Pay-per-click (PPC) campaigns can be more successful if the web pages involved look "good" to Google, according to the head of search at a digital marketing agency.

Andrew Girdwood from bigmouthmedia has said that paid advertisers need to adopt "joined-up" thinking when it comes to PPC in order to get the maximum return from any investment, according to E-consultancy.

One big part of this is making web pages rank highly on Google's Quality Score, something determined by the search engine's AdBot. This results in a lower minimum bid and a potentially higher score, something that could improve the success of a PPC campaign.

Mr Girdwood also highlighted the use of Website Optimiser as another tool that can be used as a part of the "joined-up" thinking mindset, as it can quite literally optimise pages to supposedly get the best out of them.

The tool also allows you to compare terms and pictures to see which one converts clicks better and, despite recent rumours that Google reacts badly to such practice, Mr Girdwood suggests that it can detect when Website Optimiser has been used and something is not search spam.

Greg Jarboe, a member of the Search Engine Marketing Professional Organisation, echoed similar sentiments earlier this week, urging internet marketers to utilise a variety of techniques.