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So when it comes to Google Adwords, what's the big fuss about negative keywords? Why would they be at all useful for an Adwords campaign? And what are they anyway?

Ok, I think an example would be good here.

Let's say that I

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

have a wonderful cure for insomnia, it's a hypnosis CD, and I start to advertise it on Google Adwords with the search term 'insomnia' — makes sense, doesn't it. Yet I may find that after 100 clicks or so I haven't sold a singl

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

Examples of combination products may in

one. Hmmmm, why not I wonder.

Well, you see there was a film called 'Insomnia' in 2002 staring Al Pacino, Robin Williams and Hilary Swank — so some of those searches would have been for the film itself ... possibly people lo

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

oking for a free download or something.

Then there's the Faithless album called 'Insomnia' released in 1996 I believe — so some of those searches would have been for the album, or even some album downloads.

Oh dear, not look

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

ng good, is it?

Then there's the ringtones of the track 'Insomnia' (again from Faithless) — we wouldn't even want to compete with ringtones now would we :-)

Then we have the band called 'Insomnia' from Bedfordshire, England

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

Combination pro

.. hey, you never know, it may be that these guys would be searched for, eh?

So there's four scenarios that wouldn't really match our own preferred outcome, but is it such a huge problem? Perhaps my hypnosis CD makes so much

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

money that I can afford the low conversion rate.

Well, maybe. But perhaps the immediate solution that most people would opt for is to change the creative for the ad to put off those people who aren't looking for an insomnia c

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

re, but are really looking for downloads or band info.

That may work to reduce our clicks, but that also has the effect of reducing our CTR (click-through rate) ... because our ad will continue to show for some of those irrel

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

vant searches, but never be clicked on. And if our CTR falls too low, then we either end up paying $10+ per click, or the campaign gets dropped altogether. Not what we want at all, eh?

What we really want to do is stop the a

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

d from showing for these irrelevant searches, and this is where negative keywords comes in.

First of all we can wipe out a lot of those searches from people who are looking for downloads — whether it be ringtones or mp3s or m

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

vies.

-download

There, done.

What this does is add the keyword search term 'download' to the negative keyword list. Any searches that contain the search term 'download' will now mean that our ad won't show.

Hurrah!

We cou

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

Following aspects would a

d also add -mp3 -ringtone -movie -film -dvd

Get the idea?

Now some of the negative terms you may not think of are things like:

-guide ... some people are searching for reports or guides. If you don't provide them, then don'

dd to the challenges in developing combination products:

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

t match them.

-free ... ah, how much stuff can we grab from the Internet for nothing? Again, if you don't give it away, don't allow your advert to show when people search for 'free' stuff.

-affiliate ... always an interestin

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

one. People want to sell products via affiliate sales, but then again, if you don't have an affiliate program, DON'T MATCH IT ... (are you getting the message?)

Now, sometimes we need a fool-proof method for setting up our n

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

gative search terms — and by the way, you can add the negative term at both the ad level or at the campaign level — usually I put the 'standard' negative search terms (e.g. the free, download, affiliate etc terms) at the campa

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

ign level, and then tweak it for the individual ads at the ad level.

So, how do we go about setting up our negative terms? Simple. Use any keyword suggestion tool that you have access to, whether it's the Overture/Yahoo Searc

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

Professional from academic institutions, pharmaceutical industries, health care indust

Marketing tool, the Google Adwords tool, or one of the many expert packages that you can buy on the Internet, and run your usual search for keywords. But this time, each time you come across something that doesn't really matc

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

your desired campaign, guess what ... you've found a potential negative keyword term.

(I can see that the light-bulb has finally come on ... yes, when you carried out all that research at the start of your campaign you could

.

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

have saved all those negative matches!)

Once you've compiled your negative keyword list, you need to go through it and weed out all the common terms. For example, having "download mp3" and "download ringtone" in your list co

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

Companies that provide selfless information through particip

ld both be covered by the common term "-download" ... make sense?

So there you go. Negative keywords in a nutshell. Not so difficult after all, was it.

© Copyright Howard Sandford, Fast Improvement 2006 - all rights reserve

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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A humorous, tongue-in-cheek look at ways in which we sabotage ourselves in our businesses. Read it and laugh and learn.

As an artist it is hard to not feel flattered when approached by a gallery. If you are a professional or hope to be one, having a gallery is at the top of your list.

The Desire to become the best at what you do in your chosen business endeavor, is but one of the keys to real success. There are many. But, you should know that achieving true success in any business, requires that you consistently bring something of value to your customer.

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