Here, we list some key PPC optimisation techniques that help gauge the efficiency of search engine marketing campaigns for digital marketers.

1. 5 SIGNIFICANT PPC OPTIMISATION
methods every digital marketer should know

2. One of the essential responsibilities of every search engine marketing company is
to stay abreast of the latest advancements, features and other crucial functionality
updates in the search engine marketing space. Such information helps search
engine marketers to implement the best practices and to stay ahead in the league.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

3. Google itself has a dedicated page, for all the AdWords professionals out there,
informing digital marketers the latest advancements and highlights including related
articles and references to help them further examine key components of a
successful marketing strategy.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

4. Although there may be loads of updates taking place every now and then, the best
search engine marketing strategy revolves around following the latest trends in
PPC marketing.
Here, we list some key PPC optimisation techniques that help gauge the efficiency
of search engine marketing campaigns for digital marketers.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

6. OPTIMISATION FOR KEYWORDS AND MESSAGING
Mostly, the efforts put into campaign management gyrates around an effective
selection of keywords and monitoring bid management.
• When managing keywords, make sure the most important keywords appear in
the advertising text.
• When you set the bids, set them at the keyword level but if there are multiple
match types, set the highest bid to the exact match keyword option.
• Use search phrases that are target specific instead of broader terms.
• Include negative keywords at the campaign level.
• Use several match types but your high impact keywords should be an exact
match.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

8. OPTIMISATION FOR CAMPAIGN SETTING AND STRUCTURE
• Separate your Search and Display campaigns for accurate performance evaluation.
• Make Ad groups for ease of understanding of powerful and popular keyword.
• Work out a theme group of closely related keywords.
• Clearly, set a budget for each campaign based on your spend for a 30 day period.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

10. OPTIMISATION FOR LANDING PAGE AND CONVERSION PATH
Most PPC optimisation techniques can go awry if there is no proper synchronisation
of the crucial facets of the campaigns. Like,
• The keyword, ad text, to the entire presentation of the campaign should be
synced and must have a logical connection. What searchers want is the exact
solution to their queries and hence they have a certain expectation when they
arrive on your targeted landing page.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

11. • A definite conversion path is required to complete the desired action. This
means an embedded contact for or any other action button should be made
visible to directly take the visitor on the required page.
• Appropriate “Call-to-Action” statements to guide the visitor is mandatory. It’s a
huge turn off if you attempt to make your visitors fill a contact page but instead
a download feature is enabled.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

13. OPTIMISATION FOR CONVERSION AND GOAL TRACKING
Including the AdWords conversion tracking and goal tracking features from Google
Analytics is certainly beneficial to most campaigns.
• Include conversion tracking for all major events.
• Also, include additional insight and performance metrics such as bounce rate,
navigation paths, and to allow for more advanced user action tracking with your
conversion tracking in Google Analytics.
• Using Value Track parameters with your tracking template helps to collect the
information of the source of your clicks.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

15. OPTIMISATION FOR ADWORDS AND EXTENSIONS
Google AdWords has a broad range of extensions to help your campaign achieve
the best treatment with respect to your advertising communications and other
aspects.
• Campaigns with top advertising positions must include Sitelinks to gain
additional insights.
• For sensitive messaging and ad copy related information, Callout extension is
the most beneficial.
• For an eCommerce business to know their customer reviews and ratings, the
third-party reviews extension can be considered.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

16. Even though every search engine marketing campaign is different, there are some
innate properties like goal setting, key performance indicators, and conversion
metrics that will remain common for each campaign. With hundreds of keywords
and other ads to manage, this checklist may not cover all the aspects of a search
campaign but is beneficial as a starting point to measure the effectiveness of your
campaigns and how successful they are till now.
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506

17. You Should Also Read:
 5 eCommerce Link Building Strategies That Really Work
 The 5-Step Conversion Rate Optimisation (CRO) Process Every Website Should Follow
 8 Social Media Hacks to Connect More with Fans Online
 SEO Checklist for Optimising Blog Posts to Get Maximum Traffic
 The Experts Guide to a Complete SEO Health Check-up for Websites
 8 Exciting Content Strategies That Will Impact Your Search Engine Presence
 7 Ideas to be a Successful SEO
 How to Survive Online
 SEO Copywriting – The Do’s and Don’ts
 Top SEO Errors E-Commerce Websites Often Make
 Social Media Campaign Help – Facts & Information
 9 Powerful Ecommerce Tips and Advice for Search Engine Optimisation
Synergy, Innovation and Creativity
www.synotive.com | contact.us@synotive.com | 1300 894 506