Unless you're measuring engagement paid search is a waste of money
Paid search, or above the line search marketing, is a cash cow that makes Google richer. As people become more Internet savvy they have learned to type in product.com to get to a website they want to visit. Consumers also are more likely to click on organic search results than paid search results when looking for health information as there are way too many shady online pharmacies still trying to sell drugs illegally. But the real issue around search is adequate measurement which is ironic because DTC marketers usually measure everything.
Clicks through to your website mean 0, nothing, nada. Your bounce rate will tell you that (if you don't know what that is than you're already in big trouble). You should be measuring; cost per targeted action, cost per time on site, cost per page exposure and then looking how they meet your business objectives for the brand.
As for the copy under paid search, if you (and the FDA) believe that people are going to read the copy and run to their HCP to ask for an Rx I want some of what you're drinking. The copy under paid search is just a description of where the link takes you and consumers are smart enough to know that by now as my research confirmed earlier this year.
The other issue which is bothersome about paid search is that Google can sell your brand name to competitors unless you purchase 100% share of voice and placement. So somebody could type in Lipitor and get a list of, not only Lipitor's site but, competitors as well.
Here a search for Lipitor reveals that the
keyword is being used by
others besides Pfizer.
Paid search is useful when you are launching a
new brand and brand awareness is at a low level.
People who see your ad on TV may not remember the
brand name thus paid search can help reinforce
your branding. Paid search is also good for
health conditions for which there is low
awareness. The key however is to pull back your
search spending when the awareness level reaches
your targeted goal.
Pharma would be better suited to add some digital
people NOW so they can leverage the Web and not
waste money at a time when money is getting hard
to get.
