IDEAS home Printed from https://ideas.repec.org/a/rom/conase/v6y2024i1p1050-1061.html
   My bibliography  Save this article

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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Alina-Andrea MIRON & Florin-Tudor IONESCU & Anca Ioana BLAGA & Oana MOGO?, 2024. "Navigating Online Success: Assessing the Impact of Google and Meta Ads on a Family-Owned Pharmacy Chain in Romania," PROCEEDINGS OF THE INTERNATIONAL CONFERENCE ON ECONOMICS AND SOCIAL SCIENCES, Bucharest University of Economic Studies, Romania, vol. 6(1), pages 1050-1061, August.
    • Handle: RePEc:rom:conase:v:6:y:2024:i:1:p:1050-1061
    as

    Download full text from publisher

    File URL: https://www.icess.ase.ro/navigating-online-success-assessing-the-impact-of-google-and-meta-ads-on-a-family-owned-pharmacy-chain-in-romania/
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Google Ads; Meta Ads; Google Analytics; pharmacy chain; family-owned business.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:conase:v:6:y:2024:i:1:p:1050-1061. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Zamfir Andreea (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.