Using PPC For Image Optimization

Writing by Nick Stamoulis Tweet

Here’s an example: You’re selling multiple kinds of shoes, each with a different landing page. You upload images of 4 different shoes to a rich media template, and define a unique destination URL for each, adding Analytics parameters. You run your ad on the Google content network and using Google Analytics, you see that Shoe 3 was the most clicked. You can now alter your creatives for other display ads to focus more on Shoe 3. Your click through rates for your ads increase, and your costs per conversion decrease.

If this were your website wouldn’t you want to know that your search engine optimization was just as effective as your pay per click optimization? Well, you can.

You know that Shoe 3 is getting the most attention and so now you’re going to optimize all of your landing pages and pay per click ads to focus on the image of Shoe 3. That shoe really sells. Why not also include that image on each of your landing pages with different alt tags. The shoe will still have the same impact as it does in the ads and you can optimize the image for each page that it is on.

Of course, you want to test the image on every page. It is possible that the image won’t do as well on every page so test it and if you say that it isn’t up to snuff on some of you landing pages, replace it with something else. But each time you use the same image on your website, you should give it a different alt tag each time to maximize the on-page optimization for your pages.