Tags |
|
|
Links |
|
|
Just Other Articles - Your Landing Pages Are Costing You More Than You Think
I read an interesting post entitled “Answering your landing page quality questions (part 1)” over at Inside AdWords that I thought needed to be disseminated and discussed:
Please keep
Please keep
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
in mind, that for the time being, this only affects contextually targeted ads, those ads shown on the Google network, not those ads shown on Google search.
In light of increased traf
In light of increased traf
; 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
fic due to shoppers turning to the net for many of their holiday purchases Google has updated their policies on landing pages; increasing your landing pages’ weight on your overall “qu
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ality score.”
What is a quality score and why does it matter?
Your quality score determines (in large part) how much you pay to advertise with Google. How much you pay for a click or
What is a quality score and why does it matter?
Your quality score determines (in large part) how much you pay to advertise with Google. How much you pay for a click or
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
impression.
Quality score is the overall score Google assigns to you as an AdWords advertiser using a number of different weights and factors in their calculation (including the perf
Quality score is the overall score Google assigns to you as an AdWords advertiser using a number of different weights and factors in their calculation (including the perf
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
rmance of your ad and click through rate(s) of your campaigns for each keyword/ad combination).
Although this change and increased weight for landing pages is controversial and may le
Although this change and increased weight for landing pages is controversial and may le
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
ad to short-term, increased costs for many advertisers, its long-term benefits will far out weigh the immediate discomfort. By weighing and weighting landing pages Google is slowly con
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
necting the final stage in advertising and marketing.
The weighting of landing pages gives advertisers an incentive to pay more attention to their landing pages (an often over looked
The weighting of landing pages gives advertisers an incentive to pay more attention to their landing pages (an often over looked
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
link in the online marketing chain). This concentration on content will provide a better overall experience for end users, both the advertiser (in increased sales and conversions) and
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
the visitor (who will have a better, more targeted, more appropriate web experience).
To understand why this is important and how it will help the industry you must understand how Goo
To understand why this is important and how it will help the industry you must understand how Goo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
le already implements the Quality Score in relation to click through rates (CTRs).
Initially the use of the quality score has helped motivate advertisers to more properly connect keyt
Initially the use of the quality score has helped motivate advertisers to more properly connect keyt
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
erms to ads.
The more appropriate an ad is to the keyterm searched for, the better overall click through rate and the better the account performs (and the less an advertiser has to pa
The more appropriate an ad is to the keyterm searched for, the better overall click through rate and the better the account performs (and the less an advertiser has to pa
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
y to maintain a good ad position). For example if someone searches for “bicycle” and an advertisement appears for “Precision Cutlery” appears, the user will most likely NOT click on th
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
e ad. The advertiser is not targeting their ads correctly, linking inappropriate ads to keyterms. The “Precision Cutlery” ad is showing (impressions) many, many times, with relatively
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
few clicks, bringing down the keyword and account’s overall CTR.
THE HIGHER YOUR QUALITY SCORE (BASED IN LARGE PART BY YOUR CTR) THE LESS YOU HAVE TO PAY TO MAINTAIN A GREAT RANKIN
THE HIGHER YOUR QUALITY SCORE (BASED IN LARGE PART BY YOUR CTR) THE LESS YOU HAVE TO PAY TO MAINTAIN A GREAT RANKIN
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
The difference in the bid price for an account that is optimized as opposed to one that is not is incredibly substantial. I have seen, for accounts bidding on the same terms, a d
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
ifference of over 1000% in the amount bidders were charged per click for the about the same position. You need to constantly monitor your account.
By determining your Quality Score by
By determining your Quality Score by
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
factoring in landing page relevance and importance Google is making sure advertisers aren’t needlessly sending large amounts of quality traffic to a poor quality site. And, those adve
.
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
rtisers that don’t conform (through landing page reinvention and testing) will continue to pay a premium over their competitors to have their ads running on the AdWords network.
Altho
Altho
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
ugh this is only affecting contextual ads, I predict (and hope) Google extends this to all ads, their entire AdWords network.
Moral of the story: monitor and refine your landing pages
Moral of the story: monitor and refine your landing pages
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.justotherarticles.org.ua/article/72629/justotherarticles-Your-Landing-Pages-Are-Costing-You-More-Than-You-Think.html">Your Landing Pages Are Costing You More Than You Think</a>
BB link (for phorums):
[url=http://www.justotherarticles.org.ua/article/72629/justotherarticles-Your-Landing-Pages-Are-Costing-You-More-Than-You-Think.html]Your Landing Pages Are Costing You More Than You Think[/url]
Related Articles:
How to Stop Overwhelm in Your Holistic Business
Bookmark it:
|