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Many people say that search engines are the future of the business. If your company is not present on search engine ranking pages, most probably this will have a major influence on the profits, awareness and competitiveness. We look for business partners, suppliers and services in different ways and languages all over the world. These who are interested in the Eastern Europe market should have necessary pieces of information how to effectively reach through Internet their potentia

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

l customers e.g. in Russia.

This article presents a summary of how the Russian people (the fastest growing population on internauts all over the world according to comScore World Metrix, Jan 2007) look for information. It also explains why it is good to assure a good exposure in search engine listings in the Russian search engines.

Searching activity in the Russian Internet (known also as Runet) is concentrated in 4 major search engines. These are:

Yandex.ru – with 48,

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

Examples of combination products may in

% of market share;

Google – 28,6%;

Rambler.ru – 15,9%;

Mail.ru – 4,7%;

The other players (Yahoo, MSN, Aport, Meta Bot, Alta Vista and others) take the rest of the market, according to SpyLOG Feb / Mar 2007 stats - http://gs.spylog.ru/r/?reportId=7&categoryId=1.

Business promotes itself in Russia

As a result of intense development of Runet, not only the local SMBs are spending money on PPC campaigns but also international companies of the sa

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

me size as well as big multinational businesses like General Motors, Nissan, Peugeot, Honda and Sony. In case of these companies, yearly advertising budget is between $1.5 mln - $3.5 mln with up to 50% of it spent on search engine advertising in Yandex.ru.

Search Engine Marketing on the top

Because of the great interest among advertisers, 2006 spendings on search engine promotion in the Russian Internet grew by 150% comparing to year 2005 and reached $110 million. As a resul

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

, search engine advertising has beaten banner advertising (with $100 million spendings) first time ever. This should be a very important signal for all the companies which promote themselves online, that SEM activity (a mix of technology and words which allows to reach now more than 90% of internet users) is an optimum way of the promotion (Lenta.ru - http://lenta.ru/news/2007/02/12/advert/).

Optimum costs of promotion

The minimum price for a single click (CPC) in Yandex.ru

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

Combination pro

aries from (depending on the industry) $0.50 ("stickers") to $5.00 ("refridgerators"). In Begun.ru one can pay $4.00 ("cash terminals"), $5.70 ("sight correction"), $5.90 ("companies registration") and even $6.20 for "company closure". The highest prices ($9.99) are paid for targeted campaigns which take into account very precise parameters, geolocation and time restrictions. You can compare this to $1550 - $5000 prices of one week banner campaign on popular Russian portals (accordin

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

g to http://www.context.1ps.ru).

Investing money in paid listings should be then cheaper and more efficient of course. When talking about banners, one pays for impressions, not users’ interest measured by clicks and actions taken on the advertiser’s website. The opposite payment model is assigned to sponsored links – payment is made only for users interested in products and services who click and visit the website.

Competition among advertisers

The highest prices in

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

t="_new" href="http://www.direct.yandex.ru">Yandex.Direct are related to B2B activity, where just one transaction (no matter if it is selling a drilling rig of Boeing) per year make a single click with CPC of $48.00 affordable. Apart from above-mentioned B2B examples, the most competitive areas of interest are selling flats in the modern block of flats, airplane rentals, Forex stock exchange and building industry services.

Why Yandex?

Coming back to the most important s

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

earch engine in Russia... Yandex – not very well organized in late ‘90s, now is the leader of search engines in Runet. The company put an emphasis on contextual advertising and doubled the revenues in last year, becoming even stronger player at the market. The management estimates that this year’ income from search-related advertising should be close to $100 million. At present, 25 million people use Yandex with 5 million of unique users every day. On the contrary, tens of thousands

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

f companies conduct their promotional activity through this search engine. The constantly growing audience of Yandex makes more advertisers being very interested in both search engine optimization (being well exposed in organic listings) and PPC marketing (paid listings). They seem to make the right decision as the results come very quickly because of modern character of Yandex. Since 2005 it has two advertising systems, comparable to Google AdWords and AdSense (according to Yandex o

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

ficial blog - http://company.yandex.ru/blog/).

Cheap listing better than expensive banner impression

Lew Glejzer, the director of AdWatsh advertising agency predicts that expenses on search engine marketing in 2007 will go over $200 million in total. All innovative companies that think about future take seriously into account paid listings – adds Dmitrij Wasiljew, Link.ru director. The banners are becoming more expensive and will probably be exclusively used by large

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

Following aspects would a

companies while search engine marketing is affordable for SMBs as well.

"Key" keywords

In order to be completely successful one need to use precisely defined keywords – the ones which are both relevant to company business profile and are frequently used by people in queries made in search engines. The most popular queries between Dec 2006 and Feb 2007 were: papers (proceedings), desktop wallpapers, horoscope, postcards, weather, games, news, mp3, proverbs, dates, mobile phon

dd to the challenges in developing combination products:

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

s, recipes, friendships, music, anecdotes, jobs, cars, predictions, sex, erotics, map of Moscow, chat, samsung d500, kamasutra, flats, photos, nokia, football, russian radio, lyrics, motorization, porno, pregnancy, Aeroflot (according to SpyLOG stats - http://gs.spylog.ru/r/?reportId=8&categoryId=1). Maybe this will be an inspiration for somebody when planning a PPC campaign on, let’s say, Yandex...

Who can see the advertisement?

Most of them are the Russian people – 44.4%,

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

but the advertisement can be also presented to the Americans (14.5%), Ukrainians (4.7%) and Germans (3.5%) not to mention others. That is why search engine marketing in Russia gives some opportunities in reaching people from different parts of the world. When talking about the Russian cities, there is one strong leader – the capital (Moscow) with 44% and other cities like Sankt-Petersburg (10.1%) or Jekaterynburg (2.6%), according to another SpyLOG stats - http://gs.spylog.ru/rsu/?ca

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

egoryId=1.

What are the benefits of search engine marketing?

Search engines are responsible for a significant traffic share on Russian websites. This is the result of good exposure in organic listings as well as paid listings activity conducted by Russian companies. The examples below present some traffic statistics on different sectors in the Runet on Nov 2006 (http://gs.spylog.ru/tcu/5/preView/274.html).

Finance

Users monthly: 1 200 000
Traffic sha

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

57% - direct visits
32% - search engines
11% - other sources

The most commonly used keyphrases in this sector:

credits, banks, mortgage, consumer credits, car credits, credit calculator, credit card

Computers

Users monthly: 1 801 000
Traffic share:

64% - direct visits
29% - search engines
7% - other sources

The most commonly used keyphrases in this

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

Professional from academic institutions, pharmaceutical industries, health care indust

sector:

notebooks, computers, driver, computer sale, notebook sale, notebook review, Asus, laptop installment, Dell inspiron 1300, Dell inspiron 6400

Mobile phones

Users monthly: 1 115 500
Traffic share:

47% - search engines
46% - direct visits
7% - other sources

The most commonly used keyphrases in this sector:

mobile phones, cellphones, nokia, mobile phones catalog

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

e, sony ericsson, nokia 8800, mobile phones online sellers, mobile phone sale, nokia n72 Cars

Users monthly: 1 923 000
Traffic share:

44% - search engines
38% - direct visits
18%- other sources

The most commonly used keyphrases in this sector:

Mazda, Ford, Nissan, Citroen, Honda, Mitsubishi, Suzuki, Renault, Ford Focus

Travel

Users monthly: 2 484

.

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

900

Traffic share:

58% - direct visits
33% - search engines
9% - other sources

The most commonly used keyphrases in this sector:

Turkey, warm countries trips, hotels in Turkey, Egypt, holidays in Turkey, holidays in Egypt, hotels in Egypt, New Year trips, Greece, Tunis, Creta.

Runet + SEM = SUCCESS

By spending money on search engine marketing in Runet one can create new opportunities, particularly in

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

Companies that provide selfless information through particip

the commerce area. The advertising activity in Russian search engines gives the possibility for all companies focusing on the international trade (both exporters and importers) to be present on this big market in order to make new business contacts, agreements and increasing the revenues. As usually, the first ones will be the winners – that is why we strongly recommend to take into consideration SEM activity in Russia because it may bring significant profits for almost every company

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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Every ad you run must result in increased sales and profits and an enhanced image for your company. Every ad should make the customer a solid offer and give the customer sound reasons to buy from you now. Here's a step-by-step formula for improving the order-pulling power of your advertising...

How well is your website performing? Are you satisfied with the amount of customers who view your website? Do you get enough business through your website? By reading this article you will be in a position to do something about all three questions.

The bottom line is, you want to use a professional autoresponder service to do it for you. They have the resources to make sure that you are legally compliant and that your emails get delivered, something you will have a hard time doing yourself. I personally recommend aweber, as they manage all of my lists for me, and I understand for most of the reputable companies on the web. They will give you what is called an opt in form to put on your web site, and that is where the visitors to your web site will give you their name ...

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