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The value of non-brand search in Pharma

September 2021

Utilizing non-brand search is an effective strategy for reaching Pharma customers. Microsoft Advertising found that when an advertiser serves an ad on non-brand terms, users are three times more likely to click on an ad from that brand next. Users are also 37% more likely to search for that brand next. By bidding on brand keywords only, you’re missing out on an average 14% of users!

However, don’t underestimate the importance of bidding on your own brand terms. We found that only 4% of clicks go to an advertiser’s organic site when they are not serving an ad on their own brand terms, and 72% of clicks go to competitors. Bidding on your own brand means fewer clicks for your competition.

Download the full insights for additional information on how non-brand search can help drive optimal performance.

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