Document text
How To Review Ads:
Responsive Search Ads leverage a set of approved headlines and descriptions to generate combinations of ads
Up-to 15 headlines and 4 descriptions can be approved
Based on machine learning, the Search Engine will identify the best combination to show the searcher
Information that will always show in the ad is listed as "PINNED"
Ads can show as follow:
Example: Character Limits:
Headline 1 | Headline 2 | Headline 3 Max 30 | Max 30 | Max 30
Display URL/path1/path2 No limit on URL / Max 15 / Max 15
Description Line 1 Max 90
Description Line 2 Max 90
Example: Character Limits:
Display URL/path1/path2 No limit on URL / Max 15 / Max 15
Headline 1 | Headline 2 | Headline 3 Max 30 | Max 30 | Max 30
Description Line 1 Max 90
Description Line 2 Max 90
Machine Learning
Technology
FDA-CBER-2021-5683-0951975
Job Name: Comirnaty BLA Paid Search (SEM) Recommendation - Consumer Facing
Job Number: PP-CVV-USA-0424
Date: 9/30/2021
Note: Display URLs cannot change. Please see display URL below:
Line # Item Ad Components Length Pinned Landing Page Options
1 Stack: Priority 1 | General
2 Ad: Headline 1 COVID-19 vaccine 16 PINNED
3 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
4 Ad: Headline 3 How To Get The Vaccine 22
5 Ad: Headline 4 Learn About The Vaccine 23
6 Ad: Headline 5 What About Side Effects? 24
7 Ad: Headline 6 How To Prepare For The Vaccine 30
8 Ad: Headline 7 Questions About The Vaccine? 28
9 Ad: Headline 8 Preservatives In The Vaccine? 29
10 Ad: Headline 9 Should I Get The Vaccine? 25
11 Ad: Headline 10 What Are The Risks & Benefits? 30
12
13 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
14 Ad: Description 2 What to Tell Your Healthcare Provider Before Your Vaccination? 62
15
16 Stack: Priority 2 | General
17 Ad: Headline 1 COVID-19 vaccine 16 PINNED
18 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
19 Ad: Headline 3 How To Get The Vaccine 22
20 Ad: Headline 4 Learn About The Vaccine 23
21 Ad: Headline 5 What About Side Effects? 24
22 Ad: Headline 6 How To Prepare For The Vaccine 30
23 Ad: Headline 7 Questions About The Vaccine? 28
24 Ad: Headline 8 Preservatives In The Vaccine? 29
25 Ad: Headline 9 Should I Get The Vaccine? 25
26 Ad: Headline 10 What Are The Risks & Benefits? 30
27
28 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
29 Ad: Description 2 What to Tell Your Healthcare Provider Before Your Vaccination? 62
30
31 Stack: Priority 1 | Safety & Side Effects
32 Ad: Headline 1 COVID-19 vaccine 16 PINNED
33 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
34 Ad: Headline 3 How To Get The Vaccine 22
35 Ad: Headline 4 Learn About The Vaccine 23
36 Ad: Headline 5 What About Side Effects? 24
37 Ad: Headline 6 How To Prepare For The Vaccine 30
38 Ad: Headline 7 Questions About The Vaccine? 28
39 Ad: Headline 8 Preservatives In The Vaccine? 29
40 Ad: Headline 9 Report Vaccine Side Effects 27
41 Ad: Headline 10 Safety Information 18
42 Ad: Headline 11 Frequently Asked Questions 26
43
44 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
45 Ad: Description 2 Read About Common Side Effects After Vaccination. 49
46 Ad: Description 3 Questions About the Vaccine? Learn More on the Site. 52
47 Ad: Description 4 Find Important Safety & Side Effect Information for the Vaccine on the Site. 76
48 Ad: URL Path /safety 7
49
50 Stack: Priority 1 | Dosing Schedule
51 Ad: Headline 1 COVID-19 vaccine 16 PINNED
52 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
53 Ad: Headline 3 How To Get The Vaccine 22
54 Ad: Headline 4 Learn About The Vaccine 23
55 Ad: Headline 5 What About Side Effects? 24
56 Ad: Headline 6 How To Prepare For The Vaccine 30
57 Ad: Headline 7 Questions About The Vaccine? 28
58 Ad: Headline 8 Preservatives In The Vaccine? 29
59 Ad: Headline 9 Getting Your Vaccine 20
60
61 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
62 Ad: Description 2 Learn About the Vaccine Dosing Schedule. 40
63 Ad: Description 3 What to Tell Your Healthcare Provider Before Your Vaccination? 62
64 Ad: URL Path /dosing 7
65
66 Stack: Priority 1 | Fact Sheet
67 Ad: Headline 1 COVID-19 vaccine 16 PINNED
68 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
69 Ad: Headline 3 How To Get The Vaccine 22
70 Ad: Headline 4 Learn About The Vaccine 23
71 Ad: Headline 5 What About Side Effects? 24
72 Ad: Headline 6 How To Prepare For The Vaccine 30
73 Ad: Headline 7 Questions About The Vaccine? 28
74 Ad: Headline 8 Preservatives In The Vaccine? 29
75 Ad: Headline 9 View The Vaccine Label 22
76 Ad: Headline 10 Facts On The Vaccine 20
77
78 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
79 Ad: Description 2 View the Recipient and Caregiver Fact Sheet. 44
80 Ad: URL Path /fact-sheet 11
81Copy note : Search Engines are continually evolving their platforms and may experience technical issues. The format of the ads in this submission are current as of date above
https://www.comirnaty.com
Home Page, EUA Page
Home Page, EUA Page
Home Page, EUA Page
Home Page, EUA Page
Home Page, EUA Page
FDA-CBER-2021-5683-0951976
82 Stack: Priority 1 Ingredients
83 Ad: Headline 1 COVID-19 vaccine 16 PINNED
84 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
85 Ad: Headline 3 How To Get The Vaccine 22
86 Ad: Headline 4 Learn About The Vaccine 23
87 Ad: Headline 5 What About Side Effects? 24
88 Ad: Headline 6 How To Prepare For The Vaccine 30
89 Ad: Headline 7 Questions About The Vaccine? 28
90 Ad: Headline 8 Preservatives In The Vaccine? 29
91 Ad: Headline 9 What Is In The Vaccine? 23
92 Ad: Headline 10 What's The Vaccine Made Of? 27
93 Ad: Headline 11 List Of Vaccine Ingredients 27
94
95 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
96 Ad: Description 2 Visit to Review the List of Vaccine Ingredients Online. 55
97 Ad: Description 3 Learn More About the Vaccine's Ingredients and Its Components. 62
98 Ad: URL Path /ingredients 12
99
100 Stack: Priority 1 | Manufacture
101 Ad: Headline 1 COVID-19 vaccine 16 PINNED
102 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
103 Ad: Headline 3 How To Get The Vaccine 22
104 Ad: Headline 4 Learn About The Vaccine 23
105 Ad: Headline 5 What About Side Effects? 24
106 Ad: Headline 6 How To Prepare For The Vaccine 30
107 Ad: Headline 7 Questions About The Vaccine? 28
108 Ad: Headline 8 Preservatives In The Vaccine? 29
109 Ad: Headline 9 Where Is The Vaccine Made? 26
110
111 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
112 Ad: Description 2 What to Tell Your Healthcare Provider Before Your Vaccination? 62
113
114 Stack: Priority 1 | FAQ
115 Ad: Headline 1 COVID-19 vaccine 16 PINNED
116 Ad: Headline 2 BioNTech & Pfizer 17 PINNED
117 Ad: Headline 3 How To Get The Vaccine 22
118 Ad: Headline 4 Learn About The Vaccine 23
119 Ad: Headline 5 What About Side Effects? 24
120 Ad: Headline 6 How To Prepare For The Vaccine 30
121 Ad: Headline 7 Questions About The Vaccine? 28
122 Ad: Headline 8 Preservatives In The Vaccine? 29
123 Ad: Headline 9 Frequently Asked Questions 26
124 Ad: Headline 10 Find Answers To Questions 25
125
126 Ad: Description 1 Visit the Comirnaty® (COVID-19 Vaccine, mRNA) Consumer Website. 63 PINNED
127 Ad: Description 2 Questions About the Vaccine? Learn More on the Site. 52
128 Ad: Description 3 Visit the Website to Read Frequently Asked Questions About the Vaccine. 71
129 Ad: URL Path /faq 4
130Home Page, EUA PageHome Page, EUA Page
Home Page, EUA Page
FDA-CBER-2021-5683-0951977
Sample Ad with Enhanced Site Links:
Variation 1 Variation 2
[Headline 1] - [Headline 2] - [Headline 3] Display URL
Display URL [Headline 1] - [Headline 2] - [Headline 3]
[Description Line 1] [Description Line 1]
[Description Line 2] [Description Line 2]
Extensions --> Important Safety Info Prescribing Information Max 25 characters
Info For Comirnaty® (COVID-19 See Full Prescribing Info For Max 35 characters
Vaccine, mRNA) Comirnaty® (COVID-19 Vaccine, mRNA) Max 35 characters
Enhanced Site Link Primary Landing Page: Secondary Landing Page:
Important Safety Info
Prescribing Information
Sample Ad with Call Out Extensions:
Variation 1 Variation 2
[Headline 1] - [Headline 2] - [Headline 3] Display URL
Display URL [Headline 1] - [Headline 2] - [Headline 3]
[Description Line 1] [Description Line 1]
[Description Line 2] [Description Line 2]
Extension --> Important Safety Info - Vaccine Ingredients - Dosing Schedule - Report Side Effects Max 25 characters per call out
Call Out Extensions:
Important Safety Info
Vaccine Ingredients
Dosing Schedule
Report Side Effects
Sample Ad with Structured Extensions:
Variation 1 Variation 2
Display URL
[Headline 1] - [Headline 2] - [Headline 3]
[Description Line 1]
[Description Line 2]
Extension --> Types Report Adverse Events, Now FDA Approved, Dosing Schedule, Important Vaccine Info Max 25 characters per snippet
Structured Snippets ["Types" Category]:
Report Adverse Events
Now FDA Approved
Dosing Schedule
Important Vaccine InfoPrescribing Info Home Page
Ad Variations -->Call out extensions may be shown in conjunction with any approved ad in this job. As
many as 4 and as few as 1 approved call out extensions may appear with the ad unit.
The call out extensions are not clickable. The call out extensions may appear beneath
one of the two ad variations above
Ad Variations -->[Headline 1] - [Headline 2] - [Headline 3]
Display URL
The structured snippet may be shown in conjunction with any approved ad in this job.
As many as 10 snippets may appear at a time[Description Line 1]
[Description Line 2]Ad Variations -->
These links may be shown in conjunction with any approved ad in this job. The
additional descriptions below the sitelink may or may not show. The sitelinks may
appear beneath one of the two ad variations above
Enhanced Site Link Landing Pages
Home Page
FDA-CBER-2021-5683-0951978