ScriptSave WellRx Surpasses Competition with New PPC Strategy
ScriptSave WellRX increases subscribers & Brand Awareness
ScriptSave® WellRx is a free prescription savings program that individual patients can use to save up to 80% on prescription medications at participating pharmacies across the United States. The ScriptSave WellRx savings card and mobile app help people without insurance — and those whose medications are not covered by insurance — save money on prescription drugs.
In some cases, the ScriptSave WellRx savings card can even help card holders save more on prescriptions than they can with insurance. Plus, the ScriptSave WellRx website and app enable users to compare prescription prices at local pharmacies to find out where they can save the most.
With numerous competitors, ScriptSave WellRx faced a dual challenge: How to educate the public about the value of prescription savings cards, while ensuring ScriptSave WellRx becomes their go-to provider.
Aristotle PPC Strategy February 1 – April 30, 2017
When Aristotle began managing the ScriptSave WellRx AdWords account on February 1, 2017, Sarah Stashuk, Director of Digital Media and Aristotle SEO, noticed the company’s campaign performance was extremely erratic. “The cost-per-conversion fluctuated dramatically from day to day. Aristotle’s remedy was to implement changes to the existing campaigns to stabilize the performance and set up new campaigns based on Google’s best practices.”
Aristotle developed a healthy campaign strategy for ScriptSave WellRx using pay-per-click advertising in the Google AdWords Search Network to drive qualified traffic to the Wellrx.com website and to encourage subscriptions and utilization of the savings program.
Goals of the Campaign
- To increase the number of subscribers
- To increase card utilization
- To generate brand awareness and website visitation
- To educate the public about the benefits of the ScriptSave WellRx savings program
• To utilize keywords that have historically generated high conversion rates
• To optimize for a target cost-per-acquisition, setting thresholds below client-defined levels
• To stabilize campaign performance to reduce daily fluctuation
• To optimize for top converting terms
• To develop new campaigns with related terms and targeting to reach broader audience
• To increase the ad footprints with sitelink and callout extensions
• To design and develop a new landing page to appeal to the audience and to drive conversions
Aristotle utilized the Google AdWords Search Network to capture people searching for terms related to pharmacy discounts and comparing prescription prices to drive them to the wellrx.com website while they were searching for the best prices on prescriptions.
In April, Aristotle launched a new landing page to appeal to the target audience and updated the ads to drive traffic to the new page at https://www.wellrx.com/family-prescription-savings. Improved performance continued after the shift to the new landing page.
In May 2017, Aristotle’s new dedicated Google strategist informed Aristotle that the 2017 Rx Discounts – US campaign was among the best-performing campaigns she and her team had seen in any of their client accounts.
This was due to the campaign’s ability to maintain a consistently low cost-per-conversion (at levels that remained lower than all client-defined CPA thresholds – even when spend was increased by X%).
Aristotle began managing the ScriptSave WellRx campaigns on February 1, 2017 and achieved amazing results through April 30th as compared to the previous 3-month period. The search campaigns in Google AdWords saw a 20% drop in cost-per-click, 26% drop in cost-per-conversion, 5% increase in click-through-rate and 8% increase in conversion rate.
Results (February-April 2017) over previous three-month period
- cost-per-click -19.92%
- cost-per-conversion -25.94%
- 51% click-through-rate +4.58%
- 55% conversion rate +8.12%
Campaign performance also exceeded healthcare industry benchmarks as follows:
- Conversion rate was 478% above the healthcare industry benchmark.
- Click-through-rate was 111% above the healthcare industry benchmark.
- Average cost-per-click was $1.44 below the healthcare industry benchmark.
ScriptSave WellRx analyzed their AdWords and internal analytics data to calculate these additional KPIs:
- Cost per New User
- Net Rx/day (New Users)
After Aristotle’s management of the company’s PPC campaigns, the outcome greatly exceeded their expectations, resulting in a healthy increase in engagement and a dramatic decrease in cost per acquisition. Utilizing the Google AdWords Search Network was the prescription for success.
Between February and April 2017, the average cost per new user decreased by $1.45.
I’ve had the pleasure of working with Sarah and her team for the past 6 months. During that time, Sarah helped grow our organic SEO traffic 32%. Her work with Google AdWords increased our monthly number of unique users by 37% and dropped our bounce rate by 8%. With Sarah’s guidance, our targeted spends increased ad impressions and conversions while dropping our cost per conversions 42%. I’d highly recommend Sarah to help grow your business.
--Steve Asmussen, Social Media, Marketing, Communications, SEO | PPC, AdWords, at Medical Security Card (MSC), LLC