Navigating Online Success: Assessing the Impact of Google and Meta Ads on a Family-Owned Pharmacy Chain in Romania

Alina-Andrea Miron, Florin-Tudor Ionescu, Anca Ioana Blaga and Oana Mogo?
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Alina-Andrea Miron: Bucharest University of Economic Studies, Bucharest, Romania
Florin-Tudor Ionescu: Bucharest University of Economic Studies, Bucharest, Romania
Anca Ioana Blaga: Bucharest University of Economic Studies, Bucharest, Romania
Oana Mogo?: Bucharest University of Economic Studies, Bucharest, Romania

PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, 2024, vol. 6, issue 1, 1050-1061

Abstract: This paper analyses the advertising campaigns built through Google and Meta Ads (Facebook and Instagram) and the results they have generated for a family-owned chain of pharmacies in Romania. In 2022, the brand, which has been operating for almost three decades, started using online advertising to reach a wider audience and to generate online sales. The primary objective of the paper is to measure the performance of online advertising in terms of brand visibility, website traffic, and online sales over a two-year period from April 2022 to March 2024. The following key performance indicators were analysed: clicks, impressions, CTR (click-through rate), conversions, conversion rates, transactions, and ROAS (return on ad spend) in order to understand how different marketing strategies on Google and Meta Ads can improve online sales. This research aims to provide insights and incentives for other family businesses, especially those with large well-established track records of customers and using traditional forms of advertising to transition to digital marketing and e-Commerce.

Keywords: Google Ads; Meta Ads; Google Analytics; pharmacy chain; family-owned business. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rom:conase:v:6:y:2024:i:1:p:1050-1061

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