Having high bounce rates in pay-per-click advertising is every marketer’s worst nightmare. At its core, it is the total percentage of users that go on a landing page and exit straight off again.
Think of it this way: Web users are bouncing away from your website as soon as they land on it.
For blogs/websites, having high bounce rates is not a nice statistic to have. But in PPC campaigns, it weighs a lot more ‒ users are leaving your landing page as soon as they land on it. So, the chances of converting them are very low.
In this post, we are going to talk about the six reasons your PPC campaign has a low bounce rate. We will also be discussing some handy tips to reduce it to boost your overall PPC campaign.
1. Wrong choice of platform
Before you begin a new PPC campaign, you need to decide what platform you want to run it on first. Google Ads are the most popular, but do you know that social media platforms like Facebook and Twitter also give pay-per-click ads?
We will discuss how the most common ad platforms work:
Facebook Ads allows marketers to do “sponsored posts” on the audience’s newsfeed, depending on the parameters that they set.
Utilizing this platform allows you to set ad objectives, like boosting web traffic, and building brand awareness. You can also set a specific ad format, budget, and target audience.
Facebook will then put your ad on the users’ newsfeed that suits your choices, and then charge you each time an ad is clicked.
Working a lot like Facebook Ads, Twitter Ads lets marketers choose between eight different ad objectives, like app installs, gaining new followers, website traffic, engagements, and so on.
Afterward, Twitter will promote your posts on the user’s newsfeed to match ad choices, and charge each time when the ad is clicked.
Your Google Ad campaigns can either be a Search Ad, Display Ad, Video Ad, and App Ad. These PPC campaigns let you customize your audience, set your audience, and commit to a specific group of terms which you want your search results to show up. Then, Google will then charge you every time your ad is clicked.
2. Poor keyword research
Keyword research is arguably one of the most crucial aspects of a PPC campaign. Why? Because it acts as the backbone of the entire process.
Without keywords, there is no way for a search engine to display your ads. Therefore, selecting the right keywords can guarantee that you will have a successful campaign, get you more views, more traffic, click-throughs, and conversions.
On the other hand, if your keyword research is poor, then you could not accomplish these things.
Here are some effective tips when choosing the right keywords:
- Look for the keywords your competitors are using.
- Think about what you will be searching if you are the average user looking for products and services.
- Utilize Google’s keyword search and other tools to look for opportunities.
- Always be particular with your keywords. Do not be generic or vague.
- Whenever you can, choose local keywords.
The better you are when choosing your keywords, the more hits you will be getting. Aside from that, you will be given a high-quality score, with a lower cost per click. Hiring a reputed PPC advertising agency is a better solution because they do a high volume of creative testing to ensure your ads work to grab attention, pique interest, spark desire and convert sales.
3. No call to actions
Another important thing when creating an ad is the call-to-action. Without an effective CTA, there is no point in running an ad. Why? Because a CTA tells prospective customers what to do next.
So, aim for a CTA that’s clear, concise, and compelling. Keep it short and sweet, as well.
4. Lack of retargeting techniques
There will be some users who will stay on your site without completing any actions. They would not make a purchase, complete an email, or subscribe to your email list. When this happens, the best way to deal with this is to remarket to them.
After all, users that are exposed to display ads after visiting your site are 70 percent more likely to convert.
Remarketing Lists for Search Ads is also Google AdWords’ way of letting you customize your ads by targeting the ones who have visited your site previously. That means you are reaching out to your audience by influencing their overall search experience.
Those ads and bids will be related to users’ searches on Google, and that is where your ads will show up.
5. Sloppy Ad copy
You will be suffering from high bounce rates if you have a sloppy ad copy.
The key here is to make it short but on point. Remember you would not have enough room (or time) to catch your prospect’s attention.
Another thing to keep in mind is to write a copy that is based on your goal. For example, if you want to boost your sales during the holidays, then why not hold an exclusive holiday sale?
You do not have to be overly creative about it. Your goal should be to get their interest and pique their curiosity.
To grab their attention, create a unique value proposition that makes your offer stand out from the rest of the pack. If you can, describe it in a way that will benefit your customers.
6. Missing data trackers
In the platform where your PPC campaign is running, you will see an analytics dashboard that helps track your ads.
You will see how much traffic you are getting for your landing page, how much it costs, and how will this traffic convert to leads and sales.
Having this information lets you know if you are getting the most out of your investment. It also gives you an overview of your PPC ad’s performance.
Over to You
PPC is not too difficult, but it requires you to at least have some knowledge of how things work. You also need to put in a great deal of research and planning if you want to get the best ROI. So, follow these tactics, and you are sure to boost your performance over time.