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.