Branded Phrases, Sites & Conversions
A recent comScore study for the Pharmaceutical industry analyzed the brand awareness and conversion impact of search marketing and visits to a brand web site.
The conclusion? "Branded Websites Are the Most Effective Online Marketing Tactic"
For those of us in the Search Engine Marketing industry, digging into the study provided some new conversion rate data for brand sites:
"Getting a patient to visit a branded Web site is the most effective form of online pharmaceutical marketing, with an incremental patient adherence rate nearly 20 percentage points higher than among those who did not visit the Web site...."
As search marketers, there is no revelation in these numbers. We know that search engine traffic from branded phrases often brings higher conversion rates.
However, this is a good reminder and does provide us with another study and statistic that shows the importance of an ongoing strategy to have your brand's web site above the fold at search engines for your branded search phrases.