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A Google AdWords Ad has four lines:

Line 1: Keyword-rich benefit headline

Before we talk about how to write a great Google Ad, let's just go back to basic

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

s and get inside the head of someone who is using the Google Search Engine.

Picture this ... your website visitor is interested in finding something on the

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

Examples of combination products may in

Internet so they type some keywords into the search engine. Up comes a search engine results page with a list of websites that matched their search terms.

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

ow, before we go any further let's look inside the mind of the website visitor.

They have a problem or need.

They think "Aha, I'll go and find out the ans

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

er to that on the net."

They point their browser to Google.com and they think, 'Mmmm ... what should I type in the search box?'

Chances are, the keywords

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

Combination pro

they type in are the actual item or items they're looking for. So - let's say they were looking for something to fix their eczema problem.

What do they typ

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

into the search engine?

Maybe they type "eczema treatment". They press submit and they wait for the search results.

The search results come up and the we

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

site visitor scans the listing of results and while she's doing that, she thinks to herself, 'Mmm... eczema treatment, eczema treatment, eczema treatment.

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

here can I find eczema treatment?'

So what is the best keyword or keywords to put in the headline of your Google Ad?

Yes, you got it - "eczema treatment".

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

The reason why this is so powerful is because it's flagging down your reader. The headline is voicing what they are thinking.

For instance:

Eczema Treatm

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

nt
Eczema Fixed Now
Eczema gone in 2 days!

Here's another tip - capitalize the first letter of each word in the headline.

"Eczema cured in day

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

Following aspects would a

" vs "Eczema Cured In Days"

See the difference?

Capitalizing the first letter of each word attracts more attention to the letters within the headline (whi

dd to the challenges in developing combination products:

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

h is obviously very important when you're competing with a whole bunch of other ads as well as organic search engine listings).

Great! So you have a strong

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

headline. The next information to include is as many action words as possible, to drive them to your website.

Unfortunately there is no space for "how to"

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

headlines or anything cute or catchy. About all you can do is mention the keyword with one or two action words surrounding it.

Line 2: Clear Benefit and C

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

mmand

Eczema Cured in 2 Days!
Itching and Redness Gone. Try it

Line 3: Features and specifics

Eczema Cured in 2 Days!
Itching and Redness Gone.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Try it
FREE. Permanent Results. No Drugs.

Line 4: Website Address (URL)

Always feature the URL in upper and lower case to make it stand out. Eczema

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

RemedyCures.com and not eczemaremedycures.com

Eczema Cured in 2 Days!
Itching and Redness Gone. Try it
FREE. Permanent Results. No Drugs.
E

.

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

zemaRemedyCures.com

This is an excerpt from Kristina Mills' Website Copywriting Mastery Course.

To view the contents of the Website Copywriting Mastery Co

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

Companies that provide selfless information through particip

rse or to download dozens more articles on copywriting and get a free copy of Scientific Advertising by Claude Hopkins, go to http://www.wordsthatsell.com.a

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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