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Google AdWords, also known as Google pay-per-click or Google PPC advertising, is Google’s text-based advertising system where your ads – created by you using powerful keywords/key-phrases

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

related to your business – get displayed as sponsored links next to the natural search results on Google.com and all its partner websites (optional) when someone launches a Google search u

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

Examples of combination products may in

sing one of your keywords.

This is how Google AdWords works: You deposit a certain amount (could be as low as $5) in your AdWords account when you initiate it, depending upon your adverti

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

sing campaign budget. Your payment meter, against this deposit, does not start ticking unless someone, a potential customer, clicks through on your displayed ad. Your ad will continue to b

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

e displayed as long as this deposit lasts, which will depend upon how much cost-per-click you have bid on your keywords. Google AdWords features tools that allow you to control the costing

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

Combination pro

and schedule of your ad campaign.

Google also rewards its advertisers if their ad has a good click-through rate. Google AdWords’s model of pricing is not just based on keywords alone, it

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

also takes into account the click-throughs. So if you have released a well-written relevant ad that is generating a good number of click-throughs, expect a cost-cut by Google.

Google’s t

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

ext advertisements are required to be short, with one title line and just two content text lines. So it is of utmost importance to pack maximum punch into these two lines of copy using pow

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

erful keywords and punch lines in order to trigger click-throughs on your ad by your target audience and convert viewers to visitors and visitors to clients. Apart from writing an effecti

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

ve ad copy, you need to follow a scientific approach to spotting inexpensive yet powerful keywords, keyword bidding, budgeting, choosing your landing page, etc., if you want your AdWords c

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

mpaign to be successful and yield maximum return on investment.

Here are some tips that you can use to exploit the Google AdWords to your advantage and derive the maximum benefit out of y

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

Following aspects would a

our campaign:

Tips

- Bid rates on Google AdWords are not fixed and are forever varying. If you bid 50 cents on a keyword and the next guy bids 51 cents, your ad is less likely to show up

dd to the challenges in developing combination products:

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

than the guy who has bid just 1 cent extra. You can try playing the same game too and reach an appropriate figure by hit and trial.

- Do not enter into a serious bidding war. Instead, be

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

creative and write attention-grabbing copy and make your landing page eye-catching. But do not make wild claims about your product or services; just highlight the most important and uniqu

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

e features.

- Mention your product’s price in your ad in a clever way. This will keep freeloaders off and you will save money by avoiding useless click-throughs.

- In Google PPC, you can

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

specify that when certain keywords are searched for, your ad should not show up: for example, free, cheap, crack, gallery, etc. If you specify these “exclusions”, you will get rid of unwa

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

Professional from academic institutions, pharmaceutical industries, health care indust

nted and expensive traffic.

- Do not bid at the top nor bid the lowest. Remember, being seen at the top position means nothing as long you are there on the first page of search results.

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

- As Google PPC is syndicated, you must hunt around to place your ads, not just on Google, but also on sites that have syndicated Google’s content. For all you know, your target audience m

.

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

ay well be found on such a site.

- It is also a good idea to test two versions of ads simultaneously. Google will automatically rotate the two versions for you to find which one is workin

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

Companies that provide selfless information through particip

g better.

One last tip would be to take the help of a Google PPC professional. Because Google PPC is a vast subject and the tips given above do not cover all that a professional can cover

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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