A quick look at this report for many of our clients reveals that they have indeed received many impressions and clicks on keywords that they should not be, including

• keyphrases they are not indicated for, not on the keyphrase list
• competing drug, not in the keyphrase list
• keyphrases we have listed as negative keyphrase, for example “X problems in cats; “cats” was on our negative list but it just came up
• words not at all related to “condition X”, they’re just spelled similarly
• and keyphrases that our paid search analyst states, ‘I don’t know how the heck this qualified as a match to the keyword “X”"

We at Catalyst and you folks in pharma marketing should think about the implications of this from a number of perspectives:

1. As a reality check about our use of broad match.
2. As a potential tool giving us insight into user behavior. (Lots of people seem to use those refine results for disease “x” links).
3. As a potential regulatory violation if inappropriate queries trigger your ads