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Mistake Number Three: "Failing to Realize That Multi-Word Keyword Phrases Attract Customers!"

I can hear the groans now. "John, have you gone daft?".

Good. It worked. I've got your attention. Now, the language that I u

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

sed in the headline above is close to what I'm going to discuss with you today.

Fact: Keywords come in all different shapes and sizes and are not all created equal. Today's lesson will cover a number of different forms that yo

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

Examples of combination products may in

ur keywords could take. And it is my belief (and practice) that you need to use almost any and every different form for your keywords and then test them all to find the "diamonds in the rough".

OK, let's get going.

Let's brie

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

fly discuss the 4 different forms of a keyword that AdWords recognizes. This discussion will have significant impact if you are using AdWords PPC campaigns in your advertising arsenal. We're only going to briefly mention this c

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

ncept here. If you're using AdWords, you'll want to read a more complete discussion of this topic by visiting:

http://www.YourKeyWordAssistant.com/AdwordsDefinitions.html

Google defines the following keyword matching types:

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

Combination pro

1) Broad Match - your AdWords ad is shown whenever someone simply types in one or more keywords into their browser.

2) Phrase Match - Keywords surrounded with double quotes (i.e. "your keyword phrase")

3) Exact Match - Keywor

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

ds surrounded with square brackets (i.e. [your keyword phrase])

4) Negative Match - A specific keyword where you do not want to display your ad (i.e. -free) An ad with -free as one of its keywords will not show if someone type

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

s "free adwords software" in their search.

The two I want to pay attention to are the Phrase Match and Exact Match. You want to display your ad or optimize your specific webpage to show in the natural search results when your

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

ustomer types your keyword phrase.

The two I want to discuss are the Phrase Match and Exact Match. Let's say you want to display your ad or optimize your specific webpage to show in the natural search results when your custome

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 types 'your keyword phrase' (without quotes).

And so you include an exact match keyword of [your keyword phrase] as an individual keyword in your AdWords campaign. Now you'll show up when a customer types your keyword phrase

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

into their search. But to also show up when they type your keyword phrase in yellow or your keyword phrase in a different size you now need the Phrase Match version "your keyword phrase" as one of your keywords.

The thing to

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

Following aspects would a

notice here is that Broad Match keywords can be single keywords as well as phrases of more than one word but, by definition, Phrase Match and Exact Match options are inherently multi-word phrases. It makes no sense whatsoever t

dd to the challenges in developing combination products:

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

include keyword, "keyword" and [keyword] as three separate keywords; all 3 forms of keyword mean exactly the same thing. However, multi-word keyword phrases can and do produce different results in the search engines.

Typing "

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

software google adwords review" and "software review google adwords" (which are simply the same keyword phrase with the word order slightly rearranged) will produce similar but different results in the SERPs (Search Engine Resu

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

lts Pages).

Being the skilled keyword "guru in training" that you are, you quickly realize that you'll be able to take advantage of the slight variations in these results by targeting both of these phrases in your keyword rese

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

arch activities.

=================================================================

IMPORTANT HINT: When using the keywords uncovered by your research, it is important to know that generally multi-word keyword phrases are what

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

Professional from academic institutions, pharmaceutical industries, health care indust

you want to target in your marketing activities because:

People who type in single words are the tire-thumpers - they are (probably) not "buyers"!

These folks are probably just starting to surf the web and may or may not be l

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

ooking to buy. However, someone typing "best prices on kick bikes in Australia" is probably going to be buying a kickbike in Australia. That makes sense, right?

People who type in multi-word keyword phrases are more apt to be

.

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

the ones who are ready to take action. These are the folks who are ready to become your next customer. They are the folks from your niche market who are ready to buy. This is who you want to be attracting. ====================

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

Companies that provide selfless information through particip

=============================================

So remember, if you're trying to attract customers who are ready to buy, target multi-word keyword phrases in your Search Engine Optimization and/or your PPC advertising activities

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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No one in his right mind would start out on a journey without having a destination in mind and a map as to how to get there. This truth applied to careers as well as the trip across town. There are four crucial step to creating and following a road map to success.

Change is constant - there is always something changing in our lives. Some changes have more of a life impact than others: changing a hair style, a career path, a vehicle, a marriage. So if change is constant, what we have to examine is how we respond to change.

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