A Proposal for Sponsored Links

Connecting Consumers to Important Health Information
November 2009 Mary Ann Belliveau, Director, Health, Google Amy Cowan, Head of Industry, Health, Google

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Agenda

1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats

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Search Engines Provide Access to Useful Health Information

4.6B
Searches on Health Keywords

111M
Individuals Searched Using Health Keywords

Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)

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Access to Information Can Improve Public Health

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Health Condition Queries are Growing Exponentially

Source: Google Internal Data; 3X growth from 2006-2009 Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.

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Online Health Information Impacts Behavior
Activities Conducted Due to Information Gathered Online
Spoke with a doctor Changed behavior / lifestyle Scheduled a doctor's appointment Made a self-diagnosis Used another resource to gather more information Tried alternative treatment Started over-the-counter medication
0% 5%

36%

21% 15% 11%

10% 7% 7%
10% 15% 20% 25% 30% 35% 40%

Question: Again, thinking about your most recent [CONDITION]-related question or concern, what did you/they do because of the [CONDITION] information you gathered online? Please select all that apply. More than one answer was allowed. Base: All Qualified Respondents (n=4,224) Google Proprietary Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007

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Agenda

1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats

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Google is Go-To Source for Health Info
Sponsored “Paid” Advertising Advertisers can bid on these positions

Organic “Natural” Search Results Cost free: results are based on Google ranking algorithm of relevance to search query

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Impact of FDA Letters on Sponsored Links

Before
LED TO Arbitraer.com

After
BOTH LEAD TO Arbitraer.com
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Post NOV Search Ads are Less Transparent and Relevant

Auction Dynamics Pre & Post FDA Letters in Health Conditions Category

CTR

Source: Google Internal Data, US Search aggregate trending of Pharmaceutical brand terms CTR: Click-through rate

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Agenda

1 Online for Health Information 2 Role of Sponsored Links 3 Google’s Proposed Sponsored Link Ad Formats

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Proposed Standard for Product Claim Sponsored Links

Headline will link to designated landing page, such as the homepage

This additional “More Info” link will direct to risk information “Warning:” is fixed & cannot be modified; the remaining 62 characters can be modified

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Proposed Standard for Black Boxed Sponsored Links

zinaxa

Depression

About Zinaxa & Depression

Zinaxa Information

Headline will link to designated landing page, such as the homepage

The “safety & prescribing” statement is fixed & cannot be modified

This additional “More Info” link will direct to risk information

Google Proprietary

Thank You.

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