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A recent study has given new insight into how Google insiders write their own Pay-Per-Click (PPC) advertising. These ads are created by Google for large corporate advertisers who rely on Google employees to produce PPC ads for them. Knowing how the AdWords system works,

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

leads these Google insiders to develop ads in a very special way. Because they can take advantage of secret processes and patented algorithms to produce PPC ads that work extremely well. Are these unique, insider methods available to all?

Employ Unique Ad Text

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

Examples of combination products may in

/strong>

Google insiders know that PPC ad text should be special - customized to include the advertiser's UVP (Unique Value Proposition). What separates you, from your competition? Find the answer. Then put the essence of that, into your ad text.

Include Your

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

rice in the Ad Text

Including price in ad text has a bunch of outstanding benefits. Here are two;

- it gives your prospect more information - as your competitors probably aren't doing it, and

- if your price is too high for an individual to consider, happily

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

you'll have steered them away from clicking on your ad. This is a good thing - as they won't cost you money. Money that can be saved for someone who is willing to consider your price.

Use Keywords in the Headline

The Almighty Headline. It's i

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

Combination pro

the most important element of any PPC ad. Google strongly recommends you always include the search keyword in the headline. And indeed, insiders do this in their own ads.

A headline's primary purpose is to attract your prospect's attention. And it will do this much be

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

ter with the keyword in the headline. Because that keyword will appear bold on your prospect's screen.

Your headline's second job is to boost the ad's Google Quality Score. According to Google; "Quality Score is the basis for measuring the quality and relevance of your

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

ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page."

Including the search keyword in the headline means y

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

u'll need to create a number of tailored ads. Each should have only a very small number of keywords. No problem – as a gift from the Google Gods, their Campaign Management screen makes it easy for you.

Use Negative Keywords

We tell our children not to

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

be negative - it's just not nice. But make an exception for yourself, because in the world of Google, Negative Keywords are absolutely critical to your success.

According to Google; "A negative keyword is a special kind of keyword matching option that allows you to pre

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

ent your ad from appearing when the specific terms are a part of the user's search." Google insiders make extensive use of negative keywords. So should you.

Include Keywords in the Ad Text

Search keywords in ad text will be displayed in bold. This att

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

Following aspects would a

acts greater attention – an outstanding free bonus. What's more, they'll further increase your ad's Quality Score. And always use proper spelling & grammar and in your PPC ads; Google is picky about this.

Have a Strong Call to Action

Google insiders l

dd to the challenges in developing combination products:

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

ve to do this, because it works. In your ad text, make sure you tell your prospect what action you want them to take. Use dynamic marketing language to entice your prospects to take the next step has real benefits. But what does dynamic marketing language mean?

In a nu

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

shell, it means grabbing your prospect by the eyeballs and dragging him into your ad. Then telling him what to do.

According to Google; "Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to clic

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

on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are; 'Buy, Sell, Order, Browse, Sign up, and Get a Quote.' "

Produce at Least Two Ad Variations

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

Many advertisers create a single ad and run with it. Are they insane?

You should always be split-testing your ads (have a slight variation in your ads, which then automatically alternate so you can see which variation is working better). Google put the Ad Variation fun

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

Professional from academic institutions, pharmaceutical industries, health care indust

tion there for a reason. Best of all, it's so easy – it would be a crime not to take advantage.

Enter Keywords in the 'Displayed' Web Address

Keywords in the displayed web address will increase each ad's Quality Score. Use a subdomain or subdirectory

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

n your site structure to allow this. I strongly recommend this technique, and have produced a free, 7 minute online streaming video to show you how to do it - and why. Visit www.BetterClix.com and select 'PPC Tips on Video' to watch.

Link the Ad to a Specific P

.

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

ge on Your Site

Ensure your prospect is delivered to the specific page on your site associated with the product or service in the ad. If you don't, and instead rely on her to search for info on your site, you may as well kiss her (and your money) goodbye. This

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

Companies that provide selfless information through particip

also hurts your Quality Score, as Google is now measuring how long someone stays at your site, once they arrive.

If you're not using every single one of these insider methods, start today. Because you can be sure it won't be long before your sharper competitors will be

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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Digg It - When Google Creates a PPC Ad, This is What They Do

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