Main Subject - Internet and Businesses Online

I was writing a pretty lengthy email to one of our clients tonight about how to read their google AdWords report and realized that I would probably be writing this same email over and over again. But, as my business partner Harry Casimir lik

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

es to say, “never do something more than once, automate!”

Many of our clients are not technologically savvy, but I realize that even those who are (and this particular client is) might have trouble reading the default reports generated by G

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

Examples of combination products may in

ogle. Maybe it’s their use of abbreviation or that some of the main elements of their reports are formulas, but I’ve noticed many of our clients at Unique ID have asked me to explain, in some form, their reports.

I am a huge proponent of Go

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

ogle AdWords, and like Google AdSense, it has revolutionized the web (but on the opposite spectrum) and it has led to the success of many of our web sites and the elation of many of our clients. But, as Action International explained at a re

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

ent Small Business Development seminar “You Must Measure Everything!” Many of our clients have requested detailed reports of their Google Adwords accounts. My employees and I are very familiar with the system, and consequently, the reports a

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

Combination pro

re easy to read, but for those unaquainted with the system I can understand their frustration. So I put together a simple guide to reading Google’s Adword reports (an explanation of each column of the report, names and prices have been chang

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

d to protect the innocent).

Date: The date or date range of the data.

Campaign: Arbitrary information that lets you know under what campaign the reporting information is for. In the examples’ case we only

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

have one active campaign “Regionally Targeted”

Ad Group: Arbitrary information that lets you know under what ad group the reporting information is for. In the examples’ case we only have one active adgroup “Sounds.” In the

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

ase of other reports (depending on how your or your search marketing company have set up your account) there might be additional items.

Keyword Matching: The type of system the keyword was displayed on. Broad means google’s

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

search engine or search engine affiliates (companies that use google’s software and utilities to drive their own search engines). Content means those sites that have agreed to run google’s ads through the adsense network.

Keyword S

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

atus: Shows the current status of the Keywords for that month (active, deleted, paused, etc.).

Keyword Min CPC: The minimum cost per click that was paid for term(s). This is just the absolute minimum Google charged

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

Following aspects would a

for the specific term (most likely based on competition for the term you were bidding on).

Current Maximum CPC: Current maximum cost per click. This is the item that is adjusted to increase or decrease our terms rankings. T

dd to the challenges in developing combination products:

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

his is the maximum amount we are willing to pay google for a single click for that term. Most of the time this is edited on a Ad Group wide level so every maximum cost per click should be the same. You can edit each keyterm individual and th

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

report may reflect that.

Impressions: The number of times an ad was shown.

Clicks: The number of clicks we received.

CTR: Click through rate, clicks divided by impressions. This is one o

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

f the biggest measurements of the success of an account. A high click through rate means our ads and keywords are very well matched and targeted. Our standard measure for CTR is 0.5% or 1 click for every 200 impressions.

Average CPC

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

Average cost per click. The average price you paid for a click for that specific term.

Cost: Clicks x Average CPC (cost per click).

Avg Position: Average Position, or the position on google the a

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

Professional from academic institutions, pharmaceutical industries, health care indust

d appeared at. Typically a higher position means a higher CTR. And alternatively, accounts with higher click through rates typically receive better placement.

Conversions: the number of direct web contacts received through

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

oogle. These are the number of people that fulfilled every step, they searched for your term found your ad relevant, clicked through to your site, and either signed up or purchased something. Click through rate is only a measure of web leads

.

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

or contacts, some visitors might have been ‘converted’ through the telephone or direct email.

Conversion Rate: Conversions divided by clicks. If you had 3 people click through to your site for “chicage killgrass7” and 1 pe

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

Companies that provide selfless information through particip

son actually contacted you through the web contact form you would have a conversion rate of 33% for that term.

Cost/Conversion: Cost divided by conversions. This is done on a per term basis and also as a total at the bottom

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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