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Digg It - Google Adwords : How I Spent My Wad, Burnt My Budget, And Ultimately Became A Complete Chump
Well the title says it all.
I was talking with one of the client's of "Graham" -- name changed to protect the guilty; you know, one of those so-called marketing experts -- and he sounded completely exasperated. And I'm not surprised.
He had indeed "spent his wad" on his Google Ad
I was talking with one of the client's of "Graham" -- name changed to protect the guilty; you know, one of those so-called marketing experts -- and he sounded completely exasperated. And I'm not surprised.
He had indeed "spent his wad" on his Google Ad
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
words campaign. Oh dear.
Graham had told him that the more clicks he received, the better his CTR (click-through rate) would be -- because I had previously let Graham into the secret that a higher CTR makes for cheaper clicks. Thing is, Graham doesn't quite know his numbers. He
Graham had told him that the more clicks he received, the better his CTR (click-through rate) would be -- because I had previously let Graham into the secret that a higher CTR makes for cheaper clicks. Thing is, Graham doesn't quite know his numbers. He
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
told his client that to get the most clicks, he needed to be at the top spot in his Adwords campaign.
Aaaaarrrrrggghhhh ...
Ok, so high CTR is one of the easiest measurements that Google can record for the relevance of an ad for any particular search term, but when will peo
Aaaaarrrrrggghhhh ...
Ok, so high CTR is one of the easiest measurements that Google can record for the relevance of an ad for any particular search term, but when will peo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ple realise that to start off with you don't need to pay more to get more clicks from your ad.
Instead, it's all about tweaking the words you use in your Google Adwords ad. Which means testing. Split testing to be precise -- and I'll talk more about this another time.
But once y
Instead, it's all about tweaking the words you use in your Google Adwords ad. Which means testing. Split testing to be precise -- and I'll talk more about this another time.
But once y
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ou have a high performing ad, it doesn't mean you need to pay for top spot to get the best revenue ... yes, you'll get more clicks from the top two or three spots, but it will generally cost you much more to reach that high.
The one thing I want to cover today is that no matter
The one thing I want to cover today is that no matter
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
what placing you receive with your Adwords campaign, there's no point in paying for more clicks if you're not converting those clicks into revenue.
Let me say that again so you understand this Golden Rule:
Let me say that again so you understand this Golden Rule:
If your landing page (the web-page where your Adwords ad
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
points to) isn't converting for you, then you're better off turning off your advert and direct your marketing efforts away from your Adwords campaign, and redirect that effort into getting your web-designer to tweak the landing page until it does deliver the results yo
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
u desire.
Ok, so what do we want from a landing page?
It all depends on what exactly you want to achieve, but you know what I would do? I'd make sure the web-visitor has no option but to sign up to your newsletter, or mailing list ... commonly known as the squeeze
Ok, so what do we want from a landing page?
It all depends on what exactly you want to achieve, but you know what I would do? I'd make sure the web-visitor has no option but to sign up to your newsletter, or mailing list ... commonly known as the squeeze
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
page.
You see, statistically speaking, it's quite difficult to convert a first-time visitor into a sale. It's human nature for people to take 3, 4, maybe even up to 7 visits or viewings before they actually make the decision to purchase.
And what's the chances of getting a visito
You see, statistically speaking, it's quite difficult to convert a first-time visitor into a sale. It's human nature for people to take 3, 4, maybe even up to 7 visits or viewings before they actually make the decision to purchase.
And what's the chances of getting a visito
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
r to return to your web-site 7 times? Hey, it's hard enough getting them to see our pages just once, never mind more than that!
So what we want to do is offer them something that's worth them handing over their email address in return -- a free report, a free sample, a bonus extra
So what we want to do is offer them something that's worth them handing over their email address in return -- a free report, a free sample, a bonus extra
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
a secret snippet of information -- something that they wouldn't otherwise find out, and which they really, really need. Because once they hand over their email address, we can take our time to remind them about our products/services/web-site and, if carried out artfully, will convi
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
nce them to purchase from us. Eventually our marketing efforts will strike oil. Of course you have to have your follow-up and back-end sales process in place before you start buying clicks, because it's here where we will be making our money.
I really pity the guys who pay good m
I really pity the guys who pay good m
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
oney to be top of the sponsored link ladder, only to link to their web-site's home page. You need what's called "deep linking" for Adwords to be effective. If you don't deep link, i.e. sending your visitor directly to the information they're expecting to see when they click on you
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
r ad, you're simply making it harder for your potential customer to find what they're looking for ... and remember, they're only a single click away from going back to Google and finding your competitor instead!
And did you know -- and this is the really neat thing about Adwords --
And did you know -- and this is the really neat thing about Adwords --
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
you can measure your ROI (return on investment) via your Adwords campaign manager? Oh yes, and it's easy to do. It will show you the conversion rate of each advert, and even the total revenue you've made from all those clicks. Google make it so easy for you to track the effectiv
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
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
eness of your ads that I'm surprised that more people don't use it.
Check out the options in your Adwords Campaign Manager and look for the conversion tracking. Once its activated, you simply put a small snippet of JavaScript on your conversion page i.e. the place where people com
Check out the options in your Adwords Campaign Manager and look for the conversion tracking. Once its activated, you simply put a small snippet of JavaScript on your conversion page i.e. the place where people com
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
plete the sale or complete the sign-up to your newsletter. From then onwards whenever someone clicks on your ad and completes to conversion, you'll see the value of the sale recorded against that particular search term.
If people complete the sale (or sign up to your newsletter, o
If people complete the sale (or sign up to your newsletter, o
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
r whatever) without having previously clicked on your Adwords ad, then that particular conversion won't be recorded against the advert, though it is possible to record conversions from your other PPC (pay per click) campaigns if you really wanted to.
And I would suggest that if you
And I would suggest that if you
.
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
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
don't see any results or conversions after 200 click-throughs, then it's time to re-vamp that landing page ... before you splash out your wad on Adwords!
Now, if you want to know exactly how to track your Adwords ROI, then there are plenty of guides available which gives you step-
Now, if you want to know exactly how to track your Adwords ROI, then there are plenty of guides available which gives you step-
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
by-step instructions on how to measure your return on investment for each of your campaigns ...
... perhaps I should tell Graham to grab a copy before he wastes any more of his client's advertising budget, eh?
© Copyright Howard Sandford, Fast Improvement 2006 - all rights reserve
... perhaps I should tell Graham to grab a copy before he wastes any more of his client's advertising budget, eh?
© 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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