The way to healthy
e-commerce
- Bluerank & DOZ.PL
In the world of e-commerce, competition is fierce and the race to increase conversions and achieve a high return on investment (ROAS) is constant. What happens when Poland's leading healthcare e-commerce company, DOZ.PL, joins forces with one of Poland's largest digital marketing agencies - Bluerank. Then, as you can read below, nothing is impossible.
🏆 Award Nominations
European Search Awards 2023
- Best PPC Campaign (Large)
- Most Innovative Campaign
Performance Marketing Diamonds 2023
- Best Paid Campaign
🚧 Challenges
Challenge #1: Increasing the share of Google Ads in revenue sources
Despite its strong market position, DOZ.PL had a relatively small share of traffic and revenue from Google Ads campaigns, relying mostly on SEO. The goal was to diversify traffic sources and fully leverage the potential of paid campaigns, aligned with a new strategy and budget levels.
Challenge #2: Maintaining advertising budget efficiency
With a recommendation to triple the budget, came the natural pressure to ensure every złoty was spent effectively. How do you scale campaign spending while maximizing ROI? We needed to find the balance between a high-performing ad budget and efficient allocation as the number of promoted products grew.
Challenge #3: Managing the full customer journey in a complex healthcare sector
Running performance campaigns in such a regulated industry required constant verification of compliance with strict medical advertising laws and Google’s own policies.
🎯 Strategy & Execution
Our strategy was built on three pillars:
- Maximizing product campaign effectiveness
We developed a smarter, more efficient system for selecting products to display in ads. - Restructuring campaign architecture
We aligned campaigns with the Customer Journey model, improving budget and bid management. This included creative use of campaign types like DSA (e.g., targeting blog content during the See and Think stages) and various Performance Max configurations — pushing the boundaries of what was possible. - Leveraging an interdisciplinary team of specialists
A combination of PPC, SEO, Strategy, and SXO experts worked alongside DOZ.PL’s Traffic Manager and Marketing team. This synergy was the driving force behind our success, allowing us to achieve results others could only dream of.
🔧 Key Implementations
SCORING System
Expanding the product feed from 4,000 to over 13,000 items required a dedicated solution for smarter product evaluation in Google Ads. Each product was scored based on hard data — including sales performance, unit profitability, and current stock availability. For key product groups, manual weighting was applied to boost exposure. Products were automatically rated (Low, Medium, High, Top) and assigned to campaigns with tailored budgets and tROAS strategies.
Campaign Structure Overhaul
- Granular Performance Max campaigns with dedicated assets per product category or brand, using unique ad copy, visuals, and signals (custom audiences in Google Ads, GA4 audiences).
- DSA campaigns targeting DOZ.PL blog articles to support early stages of the purchase journey.
Cross-Team Synergy
- Use of Bluerank’s proprietary Bluecommerce tool to reduce CPC in product ads.
- Collaboration with SXO experts to improve site usability (UX) and boost conversion rates.
- SEO support to enhance page titles and descriptions, improving DSA ad performance and quality scores.