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Pay-Per-Click advertising is a numbers game. Win, and your investment can mean an increase in sales of 25 percent or higher. Lose, and you will literally throw your money away.

If you’re looking for pay-per-click advic

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

e, you should also consider what NOT to do. Sometimes a cautionary tale can be just as valuable as a long list of to-do’s.

This article assumes the reader already knows how to set up a Google AdWords account and has

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

Examples of combination products may in

product to sell. Based on that product, you should already have a group of at least 10-15 keywords to target with your pay-per-click campaigns.

As with any pay-per-click campaign, it’s tempting to throw all of your

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

ssociated keywords into one bucket and name your bid price. But the real secret of winning the pay-per-click game is to focus on one group of very closely related keywords at a time.

When comparing results, smart mar

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

eters will look at the bottom line or return on investment, also known as ROI. This figure is your total sales revenue minus the total cost of clickthroughs. That number is then divided by the total cost of clickthr

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

Combination pro

ughs, which gives you a final ROI percentage.

Let’s breeze through the easy math with a quick example: If you took a group of 1,000 impressions, got 100 clickthroughs at $1 each, and sold $500 worth of inventory, your

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

OI would be 400%. ($500 in sales, minus $100 for clickthroughs, divided by $100 for clickthroughs.)

The ROI is very important and it’s tempting to throw most of your money on those keywords with the highest ROI. On 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

e surface, that would make sense. But at the same time, it’s tempting to tinker with your ad text with the goal of increasing your clickthroughs. After all, more clicks mean more sales, right? Especially if you’ve a

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

ready proven you can get a 400% ROI with a certain keyword or keywords.

But a word of caution: As you tinker with your ad creative, you also need to keep close track of your ROI, because it can readily and shockingly

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

change depending on how you entice potential customers to click on your ad.

Now, some pay-per-click campaign goals may be different. Maybe you want to increase hits to your homepage in order to increase advertising r

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

tes on your site. Maybe you have the goal of beefing up your e-mail list and want to get people to click on a link for a free tool or e-book. Or just maybe, you want to sell something. If that’s the case, make sure

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

Following aspects would a

ou’re hooking customers who truly want to buy. And it’s easy to fall into the trap of enticing lookers and clickers who have no intention of parting with their hard-earned cash.

That’s where the temptation and pitfal

dd to the challenges in developing combination products:

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

of offering ‘freebies’ comes into play. What if you offered, in your ad text, a free iPod drawing for the first 1,000 visitors? That would make sense if your keyword phrase was ‘buy iPod’ or ‘buy MP3 player.’ But w

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

at if your keyword was ‘iPod accessory’ or ‘MP3 accessory’? Would it make sense to offer a free iPod drawing since your potential customer would be expected to already own an iPod?

Believe it or not, this is an actua

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

example of a website owner who thought it would be a great idea to offer a giveaway in order to increase clickthroughs. Like any great idea, you have to think it all the way through to the end result. And it never

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

urts to ask 5 friends what they think of the idea, too!

The same thing goes for offering a free e-book. On the surface, it makes sense to advertise ‘free e-book’ in your ad text, along with any other enticing descrip

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

Professional from academic institutions, pharmaceutical industries, health care indust

ions. But your main goal is to get your customer to purchase something along the way, right? So you could qualify potential traffic in your pay-per-click campaign by specifying: Free e-book on weightloss myths; Step

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

by-step guide for $47.

At least then your customers would get the idea that they could get something more valuable by spending a little money. They may even click on your ad with the intent of purchasing something be

.

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

ore you’ve even given them your best pitch!

So keep a close eye on your ROI as you test different ad texts. More clickthroughs on a keyword doesn’t always translate into more sales. Watch what you’re offering, make

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

Companies that provide selfless information through particip

sure you qualify traffic with the right words, and maybe you can increase your ROI on an already high-performing group of keywords.

Copyright © 2006 by Diane Metz. All rights reserved under U.S. and international law

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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How can you find writing jobs? Do you have proven skills that can propel you in the right direction?

In my travels visiting different businesses I am amazed at the various different ways that companies have of treating their staff. Each culture has its merits, but some are nearly impossible to live with. Which culture does your business utilize?

When times are tough - and many people are feeling squeezed these days - there is tendency to panic. Who wouldn't? The economy, the financial markets, and now - terrorism. I read where a group of psychiatrists saying the country was on the brink of a nervous breakdown! That's certainly not what I want for my customers! Is that what you want for yours? I think this question can be a profitable one. What do you want for your customers? I started thinking about this and came up with a few others for you to ask yourself.

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