Main Subject - Internet and Businesses Online

The recent high profile court case involving Google AdWords and alleged click fraud has filled many online marketers with suspicion. But as an advertiser using Pay-Per-Click search e

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

ngines there is still plenty you can do to keep your campaigns running successfully.

No pay-per-click advertiser wants to pay for fraudulent clicks. Including me. But I know that no

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

Examples of combination products may in

matter how hard the search engines try to detect it, there will always be some level of fraudulent activity, even if it is the owner of a small web site clicking on advertisements on

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

his own site.

So what if a small percentage of clicks are invalid! At least you are still paying mainly for measurable results. Compare this to television or newspaper advertising w

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

ere you pay by the second or by the inch, regardless of whether anyone sees your advertisement or takes any action after viewing it.

Once you accept that some level of click fraud i

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

Combination pro

to be expected, you can get on with the task of addressing the issue wisely. So how can you be certain you're not going to lose big time and go into the red on your campaigns?

The

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

olution to succeeding despite fraudulent click activity is to manage your advertising campaigns like any other professional in the marketing industry. Here are several aspects of you

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

advertising campaigns you need to stay on top of.

1. Use only reputable PPC search engines.

I recommend advertising mainly with the larger, more reputable search engines su

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

h as Google AdWords, Yahoo Search Marketing, and MSN AdCenter. These are the big three as I’m writing this, but depending upon when you are reading this, these may have changed. I ha

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

e experimented with many other PPC search engines and I have been generally disappointed. Traffic quality tends to be poor and I guess there is less effort at fraud detection. If you

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

want to experiment be sure to run small test campaigns first to check the 'integrity' of the traffic.

2. Monitor your campaigns regularly.

You should check your campaigns ev

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

Following aspects would a

ry day. I do. And if I am going to be away from the internet for a day or two, I ensure that my daily campaign limits are set at an acceptable risk level. If you are familiar with yo

dd to the challenges in developing combination products:

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

r usual daily statistics, you will have a greater chance of spotting any spike in activity that may be due to click fraud.

3. Know your conversion ratio.

What is your campai

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

n's conversion ratio? You should know how many click-throughs you need to generate a sale. This might change from month to month and drastic swings may be an indication of click frau

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

.

4. Calculate your conversion cost.

Multiply your average cost per click by the number of clicks required for a conversion. This calculates your conversion cost.

5. Ens

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

re conversion cost is less than revenue.

Ensure your conversion cost remains less than the revenue you make per conversion. And don't forget to allow for the percentage of order

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

Professional from academic institutions, pharmaceutical industries, health care indust

that cancel.

6. Make changes when necessary.

When a campaign is no longer bringing in a decent profit over and above the costs, make changes. You might reduce your click fe

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

s, or change the wording of your advertisement to focus more closely on serious purchasers.

This is not rocket science. It's just good business sense. I hate click fraud and I’ll ap

.

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

laud every time steps are taken to reduce it. But I also know there will always be some level of click fraud. And whether it is 2% or 20% what I am really concerned about is whether

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

Companies that provide selfless information through particip

can continue to run my campaigns profitably.

If you stay on top of the vital statistics I mention above, you will be able to win despite click fraud and stay well ahead of the game

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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Just as it takes a combination of all the right elements to make a beautiful garden grow, it takes more than a great logo, or a great ad to grow a successful business. How do the best businesses do it? They use an integrated approach to their marketing, combining a great visual identity with a compelling message that gets delivered through a variety of channels. People are bombarded with hundreds to thousands of messages a day. It's just not reasonable to expect an ad that runs one time in one newspaper will be enough to get your prospects’ attention and rally them to action.

chniques, and we definitely pay attention to the internet. Those of us who have other business-owner friends ask questions about what is working and what is not. We toss around a lot of ideas and try many different techniques before we figure out exactly what works for us… and inevitably something changes.

You may not be familiar with private auctions on eBay as they are only used by the minority of sellers. Private auctions, are exactly the same as regular auctions except you can not see who you are bidding against. All users who participate in these auctions are completely unknown to each other.

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Main Subject - How to Win Against PPC Click Fraud

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