Price-per-Click Costs Reveal Current Levels of Market Competition for iPS Cells

Purpose of Induced Pluripotent Stem Cell (iPSC) Marketing Analysis

An important area to consider for purposes of quantifying and assessing conditions within the iPSC market is marketing costs.

 Because Google now controls over 70% of online searches, Google Adwords is the single best resource available for analyzing both marketing costs and online search behavior within the induced pluripotent stem cell (iPSC) market.  Specifically, this post considers marketing costs for search terms related to iPSCs, using the Google Adwords tool.

The findings of this marketing analysis reflect:

• Costs that companies or organizations may incur to promote iPSC products
• A method of assessing current levels of market competition

Exact iPSC Search Terms

In the sections below, average monthly search volumes and the suggested price-per-click for the following induced pluripotent stem cell terms is shown:

SEARCH CRITERIA:  “induced pluripotent stem cells” OR “induced pluripotent stem cell” OR “ips cell

Google searches are not case-sensitive, so there is no difference between a search for “iPS cell” and “ips cell,” which is why all of the searches above are in lower case.  In addition, the search term “iPSC” was not included in this analysis, because the top Google search results for this phrase are for the “International Practical Shooting Confederation (IPSC).”  Including those search results would skew this analysis, the targeted induced pluripotent stem cell phrases shown above were used to obtain market-specific results.

1. United States Analysis

A marketing analysis for exact iPSC search terms is shown below, using only searches executed within the United States.

Google Adwords Price-Per-Click for Induced Pluripotent Stem Cell Terms
(Geography: USA Only)

In the image above that presents average monthly search volumes, there are some interesting monthly variations.  First of all, there is an average of between 175,000 to 350,000 monthly searches for the above search terms, depending on the month.  Not surprisingly, the summer months in the U.S. (June/July) reflect the lowest search volumes, likely because many researchers are on vacation or travelling during those months, especially during July, which was the month with the lowest average search volume.  On the other hand, the fall and spring seasons represent periods of very high search volumes, with October/November (fall) and Feb/March/April (spring) having the highest levels of average monthly search volumes.

Regarding the search terms shown above, it is a fascinating and important finding that the term “induced pluripotent stem cells” generates 17.1 times more search traffic than the term “induced pluripotent stem cell,” at 2,900 average monthly searches, versus 170 average monthly searches, respectively.

Also, this analysis reflects that the price for bidding on the search term “ips cell” is a very poor strategic choice, because the price for it is higher by $0.64 cents per click to win than the price for the much more popular phrase “induced pluripotent stem cells,” and its search volume is 7.4 times lower.

2. Global Analysis

A global marketing analysis is shown below, for exact search terms related to induced pluripotent stem cells.

Google Adwords Price-Per-Click for Induced Pluripotent Stem Cell Terms (Geography: Worldwide)

In the image shown above of average monthly search volumes, there are again interesting monthly variations.  First of all, there is an average of between 475,000 to 700,000 monthly searches for the above search terms, depending on the month.  Once more, the summer months for the northern hemisphere (June/July) reflect the lowest search volumes.  On the other hand, the fall and spring seasons represent periods of very high search volumes, with October/November (fall) and March/April (spring) having the highest levels of average monthly search volumes.
Regarding the search terms shown above, it is an important finding that the term “induced pluripotent stem cells” generates 11.2 times more search traffic than the term “induced pluripotent stem cell,” at 6,600 average monthly searches, versus 590 average monthly searches, respectively.   However, this ratio is not as significant globally as it was within the United States, where the rate was 17.1 times more for the search term “induced pluripotent stem cells” than for the term “induced pluripotent stem cell.”

Globally, it is no longer a poor strategic choice to bid on the search term “ips cell,” because the suggested price-per click for it is $2.36 (45% of the price of the search term “induced pluripotent stem cells” which costs $5.24 per click), while the search volume is roughly one-third of the search volume for the phrase “induced pluripotent stem cells,” at 1,900 monthly searches versus 6,600 monthly searches, respectively.  It is still not as intelligent of a choice to bid on as the other two search phrases, but globally, it is priced much more reasonably than it is  within the United States.

Derivative Search Terms

Next, an analysis of derivative search terms that contain the search terms of interest (induced pluripotent stem cells, induced pluripotent stem cell, and iPS cell) is presented.  While there may be lower volumes of search for some derivative phrases, they are often more specialized and can therefore potentially convert at higher rates.

1. United States Analysis

A marketing analysis for the United States is shown below for the derivative search terms of interest: induced pluripotent stem cells, induced pluripotent stem cell, and iPS cell. As shown below, the total quantity of results is limited, but the findings are very interesting.

Search Terms Containing iPSC Search Phrases (Geography: USA Only)

For the U.S. analysis shown above, the term “induced pluripotent stem cells” is searched the most often, followed, by the term “ips cells” and “ips cell” in second and third place, respectively.  The term “induced pluripotent stem cell” had a slightly lower number of average monthly search level than any of those terms (fourth place in the table above), but there is essentially no competition bidding on the phrase at present, which  means that it would be an intelligent term to bid on to capture very inexpensive traffic.

2. Global Analysis
   A global marketing analysis is shown below for derivative search terms of interest: induced pluripotent stem cells, induced pluripotent stem cell, and iPS cell. Again, the total quantity of results is limited, but the findings are very interesting.

Search Terms Containing the iPSC Phrases (Geography: Worldwide)

For the worldwide analysis shown above, the term “induced pluripotent stem cells” is again searched the most often, followed by the term “ips cells” and “ips cell” in second and third place, respectively.  The term “induced pluripotent stem cell” again comes in fourth place, but on a global scale, there are people or companies bidding on this term at a suggested price of $0.88 price-per-click. However, given the price of the other competing terms and their average month search volumes, the term is again an intelligent phrase to bid on to capture inexpensive traffic.

Summary of Findings

Finally, a summary of findings from this post is shown below.  Individuals or companies who choose to buy the exact search phrase “Induced Pluripotent Stem Cells” through Google AdWords now pay $6.07 to win this traffic within the United States.  Globally, the cost for the exact search phrase “Induced Pluripotent Stem Cells” through Google AdWords is slightly lower at a $5.24 per click.

Google Adwords Pay-Per-Click Prices for iPSC Related Search Terms

To learn more about expanding opportunities for iPSCs, view the “Complete 2015-16 Induced Pluripotent Stem Cell Industry Report.”

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