Running pay-per-click (PPC) marketing campaigns can be challenging for businesses and even more challenging for life science companies because it is based on purchasing keywords. In the life sciences many keywords are acronyms like SNP which can be acronyms that are shared with many other products throughout several different industries.
This means that when a PPC ad is placed purchasing SNP as a keyword that there could be many people searching for SNP that click on that ad who then immediately leave your website once they realize it is not what they are looking for, at all.
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