Adwords bounce rate, compared to organic visitors.

bounce rate adwords

[Mark_A]

Say you have a bounce rate of 15% on organic visitors and a bounce rate of 50% on adwords visitors, would that not suggest your adwords were poorly targeted and perhaps the text of your ad was unclear?

Thinking about it would it be unreasonable to expect that the bounce rates should be similar?

[keyplyr]

Condsider that a measurable percentage of click-throughs are accidental, especially from mobile.

[Peter_S]

At Google search, people scrolling past the ads and other stuff up to the organic results, might also have a better profile than those clicking on the first link they find.

[Mark_A]

Hi keyply, I can see there might be some accidental clicks on phones but surely that can't account for such a difference. In the site I am thinking of there is a 14% bounce rate on organic visitors and a 60% bounce rate on adwords visitors.

Oh well, I will know more when I get access to the stats.

[NickMNS]

It could be the other way around. Organic traffic is landing on pages poorly matched to the query, but for which the site still appears to provide the information. The user then clicks around the site to find exactly what they are looking for. Whereas, the Adwords users land directly on the page, they find what they want and leave. A bounce is not always a bad thing.

How do the conversion rates differ?

Also do the Adwords users come back? The same user may find you first by Adwords and then return through organic.

[Mark_A]

Hi NickMNS, I don't yet have access to conversion rates and in fact I am not sure the firm has them in the sort of detail required.

It is an interesting angle you mention though and not one I had thought of. I suppose the only way is to get conversion stats. A conversion though will be either contact through the site contact form or an email or a telephone enquiry which are harder to track.

[not2easy]

Do the AdWords Ads make it clear that they are going to fill out a form/leave contact information or does it only show the service/product offered? That can send people to the back button if it is a surprise, especially if the landing page is just a form without some intro and presell. I'm not assuming that it is, but I have seen some that are poorly thought out. Organic traffic is seeking your service/product and may spend more time looking around before getting to that form.

[keyplyr]

Hi keyply, I can see there might be some accidental clicks on phones but surely that can't account for such a difference

I said "measurable" not the entire difference. It's not an all-or-nothing factor when determing traffic.

[Mark_A]

Paid bounce is still high but I have been experimenting with broad match adwords keywords which have proven too broad and have therefore bumped bounce rates. Organic bounce remains at below 50% and I am beginning to wonder if that is actually quite good.

[blazinec]

I can see even 90% bounce rate on page targeted from GDN - using topics and even remarketing. Note that ,,normal" bounce is 40% from search or direct. Have tested different ad creatives. Sometimes terrific traffic quality .(

[Mark_A]

Just to bump this a moment in the hope it still has some legs.

I have an adgroup with a CTR of only 6.5% which goes on to have a bounce rate of 76%

I was thinking, so 93% of searchers don't click the ad, self selecting that it isn't' for them, but then of the 6.5% that do click 76% of that 6.5% back out immediately on reaching their destination page, because for them also, it isn't the right thing!

Pretty appalling numbers no?

[RhinoFish]

If you're selling $3m Sailboats at a 0.5% Conv Rate, appallingly good!

[Mark_A]

Yes that might be ok RhinoFIsh, but I am not selling Sailboats more is the pity :-/

[RhinoFish]

Add an interstitial exit pop page that loads Analytics, so your Bounce Rate goes to 0%. (sorry, kidding! but Bounce Rate is a horrible metric taken by itself.)