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Advice You - Capture Greater Profits by Leveraging Paid and Natural Search Synergies
When paid search emerged into the main stream in the late 1990’s to early 2000’s it was triumphed as a user-friendly replacement of the often confusing and technically-demanding strategy of natural search optimization (commonly called, “SEO”). As such, paid search opened new doors for entrepreneurs to visitor traffic to their websites that produce
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
d cost –effective leads and sales.
Unfortunately, as with most new technologies, as demand increased, competition reduced the early-adopter advantage and today the greatest rewards from paid search are derived by advertisers with the strongest strategic edge. Even more unfortunate though, through the ascent of paid search’s popularity, many entre
Unfortunately, as with most new technologies, as demand increased, competition reduced the early-adopter advantage and today the greatest rewards from paid search are derived by advertisers with the strongest strategic edge. Even more unfortunate though, through the ascent of paid search’s popularity, many entre
; 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
reneurs and business owners lost their focus on integrating natural search optimization into their marketing mix.
An effective search engine marketing strategy must combine the benefits of paid AND natural search. By building a paid and natural search marketing strategy, entrepreneurs and business owners create a “profitable” synergy that genera
An effective search engine marketing strategy must combine the benefits of paid AND natural search. By building a paid and natural search marketing strategy, entrepreneurs and business owners create a “profitable” synergy that genera
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
es greater performance and higher ROIs then either paid or natural search can as individual components.
The key concept is to build an integrated campaign that leverages each individual strategy’s core benefits.
For example, with natural search there is no “click cost” therefore no budget unlike paid search which requires both. On the other hand
The key concept is to build an integrated campaign that leverages each individual strategy’s core benefits.
For example, with natural search there is no “click cost” therefore no budget unlike paid search which requires both. On the other hand
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
natural search is more complicated than paid search in establishing exposure for targeted keywords and across search properties.
By understanding these benefits, you can develop a powerful and profitable search engine marketing strategy. Consider these three “leverage points” when designing your integrated paid AND natural search strategy:
1. S
By understanding these benefits, you can develop a powerful and profitable search engine marketing strategy. Consider these three “leverage points” when designing your integrated paid AND natural search strategy:
1. S
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
tting up an instant keyword performance “Test Lab”.
Because paid search enables quick setup, extensive keyword selection, control over the ad and landing page copy and control over the landing page offer, it must be the first step for any new search marketing strategy and an integral part of every existing one.
Before focusing your efforts on opt
Because paid search enables quick setup, extensive keyword selection, control over the ad and landing page copy and control over the landing page offer, it must be the first step for any new search marketing strategy and an integral part of every existing one.
Before focusing your efforts on opt
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
imizing natural search using titles, descriptions, keywords and web page offers that from your perspective “logically” seem to be the most relevant for your target market, test them first using paid search.
By using paid search to “test” and evaluate, you can determine:
• What ad copy attracts “qualified” visitor click-throughs and incorporate it
By using paid search to “test” and evaluate, you can determine:
• What ad copy attracts “qualified” visitor click-throughs and incorporate it
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
into your natural search listings through title and descriptive tags, body text and other SEO elements.
• What landing page offers (and calls-to-action) generate the highest conversions and include these offers in your naturally optimized web pages.
• What paid search keywords have the highest visitor volume and strongest website conversions and
• What landing page offers (and calls-to-action) generate the highest conversions and include these offers in your naturally optimized web pages.
• What paid search keywords have the highest visitor volume and strongest website conversions and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ocus your search engine optimization efforts on optimizing these keywords.
• Also test new keywords that indirectly may attract your target market. For example, if you sell IPod and IPod accessories add keywords to your paid search campaign like “home stereo” and other associated “music device” keywords that are replaceable with an IPod docking d
• Also test new keywords that indirectly may attract your target market. For example, if you sell IPod and IPod accessories add keywords to your paid search campaign like “home stereo” and other associated “music device” keywords that are replaceable with an IPod docking d
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
vice like the new JBL speaker system.
By attracting a target market to your paid search ad you not only offer a “brand” alternative to their buying consideration but also a chance to close a sale. If the new keyword attracts visitors and if you ultimately convert a few to sales, then optimize this keyword for greater branding exposure in the natu
By attracting a target market to your paid search ad you not only offer a “brand” alternative to their buying consideration but also a chance to close a sale. If the new keyword attracts visitors and if you ultimately convert a few to sales, then optimize this keyword for greater branding exposure in the natu
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
al search listings.
If you have established natural search listings, then you can “flip” this strategy around and use your web analytics system to identify natural search keywords that generate sales on your website. By using your natural search keyword results to guide your paid search keyword selection, you are assured a higher probability of c
If you have established natural search listings, then you can “flip” this strategy around and use your web analytics system to identify natural search keywords that generate sales on your website. By using your natural search keyword results to guide your paid search keyword selection, you are assured a higher probability of c
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
onversion.
2. Maximizing Your Average “Cost per Lead or Sale”
Because natural search has no “direct click cost” unlike paid search, you can regulate your paid search “keyword bid positions” based on the ranking of your natural search listing for a particular keyword.
For example, if you have a top 10 position for the keyword, “real estate” in th
2. Maximizing Your Average “Cost per Lead or Sale”
Because natural search has no “direct click cost” unlike paid search, you can regulate your paid search “keyword bid positions” based on the ranking of your natural search listing for a particular keyword.
For example, if you have a top 10 position for the keyword, “real estate” in th
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
natural search listing results, then you have the opportunity to back-off on your bid position and reduce the paid search cost associated with a naturally well-optimized keyword.
Another example is if you have a top three natural search listing and appear at the top of the search engine results page. IN this case, you can bid for a fourth, fifth
Another example is if you have a top three natural search listing and appear at the top of the search engine results page. IN this case, you can bid for a fourth, fifth
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
or sixth position or even a seventh or eighth position for your paid search keywords. This will enable your natural search listing to capture the “above the fold” exposure while your paid search listings grab exposure “below the fold” and across the “right margin”. By using this strategy, you will have greater opportunity capture the “eye movemen
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
” patterns of your visitors.
Keep this in mind: if your target “cost per sale” is $25 then by combining paid and natural search efforts to leverage their financial benefits, you will be able to bid higher in paid search for core market keywords while securing low cost visitors and resulting sales from your natural search efforts. The outcome is a
Keep this in mind: if your target “cost per sale” is $25 then by combining paid and natural search efforts to leverage their financial benefits, you will be able to bid higher in paid search for core market keywords while securing low cost visitors and resulting sales from your natural search efforts. The outcome is a
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
average cost per sale across natural and paid search that fits your overall website objective.
3. Leveraging “perceived relevance” to drive website conversions.
Beware of how search users perceive the “relevancy” of paid and natural listings when developing your integration strategy. Relevancy plays a significant role in converting paid and nat
3. Leveraging “perceived relevance” to drive website conversions.
Beware of how search users perceive the “relevancy” of paid and natural listings when developing your integration strategy. Relevancy plays a significant role in converting paid and nat
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
ural search visitors. As a standard “rule of thumb” the higher the relevancy of the ad and landing page to the visitor’s needs, the higher the probability of closing the sale.
A study conducted by iProspect, Survey Sampling International, WebSurveyor and Stratagem Research as presented in a ClickZ.com article dated April 30, 2004 showed the follo
A study conducted by iProspect, Survey Sampling International, WebSurveyor and Stratagem Research as presented in a ClickZ.com article dated April 30, 2004 showed the follo
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ing:
Most Relevant Search Result
(Determined by % of Search Engine Users)
Search Engine Natural Search Paid Search
Google 72.3% 27.7%
Yahoo! 60.8% 39.2%
MSN 28.8% 71.2%
AOL 50% 50%
Although this data is “dated”, it provides a glimpse into a very important concept between natural and paid search marketing. Mainly tha
Most Relevant Search Result
(Determined by % of Search Engine Users)
Search Engine Natural Search Paid Search
Google 72.3% 27.7%
Yahoo! 60.8% 39.2%
MSN 28.8% 71.2%
AOL 50% 50%
Although this data is “dated”, it provides a glimpse into a very important concept between natural and paid search marketing. Mainly tha
.
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
your integration strategy should consider how your target market perceives relevancy and how you can play off of it. Overall, the most effective strategy is to build your natural and paid search listings across your primary keywords and across all major search engines. This builds relevancy and credibility in the eyes of your target market.
By
By
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
stablishing a search engine marketing strategy that integrates the core benefits of natural and paid search, you have the opportunity to build a profitable synergy that skyrockets your sales and reduces your costs. Keep these strategies in mind when planning your search engine marketing strategy and you will achieve higher results for your website
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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