Google proposes new sponsored link formats for health-related searches to provide consumers with more transparent and relevant health information. The formats include requiring advertisers to include a "Warning" label and link to additional risk information. This aims to address issues caused by FDA letters discouraging disease-specific drug claims in ads. By standardizing ad formats, Google hopes to improve access to useful health resources while protecting consumers.

1. 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
Google Proprietary 1

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

3. Search Engines Provide Access to Useful Health Information
4.6B 111M
Searches on Individuals Searched Using
Health Keywords Health Keywords
Google Proprietary 3
Source: Patient Pathway Study, Google & comScore, April 2008; comScore Behavioral Data, Total Internet Users, Oct-Dec 2007, (27,404)

4. Access to Information Can Improve Public Health
Google Proprietary 4

5. Health Condition Queries are Growing Exponentially
Source: Google Internal Data; 3X growth from 2006-2009
Google Proprietary 5
Graph includes all “Health-Condition” queries EXCLUDING all “swine flue” and “h1n1” terms.

6. Online Health Information Impacts Behavior
Activities Conducted Due to Information Gathered Online
Spoke with a doctor 36%
Changed behavior /
21%
lifestyle
Scheduled a doctor's
15%
appointment
Made a self-diagnosis 11%
Used another resource to
gather more information 10%
Tried alternative treatment 7%
Started over-the-counter
7%
medication
0% 5% 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 6
Source: Harris Interactive, “Online For Health:; The Impact of Online Behavior on Healthcare Decisions,” 2007

7. Agenda
1 Online for Health Information
2 Role of Sponsored Links
3 Google’s Proposed Sponsored Link Ad Formats
Google Proprietary 7

8. 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
Google Proprietary 8
ranking algorithm of relevance to search query

9. Impact of FDA Letters on Sponsored Links
Before
LED TO
Arbitraer.com
After
BOTH LEAD TO
Arbitraer.com
Google Proprietary 9

10. 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 Google Proprietary 10
CTR: Click-through rate

11. Agenda
1 Online for Health Information
2 Role of Sponsored Links
3 Google’s Proposed Sponsored Link Ad Formats
Google Proprietary 11

12. Proposed Standard for Product Claim Sponsored Links
This additional “More Info” link will
direct to risk information
Headline will link to
designated landing “Warning:” is fixed & cannot be
page, such as the modified; the remaining 62
homepage characters can be modified
Google Proprietary 12

13. Proposed Standard for Black Boxed Sponsored Links
zinaxa
Depression
About Zinaxa & Depression
Zinaxa Information
Headline will link to The “safety & prescribing” This additional “More Info” link will
designated landing statement is fixed & cannot be direct to risk information
page, such as the modified
homepage
Google Proprietary

14. Thank You.
Google Proprietary 14