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It seems to be a phenomenon. You try Google AdWords Select, your ad gets “disapproved” by the powers that be at Google, you count your losses and give up. It doesn’t have to be that way. There are two primary factors to succ

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

eeding at Google AdWords. The first is getting the right keywords. The second is writing little tiny ads. Neither is all that easy, but they can both be done.

Mark Twain said it best. “If I would have had more time, I would

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

Examples of combination products may in

have written you a shorter letter.” The point… it takes much more skill, and much more time to write short copy than long copy.

Let’s go through the process together and I’ll show you a few tricks of the trade that have bro

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

ught me AdWords click through rates of 7.1%, 8.0%… even 25%.

Step One – You would be very wise to either use a benefit or an end result in your headline. In order to do this, you’ll have to be aware of the difference betwee

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

features and benefits. Start by making a list. I’ll use the example of an online shoe store.

Here are a few features:

huge inventory
wide selection of sizes
discounted prices
free shipping

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

Combination pro

And here are the benefits associated with those features:

hundreds of styles to choose from
hard-to-find sizes in stock
save money
free shipping (costs nothing extra)

Step Two – Know what yo

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

ur customers are looking for. YOU may feel that one benefit outweighs another. However, your customer might feel differently. Be sure you understand what is important to your customer before writing your headline and your ad

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

You have no room to waste so it is vital that you find a so-called nail and hit it right on the head.

Step Three – Work in your keywords. There tends to be a greater click through rate on search results that use the exact

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

keyphrase the surfer types in. The same holds true for Google’s AdWords program.

While the following have by no means been researched, we’ll assume that some optimum keywords for our shoe store are: women's shoes and sandal

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

. We’ll want to include these in our ads.

Step Four – Start big and narrow it down. Begin by writing a few sentences or a paragraph about what you’d like your customer to know. Perhaps:

You’ll find everything you’re lookin

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

for in one place! Hundreds of styles to choose from including hard-to-find sizes in stock. You’ll save lots of money because our regular prices are far below that of other stores. Plus shipping is always free – regardless o

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

Following aspects would a

f the amount of your purchase. Check out our excellent selection of women's shoes and sandals.

Now, go back and take out every word that does not absolutely need to be there. You probably came up with something like this:

dd to the challenges in developing combination products:

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

verything in one place! Hundreds of styles, hard-to-find sizes. Prices far below other stores. Shipping free. Women's shoes and sandals.

That’s a LOT smaller and still gets the point across. However, it is still too long fo

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

r AdWords. Your headline must be less than 25 characters (including spaces). Your copy can only be 35 characters per line. (You get two lines.) Now is the time to begin rearranging words to create an ad that will match Googl

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

’s guidelines, include your keywords, and draw a crowd to your site.

Here are a couple I came up with:

100s of Styles-Low Prices

Big savings on women's shoes. Plus

free shipping! All sizes in stock.

Discount Wom

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

n's Sandals

Latest styles at deep discounts.

All sizes in stock. Free Shipping!

Step Five – Test, test, test! Put them up and give them a go. See what happens. Believe me, Google will notify you quickly if your ad

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

Professional from academic institutions, pharmaceutical industries, health care indust

s aren’t performing. Those that get lower than a .05% click through rate are immediately “disapproved.” You are notified that your ad has been pulled and that you need to make changes.

Use the information in the AdWords cam

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

aign section to track the results. I’ve heard countless tales of those who have changed one little word and gone from a .07% CTR to a 5.0% CTR. If your ad is pulled, make simple changes to start with. Swapping out the word “

.

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

savings” for “discount” or “big” for “huge” can be all it takes to catapult you to the top of the list.

When you write extremely short copy, remember to stay focused. There is not enough room to sell the customer within you

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

Companies that provide selfless information through particip

copy, but there IS enough room to pique their interests. Use the limited space you have to punch up the biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment

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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Do you spend every waking minute at work? Do you find it difficult to take time out for you? Are you constantly working in a mess? The Small Business Owner These people tend to be involved in every ...

Branding alone isn’t enough these days, people want experiences, they want magic moments and memories to enrich their lives with. To create these experiential moments requires you to identify and appreciate what creates the magic for your consumer and enhance it at every 'touchpoint.'

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