The best way to explain this is by using an example. We will use an example where you are paying for a keyword in a PPC campaign such as Google Ads. A high bounce rate means that most of the visitors you are paying for are a waste of money since they come and leave right away.
This example will show how that is not true.
Of those 20 visitors you have a 5% conversion rate.
Of these 12 inquiries you have 25% turn into sales. That would be 3 sales.
Therefore you want to keep this keyword even though it has a very high bounce rate.
Use your own numbers to check your keywords.
Check your hight bounce keywords to make sure that are increasing your profits.
That is not to say you shouldn’t try to improve the results of those keywords that are improving your profits. Adding negative keywords can reduce the number of irrelevant clicks you pay for.
Another strategy tor reduce low quality traffic is to write ads that filter out non relevant searchers. This can also inadvertently reduce your click through rate. Which may increase the bids you need to get traffic. Therefore you need to test the different strategies you use to improve the results of your campaign.
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