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.
In a recent post on the Google Analytics blog, Google announced support for getting an “adjusted bounce rate”. Google Analytics has consistently over reported bounce rate due to the nature of their tracking. Recently they added support for “events” – a way to store additional user behavior data – such as clicks on a facebook like or playing of a video. This new “adjusted bounce rate” feature looks like they’ve packaged up a significant use-case for event tracking into a standard feature. It’s about time. If you would like to take advantage of the new – better bounce rate stats you simply need to add one line to your analytics embed code:
var _gaq = _gaq || ;
setTimeout("_gaq.push([‘_trackEvent’, ’15_seconds’, ‘read’])",15000);
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’); s.parentNode.insertBefore(ga, s);
This looks extremely similar to my bounce rate workaround I posted a while back.