Rare disease patients and caregivers are the epitome of long-tail searchers
Although the vast majority of time spent online is spent on long-tail sites — or sites with an overall reach smaller than 1.5% of the internet population — the majority of ad dollars are spent on short tail sites, according to comScore. What an interesting disconnect between audiences and marketers.
A CONTEXTWEB study of 1,000 ad campaigns across 18,000 publisher sites during the second half of 2010 discovered that ads placed on long-tail sites lifted click rates by 24% — a big lift compared with larger web properties. The research identified that “health” had a 43% lift in click-through rates for long-tail ads.
The chart below shows how this compares with other industries.
Looking at content categories, the top one for long-tail searchers was “education.”
Because most people start health searches with “Dr. Google,” does this mean that WebMD has a smaller influence for niche populations than smaller community or foundation sites? What about the new Google algorithm with its focus on quality content? I think this will make the influence of long-tail searches even more relevant.
Siren’s work within the rare disorder niche falls within the long-tail spectrum. Rare disease patients and caregivers are the epitome of long-tail searchers. Whether it be for a simple definition of the rare disease, an innovative treatment, or an outreach to find others, those touched by a rare disease are a web-savvy bunch and know a good-click versus a bad-click. Empowering rare disease patients by offering them education through powerful long-tail ads is a win-win for both the audience and the marketer.
What do you think?
(Image courtesy of Dan Bennett on Flickr.)
- 17 March 2011 at 7:03pm
- Ciaran Bellwoar 18 March 2011 at 7:03pm
- Eileen O'Brien 18 March 2011 at 7:03pm
- billlublin 18 March 2011 at 11:03pm
- Tina Avanzato Chiodo 21 March 2011 at 4:03pm
- Micro-Targeting Health at SXSW | SIRENSONG 29 March 2011 at 12:03pm
- CONTEXTWEB 29 March 2011 at 12:03pm
- Mariellen Heffernan 29 March 2011 at 5:03pm
- Wendy White
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