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6 Simple Image Optimization Techniques to Boost SEO

Samuel Edwards
|
July 6, 2023

Good website optimization starts with great imagery. Images can drive traffic to your website by appearing on image search, and engaging visuals help website visitors remember you better.

This article will discuss the importance of image optimization for SEO and provide all the hacks necessary for taking advantage of its potential.

The discussion will start from a basic understanding of image optimization, such as its definition and importance in SEO, along with the stand-out benefits it offers.

We’ll then compare different image formats to determine which works best for your content and introduce several tools to reduce file size without compromising quality.

Understanding Image Optimization

Image optimization is the process of manipulating digital images for better website performance. By changing its file format, size, color depth, location, and other web-friendly properties, the optimized image takes up less space but still gives a good visual result.

Additionally, properly naming image files and providing relevant alt tags give search engines more information to index websites. Ultimately, this image manipulation enhances user experiences and can increase website visibility in search engine results.

Using higher-resolution images yet maintaining load times will definitely bring in higher conversation rates which are crucial for successful SEO optimization on websites or applications.

Role of Image Optimization in SEO

Image optimization plays an important role in Search Engine Optimization (SEO). It is essential for websites to properly optimize their images in order to improve visibility on search engines like Google and Bing.

Image optimization involves boosting the quality of property pictures, illustrations, infographics, and diagrams to grab attention better from customers online. This process helps increase web page loading times when users visit a website or page which can impact user experience as well as SEO ranking factors.

In addition, image optimization also improves overall user engagement since webpages with good visuals draw more visitors than pages with dull visuals or none at all. With optimized images in place, you will get great visual content that not only pleases customers but also enhances your search engine rankings over time leading to more traffic.

1. Choosing the Right Image Format

Comparison of Image Formats (JPEG, PNG, GIF, WebP)

Percentages of websites using various image file formats

Source

When selecting the appropriate image format for a website, it’s important to know the pros and cons of each type, as well as determine which format is best suited for certain circumstances.

JPEGs are great for photos with large high-quality images that require some level of compression in order to reduce file size- especially if many colors are involved.

Meanwhile, subject or line art performs better with a PNG format: its lossless compression allows for the preservation of signs and edges while also providing transparent backgrounds if needed.

GIF files include a maximum palette of 256 colors and provide animation capabilities when other formats wouldn’t be suitable; however, the overall quality tends to be less idealistic.

Lastly, WebP shows promise over traditional formats due to its improved image compression technique which allows content over the same size faster.

Knowing which format works best When choosing the right image format, knowledgeable insight into the pros and cons of JPEGs, PNGs, GIFs, and WebPs effectively boosts website optimization when used by tech professionals.

Factors to Consider When Selecting an Image Format

When selecting an image format, there are a few important factors to consider. These include file size, compatibility across different browsers and devices, and whether the format offers lossless or lossy compression.

JPEGs are generally considered best for photography with lots of varying colors, while PNGs work well for images with fewer colors or which require much higher quality.

For high-speed loading times within the web browsers, GIFs and WebP formats can be used for simple artwork such as icons and logos.

Ultimately the selection process should take into account requirements while obtaining the smallest possible image size without compromising on image quality to maximize loading speed for visitors.

Recommended Image Formats for Different Situations

Selecting the right image format is an essential step in optimizing images for SEO. Different file formats have different advantages and should be chosen based on their format type, size, loading speed, compatibility, and storage needs.

JPEG is a widely used compressed format suitable for showcasing photographs taken by cameras while PNGs produce crisp graphics such as line art or logos because of their support for transparent backgrounds.

WebP is a new versatile format that offers all the benefits of the other popular file formats with smaller file sizes.

GIFs offer lossless compression that creates animation but is much larger than the other formats and thus not always recommended if saving disk space is a priority.

In decision making it’s important to consider factors like file size versus quality, target demographic.

2. Reducing Image File Size

Image size vs. File size

Source

Importance of File Size Reduction for SEO

Reducing image file size is an essential optimization hack for SEO. Optimized images are essential to improving website performance, which search engines take into account when ranking websites. Researchers have found that images larger than 250kb can actually decrease website speed and negatively impact a site’s score in the SERPs.

To successfully reduce image file size, one should employ techniques such as compression tools and plugins, resizing and cropping (to pixels rather than inches), minimizing metadata content, and lazy loading techniques (where media loads online when viewing the reach).

Such efforts make total page load time faster for mobile users across all networks; imperative as most web searches now originate from mobile devices.

Techniques to Reduce Image File Size

  • Compression Tools and Plugins
  • Resizing and Cropping Images
  • Minimizing Metadata
  • Lazy Loading

3. Optimizing Image Alt Text and File Names

Importance of Alt Text

Importance of Alt text for accessibility

Source

Alt text (or alternate text) refers to descriptive text associated with an online image that assists technologies such as screen readers to interpret visual information.

Currently, search engines use alt attributes for both the signal of a web page’s relevancy and to help classify images; hence making it an essential SEO element.

Furthermore, enabling visually impaired people to access digital content without a barrier also makes it critically important for ADA compliance.

Guidelines for Writing Effective Alt Text

Alt text best practices for image optimization

Source

Alt text (also referred to as “alt tags” or in some areas, “image descriptions”) are used by search engines to understand the purpose of images and how they relate to other content on a page.

Writing effective alt text is important for improving image SEO since search engine bots cannot interpret visual information on their own.

Good guidelines for writing effective alt text include avoiding key phrases that could potentially be associated with different topics; describing what it is rather than what it looks like–abstract language should be avoided and only relevant keywords should be used; keeping the description brief, but descriptive enough so that bots can comprehend the nature of the image accurately.

Optimizing Image File Names for SEO

When optimizing images for SEO, the file name plays an important role. Using unique and descriptive words that use relevant keywords can help maximize the search visibility of image files on search engines.

While it’s a good idea to include an informative or keyword-relevant title when uploading an image, at the same time it is worth ensuring you use low-case words with underscores (or hyphens) rather than spaces to separate each word within your titles, as blank space can cause compatibility issues.

In addition, all other characters aside from alphanumeric should be avoided in order optimally replicate extended Latin versions of said characters and enhance cost-effectiveness.

4. Utilizing Image Captions and Descriptions

Benefits of Image Captions and Descriptions for SEO

Image captions and descriptions can offer numerous SEO benefits for websites. By utilizing these optimization techniques, website owners can help create more engaging content and make their pages more easily searchable for indexing by search engines.

Additionally, proper image labeling allows users to access information pulled from an accompanying caption or description that may provide further context to the raw visual elements of the webpage.

Enhancements in this area will also improve customer reach as visitors quickly and effectively discern what a page has to offer without having to actually view all images in their entirety.

Ultimately, properly formatted image labels lead to an improved user experience across any given web platform which will likely result in increased web traffic from organic sources seeking additional clarifications on various topics covered through such illustrated works.

Best Practices for Writing Image Captions

Using image captions and descriptions is an easy and effective way to increase the visibility of your content for search engine optimization (SEO).

Writing good, descriptive captions that include relevant keywords can help boost engagement with website visitors.

Best practices for writing image captions include:

  • Being concise but informative; including relevant pertinent keywords
  • Writing in words rather than using technical terms and acronyms
  • Attaching research links or other sources of more detailed information when applicable
  • Making sure the caption is grammatically sound without any spelling errors

When possible, make reference to parts or subjects located within the image. Lastly, use active language free from hyperbolic phrasing that readers may not understand quickly.

Including Relevant Keywords in Image Descriptions

Good image description should have relevant keywords

Source

Including relevant keywords in image descriptions is a basic step for optimizing images for SEO that can often be overlooked. When done correctly, this will provide further context for both the search engine and the user to understand what an image contains.

This ultimately helps increase your chances of appearing in SERPs when these terms are searched.

It’s important to select specific and accurate words that directly describe the contents of the picture as opposed to using too many general or unrelated words. Focus on natural descriptions rather than keyword stuffing; make sure each word chosen serves a purpose.

5. Implementing Image Sitemaps

Example of a site map

Source

Image Sitemaps and Their Role in SEO

Image Sitemaps are XML files used to inform search engines about the location and information of all the images present on a website.

Images that have been indexed can appear in related image searches. Having Image Sitemaps for your site is one of the essential image optimization hacks for improving SEO, as it helps ensure that every important image gets found by Google bots when crawling pages, therefore significantly increasing its chances of showing up in relevant searches.

Furthermore, such an XML file allows you to add extra valuable data associated with images on your web pages and provide their direct URLs without relying on navigation links.

Tips for Optimizing Image Sitemaps

Image Sitemaps are an invaluable tool for SEO. Utilizing image sitemaps can help search engine crawlers discover and index images on a webpage to use them in image search results.

To maximize the positives of utilizing this resource, there are a few tips that should be followed when optimizing Image Sitemaps for SEO: Include both images and videos in the same sitemap but have separate tags within each type; provide detailed file names and alt text with relevant keywords; list high-quality thumbnails with precise dimensions and use original URLs if reusing material from other sources.

Further, it is helpful to link images properly using anchor links whenever possible as well as submitting key information regarding downloads through special tags (download size or expiration).

6. Optimizing Image Loading Speed

Page Speed Info

Source

Impact of Image Loading Speed on SEO

Optimizing image loading speed leveraging optimized images and their respective sitemaps can help websites quickly serve them to users, with faster speeds providing a better experience for the user coupled with improved SEO rankings.

By offering fast image loading times users, particularly mobile users, will enjoy smooth scrolling and seamless page loads which in turn reward your website organically (and naturally).

Techniques to Improve Image Loading Speed

1. Caching and Content Delivery Networks (CDNs)

Caching and Content Delivery Networks (CDNs) are optimization techniques that can significantly improve image loading speed and search engine ranking. The Caching involves temporarily storing a copy of the image on the user’s web browser, so the same time isn’t spent fetching it every time it is requested.

CDNs are networks of distributed servers that allow images to load faster from the server physically closest to their location, enabling your webpage with these optimized images to respond quickly to user requests even from different geographical locations.

While using a CDN requires an additional cost, implementation will give you and your users much quicker access to content around the world – ultimately better SEO performance during page queries as well as an improved UI/UX experience for your website visitors.

2. Responsive Image Design

Responsive image design is a popular technique to optimize images for faster loading times and improved user experience on mobile devices.

This involves displaying a web page’s images at various resolutions depending on the size of the device they are being viewed on.

This allows all parts of an image to be properly viewable, regardless if it’s being used on a laptop or small mobile phone, while also significantly reducing load time since only part of the original image will need to be loaded into a device’s browser memory.

3. Lazy Loading and Progressive Loading

Lazy loading and progressive loading are two simple yet effective techniques to improve image loading speeds for improved SEO performance.

It ensures only images above the fold (the area of a web page that can be seen without scrolling) load on page visit, while other contents (including images below the fold) are deferred until they actually enter the user’s viewport or simply when scrolling down.

As a result, instead of your entire page being large and clunky due to a bulky serving of images, only those above the fold appear fast and clean leaving a great impression on users.

Conclusion

Implementing image optimization hacks effectively can considerably impact the SEO of an online website. From optimizing image formats for web crawlers to compressing file sizes to utilizing captions and descriptions, there are several steps involved in styling an eye-catching and well-optimized website.

Furthermore, through employee techniques such as caching, content delivery networks, responsive images or progressive loading one can drastically improve page speeds leading to better utilization of crawler resources.

All these practices result in improved rankings that complement earning organic web traffic powered by search engine websites. So, now is the time to start executing the optimizations recommended in this article to increase your website’s search visibility today!

Author
Recent Posts

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Latest posts by

Samuel Edwards

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Author

Samuel Edwards

Chief Marketing Officer

Throughout his extensive 10+ year journey as a digital marketer, Sam has left an indelible mark on both small businesses and Fortune 500 enterprises alike. His portfolio boasts collaborations with esteemed entities such as NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Price Benowitz LLP, a prominent law firm based in Washington, DC, and the esteemed human rights organization Amnesty International. In his role as a technical SEO and digital marketing strategist, Sam takes the helm of all paid and organic operations teams, steering client SEO services, link building initiatives, and white label digital marketing partnerships to unparalleled success. An esteemed thought leader in the industry, Sam is a recurring speaker at the esteemed Search Marketing Expo conference series and has graced the TEDx stage with his insights. Today, he channels his expertise into direct collaboration with high-end clients spanning diverse verticals, where he meticulously crafts strategies to optimize on and off-site SEO ROI through the seamless integration of content marketing and link building.

Related posts

Samuel Edwards
|
May 30, 2025
PPC Case Study: Tampa, Florida Apartment Complex

When this apartment complex client partnered with PPC.co, their goal was clear: generate more qualified leads through Google Ads. In just 60 days—from January to March 2025—we transformed their paid acquisition performance. Total conversions more than tripled, jumping from 10 to 32, while the overall conversion rate soared by over 300%. At the same time, we drove down the cost per conversion by 44%, delivering significantly more leads at a much lower cost. 

By strategically combining Performance Max and high-intent Search campaigns, we not only increased lead volume but improved overall efficiency and ROI. This rapid and measurable improvement underscores the value of data-driven optimization and expert campaign management.

January 2025

March 2025

‍

Campaign Analysis Summary

January 2025

  • Total Ad Spend: $498.63

  • Total Conversions: 10

  • Cost per Conversion: $49.86

  • Overall Conversion Rate: 1.12%

  • Campaigns Active:

    • Performance Max (PMax):

      • Conversions: 10

      • Conversion Rate: 1.12%

      • Cost per Conversion: $49.86

    • Search Campaign: No conversions or spend.

March 2025

  • Total Ad Spend: $898.54

  • Total Conversions: 32

  • Cost per Conversion: $28.08

  • Overall Conversion Rate: 4.64%

  • Campaigns Active:


    • Performance Max (PMax):


      • Conversions: 19

      • Conversion Rate: 3.74%

      • Cost per Conversion: $27.39

    • Search Campaign:


      • Conversions: 13

      • Conversion Rate: 7.14%

      • Cost per Conversion: $29.08

Strategic PPC Campaign Insights

  • Performance Max Improvements:

    • Conversions almost doubled (10 → 19) with just a 4.4% increase in spend ($498.63 → $520.45).

    • Cost per conversion was nearly cut in half ($49.86 → $27.39), showing better algorithmic targeting or improved creatives/landing page experience.

    • Conversion rate rose from 1.12% to 3.74%, indicating better audience alignment.

  • Search Campaign Activation:

    • Was inactive in January.

    • Delivered strong performance in March with a 7.14% conversion rate and 13 conversions at a very competitive $29.08 cost per conversion.

    • High interaction rate (7.65%) shows strong ad engagement and search intent alignment.

What’s the path going forward? 

  1. Continue Campaign Diversification:

    • The dual strategy of running both PMax and Search campaigns is proving effective. Continue scaling with both to diversify reach and conversion sources.

  2. Increase Budget Strategically:

    • Given the efficiency improvements (43.7% drop in cost per conversion), consider increasing the budget further to capitalize on momentum—particularly for the high-performing Search campaign.

  3. Refine PMax Targeting & Creative:

    • The Performance Max campaign is performing well but has room to improve conversion rate to match the Search campaign. A/B test creatives, refine audience signals, and check landing page relevance.

  4. Track Lead Quality:

    • Ensure that higher conversion volume aligns with high-quality leads or downstream metrics like closed deals or ROI.

‍

‍

The client was thrilled with the performance. As they put it: 

‍

We’re super excited about the results! Can’t wait to see what’s to come!”

‍

Conclusion

This case study is a testament to what can happen when a well-structured campaign meets expert strategy and continuous optimization. Whether you're launching a new property or looking to boost occupancy in a competitive market, PPC.co delivers real results—fast.

Ready to grow your leads and lower your cost per conversion?
Contact us today to schedule a free audit and discover how we can help you achieve similar results.

Click on the following link if you would like to see more PPC case studies! 

‍

Timothy Carter
|
May 29, 2025
The E-Commerce & Retail Guide to Running Profitable Paid Ads

If you’re running an e-commerce or retail business, you already know that visibility is everything. The best product in the world won’t sell if no one sees it. That’s where paid ads for ecommerce comes in. 

Done right, they drive traffic, conversions, and repeat customers. 

Done wrong, they drain your budget and leave you wondering what went wrong.

Whether you’re spending $500 a month or $50,000, your goal is the same: profitability. Not just clicks, and certainly not just impressions. You want to turn ad dollars into real, predictable revenue.

So how do top-performing e-commerce and retail brands make their paid ads work? 

What are they doing that you’re not? 

This guide breaks it down step-by-step, so you can start running profitable ads with confidence.

Understand Your Business Goals Before You Spend a Dime

Before you launch a single campaign, you need clarity on your audience and goals. Are you trying to boost first-time sales? Increase average order value? Each objective requires a different strategy and metrics for success.

  • If your goal is new customer acquisition, your campaigns might be optimized for reach, clicks, or conversions. 
  • If your goal is profitability, you’ll focus more on return on ad spend (ROAS), customer lifetime value (CLTV), and cost per acquisition (CPA).

Don’t fall into the trap of launching ads just to “see what happens.” Paid media works best when it’s part of a bigger strategy. So before you log in to Google Ads or Meta Ads Manager, get specific about what success looks like.

Know Your Numbers

If you want to run profitable paid ads, knowing your numbers is the foundation of your entire strategy. Without a clear understanding of your margins, break-even points, and how much you can afford to spend to acquire a customer, you’re essentially gambling with your ad budget. 

And in e-commerce, that can get expensive fast.

Let’s start with the most critical numbers you need to know:

  • Cost of Goods Sold (COGS). This is what it costs you to produce or source the product you’re selling, including manufacturing, packaging, and shipping to your warehouse (or dropshipping fees). If you’re selling a T-shirt for $30 but it costs you $10 to manufacture and another $5 to ship, your total COGS is $15.
  • Average Order Value (AOV). AOV is the average dollar amount a customer spends when they place an order on your site. If your total revenue for a given period is $10,000 and you had 200 orders, your AOV is $50. This number helps you understand how much revenue you can expect per customer interaction – and it’s key to setting realistic ad spend limits.
  • Gross Profit Margin. This is the percentage of each sale that’s actual profit before marketing and operational costs. Using the example above, if your product sells for $30 and costs $15 to produce, your gross profit is $15, or 50 percent. If your AOV is $50 and your average product costs $25, you’re working with a 50 percent margin overall. Higher margins give you more breathing room with your ad spend.

Your break-even ROAS tells you the minimum return you need on your ad spend to not lose money. It’s calculated by dividing 1 by your gross profit margin. 

So if your margin is 50 percent, your break-even ROAS is 2.0. That means for every $1 you spend on ads, you need to make $2 in sales just to break even.

For example, let’s say you’re running Facebook Ads and spending $1,000 on a campaign. If your break-even ROAS is 2.0, you need to generate at least $2,000 in revenue to avoid losing money. Anything above that is profit. Anything below that eats into your cash.

Once you know your numbers, you can reverse-engineer your ad strategy instead of throwing money into the void and hoping for results. For instance, if your AOV is low (say $25), you might struggle to profit from ads unless you have a very low COGS or high conversion rates. In that case, you might want to:

  • Bundle products to increase AOV
  • Offer free shipping thresholds (e.g., “Free shipping over $50”)
  • Upsell or cross-sell related products during checkout

On the other hand, if your AOV is $150 and your margins are strong, you have more room to compete in ad auctions, bid more aggressively, and test multiple audiences and creatives without instantly wiping out your profit.

A lot of beginner advertisers focus entirely on immediate return from ads. That’s understandable – but short-sighted. If you’re breaking even or slightly losing on the first sale, that might still be a smart move if you’re building long-term customer relationships.

That’s where Customer Lifetime Value (LTV) comes in. If you know that your average customer places three orders a year, each worth $60, then their LTV is $180. If you spend $40 to acquire that customer with your first ad, but earn $140 more over the next 12 months, that ad was extremely profitable in the long run.

Top e-commerce brands build their paid strategies around LTV-to-CAC ratio – how much they earn over time compared to what they paid to acquire the customer. 

A healthy ratio is usually 3:1 or higher. So if you’re spending $50 to acquire a customer, you want to earn at least $150 from that customer over time.

Once you understand your numbers, you can plan your ad spend with precision. You’ll know exactly:

  • How much you can pay to acquire a customer
  • How much you need to make per order to be profitable
  • What kind of ROAS you should target in your campaigns
  • When it’s time to scale or pull back

Let’s say you want to make $5,000 in profit this month, and your product has a 50 percent gross margin. That means you need $10,000 in sales. If your target ROAS is 2.5, you can spend up to $4,000 in ad spend to hit that goal. With those numbers in hand, you now have a roadmap for campaign budgeting, not just a shot in the dark.

Choose the Right Platforms for Your Audience

Every ad platform has strengths. But if you try to use them all at once, you’ll burn through your budget without learning much. Instead, pick one or two that align best with your business model and customer behavior.

If you’re selling visually appealing products like apparel, skincare, or home goods, platforms like Instagram and TikTok can deliver strong returns – especially with the right creative. If you’re focused on high-intent buyers, Google Search and Shopping Ads are goldmines. And if you’re targeting professionals or B2B retail buyers, LinkedIn may offer surprising results.

Test channels strategically. Start with the one that matches where your customers spend their time and scale from there. The best platform for you is the one where your ideal customers are already shopping, scrolling, or searching.

Nail Your Targeting

One of the biggest mistakes retailers make is casting too wide a net. You don’t want everyone to see your ad – you want the right people to see it.

On Google, this means targeting high-intent keywords that signal buying behavior. Focus on terms like “buy,” “best,” “free shipping,” or product-specific searches. On Facebook, Instagram, or TikTok, you’ll want to dial in your custom audiences using demographic data, lookalikes, interests, and behavior.

Don’t forget retargeting. Most people won’t buy the first time they visit your site, but retargeting brings them back when they’re ready. Set up ads that follow people who viewed a product, added to cart, or engaged with your brand but didn’t check out.

The more relevant your targeting, the more efficient your spend and the higher your return.

Invest in Scroll-Stopping Creative

Creative is the make-or-break factor in most e-commerce ad campaigns. You can have perfect targeting and the right product, but if your ad doesn’t grab attention in the first two seconds, it won’t convert.

Your creative needs to do three things quickly:

  1. Stop the scroll
  2. Spark interest
  3. Show value

Use high-quality product photos or videos. Show your product in action. Highlight a clear benefit or solve a specific problem. Incorporate customer reviews or user-generated content to build trust.

For paid social, test multiple creatives at once – video vs. image, UGC vs. branded, short-form vs. long-form – and let performance data guide your iterations. On search platforms like Google, focus on copy that’s compelling and packed with relevant keywords. Test different headlines and descriptions to see what gets the best click-through rate.

Use Landing Pages That Convert

Sending paid traffic to your homepage is a rookie mistake. You want every click to land on a page that’s designed to convert. That means fast load times, mobile optimization, and a clear call-to-action.

If you’re promoting a specific product, send users to that product page and not your full catalog. If you’re offering a bundle or a seasonal deal, create a dedicated landing page with copy, visuals, and layout tailored to that offer.

Remove distractions. Reduce friction. Make it stupid-easy for people to buy. The less effort it takes, the more sales you’ll see. And don’t forget to A/B test. Sometimes a simple tweak to your headline or CTA can double your conversion rate overnight.

Monitor Performance

Once your ads are live, your job isn’t done. In fact, this is where it really begins. You need to monitor performance regularly, looking at more than just the surface-level metrics.

Click-through rate (CTR) tells you how well your ad is capturing attention. Conversion rate shows how well your landing page is sealing the deal. ROAS tells you how profitable your campaign is. And CPA helps you compare efficiency across different products or audiences.

Watch for early indicators of success – or failure. 

  • If your CTR is low, your creative probably needs work. 
  • If people click but don’t buy, your landing page or offer may be off. 
  • If your ROAS is negative, it’s time to adjust your targeting, bidding, or pricing.

Treat your campaigns like living systems. Tweak, test, and improve them continuously.

Scale What’s Working, Kill What’s Not

Once you find a winning combination – an ad, offer, and audience that works – it’s time to scale. Increase your budget gradually while keeping an eye on performance. Scaling too fast can tank your results, so go step by step.

Duplicate high-performing campaigns to test new audiences or creatives. Experiment with upsells, bundles, or time-limited offers to increase AOV. Layer in email or SMS marketing to retarget paid traffic and drive repeat sales.

And just as importantly, don’t be afraid to kill underperforming ads. If something isn’t working after a reasonable test period, cut it. Your budget should be flowing to what works – not what you hope will work.

Focus on Lifetime Value

One of the biggest mistakes in paid advertising is chasing one-off sales without thinking about the bigger picture. Winning e-commerce brands think in terms of customer lifetime value.

If your first sale breaks even, that’s fine. (As long as you have a plan to turn that customer into a repeat buyer. ) You can use post-purchase emails, loyalty programs, and retargeting ads to bring people back.

At the end of the day, when you view paid ads as the beginning of a customer relationship – not the end – you unlock real long-term profitability. And at PPC.co, that’s where we want to help you! We offer industry-leading PPC management services for ecommerce and retail brands who want to stop wasting ad spend and start generating real ROI.

Contact us today to learn more!

‍

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