If you have a lead gen site you know how difficult it can be to manage a complex advertising campaign on Adwords, Bing, or Yahoo because it becomes difficult to track which keywords are producing phone calls. There are a lot of metrics you should be paying close attention to but bounce rate is usually one of the first I look at with a new campaign.
Bounce rate represents the percentage of visitors who bounce (leave ) from your site without visiting other pages. If you have certain keywords with high bounce rate you should usually consider one of two things:
- Remove the keyword you are targeting in your adwords campaign
- Change the message on the page you are sending traffic to.
To see bounce rate in your Adwords account it is important to link your Google Analytics account with your Adwords Account. After you do that you will be able to add a couple of columns like bounce rate and time on site.
Focusing on decreasing bounce rate will improve the quality of your advertising campaigns and lead to a better performing website.