Article provided by: Unit Scientific
Pay-Per-Click (PPC) Marketing Services in the Life Sciences
The one fact you must keep in your mind when considering pay-per-click (PPC) marketing campaigns is that you must pay for the click no matter if the person stays on your website to make a purchase or leaves your website in seconds.
This matters in the life sciences because so many products and services are acronyms, like ELISA, PCR, or HER2. These are names for applications, techniques, and genes, as well. The problem is that many of these acronyms are used in keywords for several other industries. This means that when purchasing a keyword you must really understand the intent of everyone searching for that term. What commonly happens in life science PPC marketing campaigns that might even be provided through a PPC service offered by an agency is that the purchased keywords get a high bounce rate (meaning the person clicking leaves the website in under 8 seconds) and the company is left paying a large sum for poor performance.
Pay-Per-Click (PPC) Marketing Services in the Life Sciences that Work
It is important to mention that when purchasing keywords that you can purchase exact matches, near matches, or broad matches. The broader the match the more that Google Ads tries to determine the intent of the search. This can result in displaying the ad to more people who have no real need for your product or service who inevitably click on your ad only to leave your website within seconds.
The best way to counter the high bounce rate from the aberrant clicks is by purchasing long-tail keywords. Long-tail keywords are phrases that are much more in line with the phrases a likely customer of yours would use when trying to search for a product or solve a problem they might be experiencing. In contrast, short-tail keywords would be more of a single word or possibly two-word combination that can be shared with other industries.
It should also be noted that the intent of short-tail versus long-tail keywords within your own target audience is typically at different parts of the sales funnel. The short-tail keywords are most closely associated with people who are attempting to learn more about a subject. Take the keyword PCR for example. Someone searching for “PCR” is most likely trying to learn more about the technique rather than attempting to find a product. This means that there is a chance to nurture this person into becoming a customer. Therefore, there must be alignment between this type of keyword and the landing page it is linked to. Meaning if someone clicks on a short-tail keyword you do not want that link to land on a product page. Rather you want that link to land on a resource page that helps guide this individual into learning more about the technique and eventually about your unique offering.
In contrast, a long-tail keyword is much more aligned with a potential customer searching for a product or solution to his problem. To continue with our example, someone searching for “PCR controls P53” is most likely looking for a product or solution to a problem. In this instance, you would want the landing page for this keyword to be a product page.
It is possible to take a short-tail keyword, like “PCR”, and make it a broad match so that someone searching for a phrase like “PCR controls P53” will also see your ad. However, you will pay more for this broad match since the proverbial net is cast so wide that you will catch so many more searches with “PCR” that are not relevant to your business.
Unit Scientific Pay-Per-Click (PPC) Service in the Life Sciences
Unit Scientific will go through the keyword research that is relevant for both organic and paid search. Paid search will be used to validate efforts ranking keywords for organic search. The focus will be on long-tail keywords that are closer to the bottom of the sales funnel driving revenue. We will also entertain more educational short-tail keywords that are part of nurturing campaigns at the top of the sales funnel.