Main Subject - Internet and Businesses Online

Many advertiser's using Google's pay per click advertising system, AdWords are losing money every single day by failing to do one simple

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

thing; they're not using negative keywords.

What Is A Negative Keyword?

It's a word or phrase that you add to your Campaign or A

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

Group in order to prevent your advert being displayed in response to a search that may not be relevant to you. Let's look at a quick exa

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

mple:

You run a web site that sells digital cameras but not digital camera batteries. So the last thing you want is for the battery sear

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

her to click on your advert.

Now you could just bid on the exact phrase digital cameras and the like to reduce the risk but if yo

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

u want to get the balance right between maximum exposure but avoid irrelevant clicks, then I suggest you use a combination of phrase matc

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

with plenty of negative keywords thrown in to the mix.

In the example above, you could bid on "digital cameras" but add 'batteries' as

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

a negative so preventing your ad being displayed for a search containing this word.

Why Bother?

Quite simply, you'll save mon

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

y and improve conversions for your AdWords campaign.

Google rewards relevancy meaning that in very simple terms, the higher you can

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

get your Click through Rate (CTR) the more relevant your advert is deemed to be. As a consequence, it is perfectly feasible for an advert

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ser at position #1 to be paying less than advertisers in lower positions who haven't worked as hard at optimising their campaigns. Clearl

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

, if our 'battery searcher' doesn't click on your ad (and why would they?) then your CTR will suffer.

Conversely, they do click on your

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ad. This is what I call a 'curiosity click'. OK, your CTR hasn't suffered but your budget certainly has. A wasted click combined with qua

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ity scoring, means your campaign has just taken a real knock.

How Do You Find Negative Keywords?

There's many ways to skin this

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

particular cat but like so much with Search Marketing, it starts with good keyword research.

Research your keywords then copy these to a

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

new text file or spreadsheet. I then search and replace (with blanks) my primary phrases and words that are relevant. This then leaves wo

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

rds and phrases that are irrelevant to our campaign, i.e., our negative keywords.

This process can take a while to work through and refi

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

e. It's important to be sure that what you're left with is a list of words/phrases that you definitely wouldn't want your advert to be di

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

splayed for.

The time you spend identifying your negative keywords will be well worth the investment and will pay you back many times ov

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

r. You will start to see your CTR climb, costs reduce and conversions increase. That is what you want from your AdWords campaign isn't it

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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As a result of Internet influence on the buying markets, today's catalog copy is changing to include 4 aspects that increase sales. Understanding these trends is the key to catalog success... online or off.

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