There is a great deal to making any Internet marketing succeed. It can be keywords or conversions or any number of things which may seem strange to a layman. As a marketing expert you are well aware of how bounce rates will affect a PPC campaign.
How your landing page engages a visitor is critical to your campaign success. The bounce rate gives a suggestion of the ability of the landing page to keep the interest of a wandering cyberspace shopper. A landing page with long, wordy paragraphs will cause a substantial bounce rate to occur. You have to review the bounce rate as it relates to the content on the page, and the kind of action you hope a visitor will take as they view the landing page. Before you panic, remember a landing page whose only objective is to provide information will generate a higher than average bounce rate. But, landing pages are not ordinarily meant to just enlighten. They will have a call to action whether it is a conversion or just filling out a form and submitting it.
You can take steps to convince a person to stay on the site and perhaps do some shopping. The following ideas are meant to help you reduce the overall bounce rate and encourage a visitor to go ahead and make the call to action request.
- The Landing Page has to respond to a Keyword Search. You might be selling “coats”, but that is not enough text in your ad. People look for what they want and do not wish to spend time browsing around on the landing page. You may be selling a variety of coats, so have an ad group for each type of coat in your inventory. Make use of negative keywords at the ad group level to increase the chances of your link showing up on a search.
- Use Keywords with a Rifled Focus. If you are selling coats, indicate what type of coat you have in your inventory. A shopper may be looking for a heavy coat, but really wants a winter coat for the cold months ahead. The match of “heavy” and “coat” is not going to be the match you want, and the shopper may bounce away, You can use more descriptive words in your advertisement such as “heavy coat for winter” or perhaps “Heavy winter coat for women.” This give a better chance for a person staying.
- Ongoing Keyword Management. Give the campaign some time, maybe several weeks, and you will be better able to analyze and review your bounce rate at the keyword level. Keep a close watch on the rates and consider any changes or revisions based on the changes detected. You may have to change the match types routinely, perhaps replacing keywords completely or adding a few more negative keywords, to alter the overall campaign performance and get a more focused target on any potential buyer audience.
- The Must be Conversion Possibilities if Conversions are what you are Looking for. Any visitor to the landing page has the attention span of a hyperactive teenager. There just isn’t a lot of time allowed. Visitors either find what it is they want with the blink of an eye (or a few seconds, whichever comes first), or else they will leave to go looking someplace else. This is why your PPC landing page cannot be just a bunch of paragraphs describing your product and its qualities. You have to build things up a bit, make it easy to link to additional information and/or provide a way of contacting you for more information. Failing to do any of these is practically daring a person to do a bounce. They will. The design of the landing page must include a very obvious call to action, with encouraging words included. You are giving guidance to a curious visitor and at the same time inducing that person to do something besides stare at the page.
Don’t ever concede a bounce. Be certain your landing page has the keywords and guidance needed to keep the person on site, and perform a call to action. The success of your campaign will depend on this vigilance.