Main Subject - Internet and Businesses Online

Listen: Holidays are over, and we've landed in 2007. Now, it's time to see if you're truly prepared for this year's even rougher and tougher Google AdWords battleground.

If you can answer 8/10 of the following questions

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

correctly, you're likely prepared. If you can't, you're probably going to be eaten for lunch by the more knowledgeable AdWords PPC sharks this year.

Answers are at the bottom of the page. No peeking, OK?

1. Google

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

Examples of combination products may in

AdWords allows the following phrases in ad text;

a. 'Click Here'
b. 'Start Here'
c. 'Look Here'

2. True or False? Google allows you to have a popup ad on your landing page.

a. True
b. False
c.

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

t depends

3. You should optimize your Google PPC ads for;

a. CTR (Click Through Rate)
b. ROI (Return On Investment)
c. Both CTR and ROI
d. Entertainment value

4. Mentioning the price of your product

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

or service in your ad text is;

a. Recommended by Google
b. Not recommended by Google
c. Mandatory in certain categories

5. Using your site's Home page as a landing page for your Google ads is a;

a. Good

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

Combination pro

idea
b. Bad idea
c. Very, very bad idea

6. What's a proven effective way of ensuring your ad is displayed, when someone searches for your competitor's products?

a. Bid on keywords that are your competitor's b

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

and name or products
b. Use Dynamic Keyword Insertion
c. There is no legal way to do this

7. Which of these should you consider the major weaknesses in the majority of today's Google ad campaigns?

a. Overbidd

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

ing
b. Insufficient grouping of keywords to specific Google PPC ads
c. Weak headlines

8. The #1 position in Google PPC results can often be a poor place to aim for because;

a. It generates high traffic, but l

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

ousy results when the prospect hits your landing page
b. It's often an impossible position to achieve, as big advertisers have established a strangle-hold on that position
c. It removes the beneficial 'pre-qualificati

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

n' function performed by higher position competitors' ads
d. All of the above

9. Which of the following words has research proven to be the most effective at increasing a typical Google ad's CTR?

a. 'More'
b.

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

'Why'
c. 'Killer'
d. 'How'

10. Having a search keyword in your ad's display URL is proven to;

a. Increase your Google ad's Quality Score
b. Decrease your Google ad's Quality Score
c. Have no effect

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

Following aspects would a

on your Google ad's Quality Score

ANSWERS

1. B. 'Start here' is allowed (the other two aren't).

2. B. False. According to Google, 'We do not allow links to landing pages that generate pop-ups when use

dd to the challenges in developing combination products:

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

s enter or leave your landing page. We consider a pop-up to be any window, regardless of content, that opens in addition to the original window.' (Yes, I do realize there are ways around this - but we're not going to t

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

alk about 'black-hat' stuff here).

3. C. Optimize for both CTR and ROI. Why? Achieving a high CTR with lots of low-quality traffic that doesn't convert, is pointless. But also isn't having a high ROI and only one click

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

a day a waste of time too? Solution; optimize for the right mix of both.

4. A. Recommended by Google

5. C. Don't even think about it. Chances are your Home page does not have the tailored content

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

necessary to convert well as a landing page for your Google ads. Create a tailored page for each ad group instead. Don't have one? Switch your ads off...and get one!

6. A. Bid on keywords that are your competitor's bra

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd name or products

7. B. If your ad copy matches the keywords exactly, prepare for a significant boost in your Click-Through-Rate (CTR)! Keywords should always be included in your ad. If the exact keywords show up

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

in your ads, they get highlighted in bold. In particular, try including the exact keyword(s) in the ad's headline.

8. D. All of the above.

9. C. Believe it or not, the word, 'killer' is pr

.

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

ven to be a real attention-getter in Google ads. Why? Who knows - but it works.

10. A. Having the search keyword in your ad's display URL is proven to give your ad a healthy position boost - for free!

Did you pass? If

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

Companies that provide selfless information through particip

you did, well done! For the rest of us, here's the bottom line:

If you want to avoid becoming Google's 2007 Least Likely to Succeed, perhaps it's time to brush up on your Google AdWords skills. What are you waiting for?

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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Main Subject - Can You Pass this Quick Google AdWords PPC Quiz?

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