Adwords what is bounce rate

It happens. Accepting that a percentage of your Google Ads traffic will bounce is the sign of a professional advertiser. What separates winners from losers is the question of how much. How much of your paid search traffic bounces? And at what rate do they bounce? Since display is higher up in the marketing funnel, the bounce rate can be very high.

This is because the user is not actively searching, but rather clicking on an image ad as they browse other content. This can also depend on the amount of traffic that is being sent to the site. Since paid search campaigns are capturing users who are actively searching for exactly what you have in that moment, they will typically have a lower bounce rate than display traffic. The image below is an example of the bounce rate from both a paid search and display campaign.

Highlighted in purple is a display campaign that is sending a large amount of traffic to the site with a high bounce rate. Both campaigns are performing well despite their different bounce rates. The same can be true for display ads. A good ad should be a snapshot into what you are promoting on your site. Think about what the ad says or shows that makes the person want to click.

Speaking of your site, when was the last time you looked at it and thought about the user experience? Essentially, the bounce rate tells you what percentage of total visitors only viewed one page of your site.

In order to understand your PPC bounce rate, you need to apply some context to your evaluation metrics. If you are only looking at the overall bounce rate, you are missing the real story about what is happening with your paid search visitors. Just as you have separate goals and evaluation metrics for Search and Display campaigns, you should similarly segment your data when evaluating bounce rate.

This is something we see for many advertisers. Visitors from the Google Display Network are typically browsing various sites and may not be ready to receive a product pitch when they click on an ad. This is especially true for mobile sites.

Further, slow-loading pages are among the leading causes of shopping cart abandonment for ecommerce retailers. Shopping cart abandonment percentages Image via Search Engine Journal. Before you even think of looking at the content of your pages, make sure your visitors can actually view them in a reasonable amount of time.

Ever clicked through to a blog post or web page, only to discover an immense, intimidating wall of text? If so, you already know how discouraging this can be to readers. Some blog posts read a bit too much like this; and as such, are formidable. Formatting your pages to be as welcoming and accessible as possible is one of the best ways to reduce your bounce rate.

Use of these formatting options makes your content more accessible and allows the reader to scan or skim your content quickly to identify points that are most relevant to their needs. Trust your audience to know what they need, then give it to them. Some web pages are an ideal vehicle for offering relevant content, offers, and other material to your audience.

However, cramming the digital margins of your content with ads, offers, award emblems, and other crap is a surefire way to overwhelm your visitor and tempt them to bounce. If you want to highlight relevant content from your sidebar, do so in a way that offers the reader additional value.

Also, be wary of the type of pop-ups offered by services such as Bounce Exchange. These promotions can be highly effective, but they can also be terribly distracting, especially if you set them to appear the moment a user visits a page.

Give your visitors enough time to immerse themselves in your content before pouncing on them with newsletter sign-up offers or other promotions. If your Time on Site metrics are decent, but your blog pages have a high bounce rate, the problem may be with your content.

On the other hand, if your bounce rate is high and Time on Site is low, you may not be giving visitors what they want in a more general sense. Aside from technical considerations like page load times or failing to adhere to formatting best practices, one of the biggest contributing factors to high bounce rates is relevance — or irrelevance.