5 Significant PPC Optimisation Methods Every Digital Marketer should know

1
5 SIGNIFICANT PPC OPTIMISATION methods every
digital marketer should know
2
Synergy, Innovation and Creativity
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.
www.synotive.com contact.us_at_synotive.com 1300
894 506
3
Synergy, Innovation and Creativity
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.
www.synotive.com contact.us_at_synotive.com 1300
894 506
4
Synergy, Innovation and Creativity
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.
www.synotive.com contact.us_at_synotive.com 1300
894 506
5
(No Transcript)
6
Synergy, Innovation and Creativity

• 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.

www.synotive.com contact.us_at_synotive.com 1300
894 506
7
(No Transcript)
8
Synergy, Innovation and Creativity

• 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.

www.synotive.com contact.us_at_synotive.com 1300
894 506
9
(No Transcript)
10
Synergy, Innovation and Creativity

• 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.

www.synotive.com contact.us_at_synotive.com 1300
894 506
11
Synergy, Innovation and Creativity

• 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. Its a huge turn off if
  you attempt to make your visitors fill a contact
  page but instead a download feature is enabled.

www.synotive.com contact.us_at_synotive.com 1300
894 506
12
(No Transcript)
13
Synergy, Innovation and Creativity

• 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.

www.synotive.com contact.us_at_synotive.com 1300
894 506
14
(No Transcript)
15
Synergy, Innovation and Creativity

• 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.

www.synotive.com contact.us_at_synotive.com 1300
894 506
16
Synergy, Innovation and Creativity
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.
www.synotive.com contact.us_at_synotive.com 1300
894 506
17
Synergy, Innovation and Creativity
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 Dos and Donts
• Top SEO Errors E-Commerce Websites Often Make
• Social Media Campaign Help Facts Information
• 9 Powerful Ecommerce Tips and Advice for Search
  Engine Optimisation

www.synotive.com contact.us_at_synotive.com 1300
894 506