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For example, an ad with copy that focuses strongly on sales, including information like price and specifications, will attract fewer clicks (the price puts people off "drive-by" research clicking) but those people who do click will be more qualified and more likely to convert.
I'm just curious to know what kind of AVERAGE bounce rate you get from visits via your adwords campaigns. Maybe you'll say it completely depends on the campaign a/o sector but I'd still be interested to read about it. Over the last few months the average bounces for a travel industry campaign I run is 70%. Is this better/worse than average?