Subscribe RSS FeedMeasuring and understanding your bounce rate is very essential, in particular with regards to salaried traffic roots like ppc.
Why is ppc bounce rate so essential?
1. Bounce rate is a measurement of how relevant your internet-site is. Whether or not your ppc traffic is bouncing it means that visitants aren’t finding your internet-site relevant. Unlike organic traffic, you are paying for those ppc visitants and therefore efficaciously wasting your media spend on traffic that doesn’t stick around long enough to convert.
2. Google’s quality score is associated to the relevance of your landing page. Whether or not your bounce rate is high, google will assume that your ppc traffic doesn’t find your page relevant and will penalise you with a higher minimum bidding price on your adwords campaigns.
Take steps to reduce your ppc bounce rate.
Image thru flickr: jelle vermeiren (below cc)
How to reduce your ppc bounce rate:
Distinguish keywords with high bounce rates
The basic step to improving your ppc bounce rate is to distinguish ppc keywords with high bounce rates. Only concern yourself with keywords that have driven a statistically substantial number of visitants. I normally export a csv from google analytics, open it in excel, sort my selective information by number of visits, and then delete the keywords with negligible visits. I then sort my rest keywords as per bounce rate to mark those keywords that fetch in a good deal of traffic but similarly have a high bounce rate.
It’s tough to say what leads to a high bounce rate as it depends on a assortment of factors. Nevertheless, anything above 40% is a good place to commence. Whether or not you are lucky (or skilled) enough to have all your ppc keywords below 40%, commence on the following most eminent bounce rate and work your way down the list.
Investigate keywords with high bounce rate
There are a couple of prospective reasons for a keyword having a high bounce rate it could be that your keywords are seriously chosen, your advertizing is misleading or that your landing page is not relevant. Ask yourself these questions to calculate where the problem lies:
1). Is the keyword highly relevant to your internet-site?
Perchance there are other significances for that keyword that you were not aware of? Abbreviations and acronyms are peculiar culprits. Whether or not you find this is the case, try using similarity options like phrase, precise and negative similarity to reduce the likelyhood of your advertizing showing for the incorrect audience.
2). Does the copy of your advertizing qualify your traffic?
Attracting as a good deal of humans as possible with a clever or tempting ad may get you a large total of clicks, but whether or not it’s attracting the incorrect type of traffic your bounce rate and quality score will suffer. Quite be upfront in your advertizing to assure that it’s 100% clear what internet-site they will be taken to and what offer you are presenting. Get other humans to read your advertizing to assure there is no possible misunderstanding. Similarly be careful when using dynamic keyword insertion as it can oftentimes lead to adverts that are misleading.
3). Are you targeting the right place at the right time?
Geographically aiming audiences in the us for a product that is only available in the uk will mean that us traffic is likely to bounce. Assure you are geotargeting the right regions at the right times of day. Use analytics to investigate bounce rates of dissimilar regions, and look at setting up dissimilar campaigns with dissimilar adverts and landing pages to target dissimilar audiences more accurately.
4). What position is your advertizing being shown in?
In my experience, having an advertizing in perspective 1 can oftentimes lead to unwanted clicks humans simply click on the basic thing they see. Experiment with dissimilar advertizing positions to assure that your audience is in truth reading the copy before they click.
5). Is your landing page highly relevant?
Is the journeying from keyword to advertizing to landing page logical and expected? You may think it makes perfect sense, but your traffic may think other than as supposed or expected. Test a good deal of conversion optimisation tactics like using the keywords in your advertizing heading and landing page heading to assure that there is no room for confusedness. Whether or not you suspect the page is not relevant enough, adjust it, or build a new one for that peculiar keyword.
These questions will have to aid you to distinguish why your ppc traffic is bouncing and hopefully fix the problem. Try out my suggestions on your ppc traffic and let me acknowledge how it goes.
