Search and Social

Pharma SEM Bounce Rate Series – Part One: Why Is Bounce Rate Important to Pharma SEM (PPC) Search Campaigns?

by Ian Orekondy on January 1, 2010

Higher bounce rates mean less-educated patients and inefficient advertising spend.

  • Without the ability to directly track sales of pharmaceuticals on pharma online brand websites, engagement metrics like bounce rate become increasingly important as a measure of success for pharma SEM campaigns. (Bounce rate is the percentage of single-page visits or visits in which the person left your site from the landing page. From Google Analytics.)
  • The hypothesis is that in order for a pharma website to educate patients and empower them to have an effective conversation with their physician, a visitor to the site should view more than just the landing page; conducting a search on Google, clicking a pharma advertiser’s text ad and landing on the site is not enough; a visitor should click deeper into the site and consume more content in order for that click to be considered a quality click.
  • When the objective is education, a bounce is a wasted click (i.e. wasted ad spend).

Bounce rate analysis provides actionable insights.

  • Identifying keywords, text ads and landing pages with high bounce rates allows you to focus on areas that need improvement. 

What is a “good” bounce rate?

  • It’s important to put your pharma SEM (PPC) campaign bounce rate into context, and there are several ways to do this, which we will explore in Part 2 of this series.

In Part Two of this series, we’ll explore how the FDA Letters on Sponsored Links impacted pharma brand site bounce rates: Pharma Bounce Rates – Part Two:  Pharma Bounce Rate Benchmarks and Impact of FDA Warning Letters

And in Part Three, we’ll explore 5 Ways to Reduce Pharma Search Engine Marketing (SEM) PPC Bounce Rates.

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