Vanity URLs for Pharma Industry

vanity URLs in pharma. To have or not to have

Are Vanity URLs still allowed in Pharma

The answer is: Yes and No. It depends on which adverting channel you are referring to.
Here is the scoop:

For Print:

Vanity URLs are still an effective advertising tool in Pharma that can help with marketing/tracking and they can be more memorable for our target audiences.

For Organic Search:

Vanity URLs have no positive or negative impact.

For Paid Search (Google):

Google has implemented a Vanity Override option.  They no longer allow vanity URLs, instead they provide 6 override options to choose from: i.e. Vanity URL will be replaced with “Prescription Treatment Website”.

For Paid Search (Bing):

We would need a vanity URL for Unbranded ads since Bing/Yahoo do not offer any vanity override option.

For Display ads:

I believe most display ad networks won’t allow you to display the Vanity URLs on the ad.  All ads should drive to the same domain name listed on the ad (Nancy can you confirm this

Post by Sammy Noorani (Search Marketing Director at FCBHealth)

Tags: ,