation → optimization, web positioning, contextual advertising
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