Recently i have ran a test to on webpages, i have used ppc campaign to generate traffic to one of my webpage. I have noticed that average time duration was reduced to 20 sec from organic time duration of 2min. Does this affects my rankings
Can PPC impact SEO? Yes. PPC can indirectly impact different SEO factors. For example it can boost brand awareness which can lead to more backlinks. Specifically what it is impacted & by how much - no one knows for sure but the Google engineers.
As for the time duration dropping from 2 minutes to 20 seconds. That is less of a SEO issue and more a sign of PPC problems. If you are paying for traffic, you generally want it to perform as well if not better than the unpaid SEO traffic. Focus on your negative keywords & targeting options to improve the quality of your PPC traffic.
i don't want to pay for the traffic,do this increase in bounce rate and decrease of average time spent on the page negatively impact my SEO rankings just because of this action(using webpage for paid campaign).
In SEO prospective high bounce rate impact the rankings. so, does this will affect my rankings?
The direct metrics in PPC will not impact your SEO, but there is such a thing as cannibalisation which can impact you - mostly on branded search terms - though there is an impact on generics too - where PPC ads for your brand appear, may lower your CTR for your organic listing etc - though this won't necessarily hurt your positions (for branded terms). This is more prevalent for well-known brands which are recognised and for where consumers are trying to find a certain brand even for a generic search term - this can hurt your CTR and if you're a believer in CTR impacting rank, then this does need to be a consideration.