Four Simple Ways to Cut Down Bounce Rates in Display Ads

Content Writing | May 1, 2015

When you're running a Google AdWords Display Ads, you may notice high bounce rates that many consider as bad thing. So what is a bounce rate? When a visitor leaves your site by just visiting the landing page and is not keen on further visiting your site, its called Bounce Rate. However, in some cases, bounce rates need not necessarily be bad and it lets you know about visitors liking for your ad and an indicator of engagement. A high bounce rate, which is usually in the range 70%-90% is totally a negative sign for your paid search ad as it shows that people are immediately leaving you website page. To be honest, there's no such thing called a good bounce rate because it depends on what kind of business you're running.


Here are some of the ways to reduce the rates:

Optimize page speed: If you're not aware, then page speed can affect you quality score. When you think from the perspective of a visitor, you wouldn't like to stay on a page which load slowly. Another important thing why page speed matters is it helps to determine a landing page experience. In AdWords campaign, only page speed can help you to get high CPC, improve your ranking and lower your advertising costs. You can use Google's Page Speed Insights where you can get information about how much time your site takes to load and how much time a user has to wait to land on another page. The tool assesses the speed of page for both mobile and desktop sites.

Make your landing page appealing to visitors:

Landing pages is an indicator of user experience. A landing page with high bounce rate will definitely have an adverse impact when it comes to quality score. Reduce your bounce rate by customizing your landing pages for traffic sources as this will lead to paid search traffic from Google AdWords. If your landing pages do not convert, then visitors are bound to leave the page and never return again. Bounce rate will eventually decrease when you think about how to get leads, improve sales and revenue.

Consider re-marketing:

Re-marketing is getting visitors back to your site and convert them into the customer. Have you experienced this that when visit a particular site like e-commerce and leave the website due to some reason? But the other moment, when you browse some other sites you will find the banner ad of the previous e-commerce site following you wherever you visit. This is nothing but re-marketing. It's the process of chasing a visitor to compel them open you site in order to generate sales. This way you can convert bounced visitors into customers. Re-marketing is basically a cookie-based concept which uses cookie to target the same users who previously showed in in your ad. Before beginning with this, you need to create a list of Cookie IDs whom you would like to bring back to your site with an interesting ad. Only after hitting the mark of 1000 cookies, you can commence re-marketing.

Use Call to action (CTA):

This is important when you want to take your visitors to perform another course of action. An ad should include CTA such as “Order now”, “Learn More”, “Buy Now”. The CTA is usually displayed in the title or may come in the description of your ad in the case of paid search ads. Most of all, it should be relevant to the landing page and a user will quickly get put off when the CTA link directs them to an entirely irrelevant page. If a visitor clicks on “Buy Now”, the landing page only reflect the product, which the user is interested in purchasing rather than taking to the home page. This will amplify the quality score of your ad.

Bounce rates are good as long as they don't affect your quality score negatively. They are acknowledged as Key Performance Indicator and check the relevancy of a particular website. You need to look out for a perfect strategy that helps you to strengthen you search engine marketing campaign and get back bounced visitors successfully. Your display ads won't get harmed if you keep experimenting with the right techniques.

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Hardik Mody

Hardik Mody is a Senior Manager in Digital Marketing. He plans and coordinates the marketing activities of ValueHits, a full-service Digital Marketing Agency in Mumbai, India. With his experience and Expert knowledge in the field, he identifies potential customers and develops marketing campaigns. Also, he is efficient enough to meet the client’s requirements and well-organized in handling multiple tasks.