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One of the most popular and successful marketing methods available on the Internet today is Pay Per Click Advertising. Pay Per Click Advertising or Pay Per Click search engine marketing as it’s sometimes called, is one of the best ways for anyone to get immediate results (visitors to their web si

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

te, sales, whatever).

The catch is that since it’s so effective and popular, the costs have increased dramatically. What was once a very economical method to advertise your product and service had become more competitive and expensive. Pay Per Click management involves not only the effectiveness

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

Examples of combination products may in

of your campaigns, but trying to keep the costs down to acceptable levels.

Google Adwords is by far the most used Pay Per Click advertising method. Since Google is the most popular search engine, it has the most opportunity to display ads along side the natural search results. The advertiser onl

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

y pays for the advertisement if a searcher clicks on their displayed advertisement. So it provides a great opportunity for companies of any size to advertise and only pay if the advertisement is click on by a searcher.

The recent explosive growth had created tremendous competition for this ad sp

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

ce. What once cost .05 to .10 per click, now may cost over $1.00 per click since so many people are now advertising and competing for the same space. Depending on your profit margin, this expense may even keep some companies from using this method of marketing.

So due to the ever increasing cost

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

Combination pro

, companies are looking for ways to get the best bang for their buck on Pay Per Click Advertising. A good formula to use to determine your budget on any advertising is to take the net profit on any sale and divide it by the cost of each click (example – you sell a product that nets you $20, and y

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

ur number of sales to visitors (conversion ratio) is 2 sales to 100 visitors, so you divide the number of visitors by the net ($40 by 100) and you get .40 per click max cost). You bid over that cost, and you lose money (using the example .40 would be the max you could pay and even then you’d be p

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

ushing it).

Using that information, you can determine your budget for any Adword campaign. The catch 22 here is that many times the competition can drive the cost above your budget for many popular and effective keywords or phrases.

And so the game begins. Advertisers are constantly looking for

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

new keywords or phrases that either don’t have the competition (and therefore high cost). Keyword research becomes critical to success. But there are other ways to play the game, and one is to reduce your cost via Google’s assigned Quality Score.

One of the often overlooked areas to reduce Googl

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 Adwords campaigns cost is doing SEO (search engine optimization) on your landing page and web site. One of the best side benefits of using proper SEO methods for organic search results is that you also get better value on your cost per click your Adword campaigns.

Goolge has a "quality score"

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

hey assign to every keyword or phrase in each of your adgroups (an adgroup is a group of keywords and phrases tied in with a specific ad in your campaign). This quality score can now be displayed on each word. To find out how just do a search in Adwords help section.

This quality score is based

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

Following aspects would a

on several attributes that judge the relationship of the content between the ad, the landing page, and click through rate (CTR) for that keyword or phrase. There are three scores that I have seen (there may be more), Good, OK, and Poor. Good implies that your keyword matches well with your ad and

dd to the challenges in developing combination products:

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

your landing page. OK means that you're close, but not the best. And poor means that you had better change something.

Of course there's also that dreaded Inactive, which means you are not even near the relationship that Google wants to see between the keyword, CTR, ad, and landing page. And you

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

can either raise your bit to $10 or get your keyword, CTR, ad, and landing page in sync.

Here's Google's own definition:

“Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determin

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

d by your keyword's click through rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.”

Google rewards or penalizes you in price of a click based in part on that score. “Good” keywords get a lower cost than “Poor” ones. How much difference? Well it's hard to say un

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

less you can see what state the SEO is in on the landing page.

I've seen as much as a 30% decrease in cost. I know that many of the Adwords users don't really care about natural or organic search results initially. They plan on using Pay Per Click advertising methods to drive traffic to their we

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

Professional from academic institutions, pharmaceutical industries, health care indust

sites right from the beginning.

So many times they haven't even done the most basic SEO on their landing pages. And the impact can be dramatic. Sometimes we also tweak the ad a little, to make a better fit between the Adgroup and landing page too.

What's really impressive, is Google immediatel

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

y rewards the better SEO. I have seen the results of good SEO in a matter of hours, at most in one day. And if you want to see a happy advertiser, have them login to their Adwords account the day after they do some effective SEO work. You can can’t beat that smile off their face.

That's one of t

.

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

e biggest positive factors with Adword campaigns, immediate gratification on any changes. It's always a good business practice to track all changes and results. No matter how well your Adwords campaign is doing, it can usually do better. And small changes can have a big impact on results, even on

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

Companies that provide selfless information through particip

your landing pages.

So my advice to any Adwords users is to take a hard look at your landing page SEO. You not only get the benefits of better organic search rankings, your Pay Per Click costs can go down too. And with the competition being so fierce, any way to reduce you cost can really count

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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