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What's a typical bounce rate for a Banner Advertising Campaign?

Ours is currently sitting at 80%

     
12:11 pm on Jul 23, 2010 (gmt 0)

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Hi,

We're running our first banner advertising campaign (not via the Google Display/Content Network).

We're trialing two landing pages - bounce rates are currently 80% and 95%.

Its early days yet and we've still to trial different banners etc, but I was wondering what a typical or average bounce rate would be for this type of advertising?

Thanks
3:01 pm on July 27, 2010 (gmt 0)

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It depends on the audience, banner content and the landing page.
In case you pay a lot with and target the entire dsplay network your ads may show up on many sites that are not very tightly related to your niche.
A very attractive banner or one full of great promises that are not present on landing pages may be another reason.
Poor quality landing page may be another reason for failure.

I am unable to tell "typical" numbers but I have seen 60-70% bounce rates for display advertising.
10:29 pm on July 27, 2010 (gmt 0)

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Thanks idolw.

I wonder if perhaps a lot of the clicks are done accidentally (e.g. the user clicks in the wrong place, then returns instantly to the previous site)?

The landing pages seem to work a lot better in PPC campaigns and such like, though I guess that's an unfair comparison given that ppc folk are looking for our services.

The company that we're using are now talking about flash banners that mean customers don't have to click through to your site to request info - might give them a go to see if it works better for us.
9:07 pm on July 28, 2010 (gmt 0)

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80% bounce rate is very bad. You're wasting 80% of your budget.

The bounce rate should be no higher than 50%. At 50%, you're wasting only half of the budget.

Bounce rates can be brought down to 20-30%. Do with by testing your messages, use multivariate testing (MVT), etc., and yes, use Google Content ads (both text and image).
9:07 pm on July 28, 2010 (gmt 0)

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80% bounce rate is very bad. You're wasting 80% of your budget.

The bounce rate should be no higher than 50%. At 50%, you're wasting only half of the budget.

Bounce rates can be brought down to 20-30%. Do with by testing your messages, use multivariate testing (MVT), etc., and yes, use Google Content ads (both text and image).
9:47 am on July 30, 2010 (gmt 0)

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Hi Eurydice, do you specifically mean banner adverts can be brought down to a 20% bounce rate (rather than just bounce rates in general)?

Thanks